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BizReport : Advertising archives : May 08, 2012

eXelate, Turn integration to up power of data

Real-time data provider Turn and data and analytics engine eXelate will integrate features beginning this morning to give marketers a better look into the online space. eXelate's data will be used within the Turn Audience Platform, offering the ability to target larger online audiences.

by Kristina Knight

According to the companies this will give Turn users the highest reach for targeted campaigns.

"To succeed in online display advertising, marketers need quality data integrated into a comprehensive advertising technology platform," said Damian Garbaccio, eXelate's Chief Revenue Officer. "The eXelate - Turn partnership delivers on this promise by providing an industry-leading marketing technology platform infused with premium data verified to provide marketers with greater reach, improved targeting and ultimately, better performing online ad campaigns."

"eXelate's vast data sets - analyzed and verified - achieve an unprecedented level of reach on our platform, which provides marketers with the scale needed to achieve even the most aggressive campaign goals efficiently and accurately," said Dominic Bennett, vice president of engineering, Turn. "It's critical that we deliver technology that helps our clients engage with their target audiences, and this partnership incorporating eXelate's data into our best-of-breed ecosystem allows marketers to build custom and meaningful advertising campaigns that deliver results."

Turn's data is used to power billions of ad decisions daily, giving online brands real-time information. eXelate's data, meanwhile, encompasses more than 350 million consumers; their analytics follow users through the purchase funnel offering advertisers insight into how purchases are made. Through segmentation advertisers can read specific demographics, behaviors and can target to the purchase intent level, potentially giving a better campaign ROI.

Tags: consumer data, data collection, data integration, eXelate, online advertising, targeted advertising, Turn

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