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BizReport : Advertising archives : January 18, 2011

eXelate to streamline data purchasing

Since the FTC's decision to look into data collection methods, a lot of talk has been bandied about regarding the 'right' ways to collect data. For many publishers and advertisers, 'right' simple means transparent, which is what a new release from eXelate offers. This week, eXelate launches their Premier Media Partnership option, said to streamline and make transparent data purchasing.

by Kristina Knight

"To effectively deliver relevant advertising and reach across a specified audience, advertisers need an easy to use, scalable tool that provides access to both media and data," said Marta Martinez, CMO of MediaMath, an initial partner in the new program. "Being part of eXelate's PMP guarantees advertisers a robust platform, TerminalOne, that seamlessly and easily lets them select, optimize and report how eXelate data is used all in one turnkey solution."

Data collection has come under fire from privacy advocates and some consumer groups who say the collection of data is a privacy infringement. Still, there is a large consumer base demanded more relevant and targeted advertising during their online sessions; these types of relevant ads demand targeting which is dependent on audience data collection. The solution for many advertisers and collection services is to provide anonymized data in a transparent way.

The new eXelate platform gives advertisers or ad agencies the ability to purchase transparent third party branded data. Already advertising exchanges, networks and demand side platforms (DSPs) have signed on with the platform.

"We have assembled some of the best media brands in the online space to help us make it simpler to leverage eXelate data. Not only will media buyers lives be made easier, they will have a clearer path toward performance attribution as well as be assured that the data and media package they are buying meets the highest privacy standards," said eXelate Chief Executive Officer Mark Zagorski.

Tags: ad targeting, data collection, eXelate, online advertising, online content, online publishing

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