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eXelate Offers Targeting Exchange
Advertising exchanges are nothing new in the online marketing world, but a new service from eXelate is a little different. Rather than offering ads, they are offering delayed ads.
Why would a marketer want a delayed ad? First you would have to understand how it works. So let's focus on the system.
A targeted publisher would sell an ad to the network and along with that sale is the ability to set a "Targeting Trigger™" onto a site visitor's computer. On the first visit, no ads are shown but once the user revisits a site, an ad is shown to the visitor. The ad shown is based on a past behavior, for example a search performed on-site.
"Targeting eXchange enables ad networks to increase the income earned from users of non-targeted sites by attributing to them targeting data based on prior visits to vertical sites. The targeted vertical publisher in turn benefits from a new revenue stream without giving up any advertising inventory and with no privacy concerns," was written in a company press release.
Rather than exchanging personal information of users, though, no profile or other personal information is given to the exchange.
Shlomo Dovrat of Carmel Ventures, from whom eXcelate recently received $4 million in funding, said, “eXelate is offering a fresh and unique approach to improve the targeting and effectiveness of online advertising while protecting the privacy of consumers."
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