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BizReport : Advertising : April 04, 2013


eXelate launches data optimization service

A new product out from eXelate is set to create pools of data information so that brands have a better handle on targeting. The eXelate Data Optimization Service tests and refines data to create more targeting data sets for users.

by Kristina Knight

According to the company their product has out-performed Nielsen Online Campaign Ratings campaigns by more than 1.5 times.

"Accurate data is business critical for marketers seeking to maximize digital campaign performance," said Mark S. Zagorski, CEO, eXelate. "Through a process that utilizes Nielsen Online Campaign Ratings as a yardstick, eXelate is able to constantly drive higher quality, more accurate, Smart Data, enabling marketers to drive more effective decisions and ultimately, better campaign performance. "We believe marketers are moving beyond Big Data and demanding Smart Data. Smart Data must be accurate, actionable, and agile in order to drive smarter marketing decisions and better outcomes for our customers worldwide."

"To invest with confidence online, marketers need to understand that the data they're using to inform marketing campaign execution and evaluate ROI is sound," said Andrew Feigenson, SVP, Digital Client Service at Nielsen. "By using Nielsen Online Campaign Ratings as a yardstick to gauge audiences, eXelate is helping to propel the industry forward toward greater accountability. eXelate obviously takes data quality seriously."

eXelate began working with Nielsen in 2009, drawing on Nielsen's data to offer advertisers better overall data sets. This new integration takes the quality of eXelate data up another notch so that advertisers can be more confident in their online campaigns.

Through the eXelate smart data platform, marketers can create campaigns that are more accurately targeted with actionable data and analytics. Their suite powers data for demographics, purchase intent and behavioral options.






Tags: ad targeting, advertising data, eXelate, online advertising








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