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BizReport : Advertising : February 13, 2012

Platform builds custom audience segments

A new data launch from eXelate, called maX Data allows advertisers to create customized, unique audience segments with which to target online campaigns. According to the company three to five times improvement can be found using the solution.

by Kristina Knight

Using real time data, brands build customized audience segments unique to their products; because real time data is used those segments can be updated and tweaked throughout a campaign to increase ROI.

"Data has been the media buyer's best friend for years, but as they become more data conversant, they're no longer satisfied with pre-constructed audience segments. Marketers want original, proactive campaign plans that incorporate dynamic audience targets. eXelate's maX Data delivers adaptive audience segments proven to increase campaign performance. We're enabling media buyers to maximize ad spend, stop wasting impressions and target custom audiences that drive results," said Damian Garbaccio, Chief Revenue Officer of eXelate.

"The key challenge facing audience buyers is efficient scale," said Eugene Becker, Vice President of Analytics for Xaxis. "Large brands quickly exhaust high-affinity segments available off the shelf. The fact of the matter is that there's never enough high-performing data. Xaxis tackles this challenge by building the data that our clients need. This is where eXelate's maX comes in."

Through the platform advertisers can

• Build customized segments that are unique to an advertisers products/services and are not sold to other/competing brands
• Use through various platforms
• Launch to scale from launch with real time audience data

For example, an advertiser might notice mid-campaign that a specific demographic, recently college graduates, for example, are more engaged with a product. The campaign could then be tweaked so that the age demographic of 22-25 was the primary target.

Tags: advertising, advertising platform, data, eXelate, online advertising, trends

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