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eXchange Appoints New CRO
Posted May 22nd 2008
ADOTAS – eXelate, an exchange for targeting data, has announced the appointment of Mark Zagorski to the newly created position of chief revenue officer and the opening of a new headquarters for the firm in New York City.
Zagorski will run the business development, marketing and client management channels for eXelate. He hails from MediaSpan Group, where he was chief marketing office.
"The position was created to integrate the revenue generating and promotional activities generally found in a sales and marketing role with the customer development focused functions found in client services roles,” Zagorski told ADOTAS. “As both are interdependent in the way they can impact company growth and revenue, it made sense to have them directed through a single office."
The new CRO was also hired to handle eXelate's accelerating business growth after its formal launch last year.
"The growth of our business is dependent upon exceeding the revenue expectations of our two core constituencies on the eXelate targeting eXchange – ad networks and publishers,” Zagorski noted. “For ad networks, it is all about enabling them to optimize their conversion lift by turning ROS into premium via leveraging qualified targeting data available on our eXchange. For publishers, we focus on generating an incremental revenue stream from their visitor relationships without selling more ads. So, our business growth snowballs as we get more high-quality publisher partners who in turn feed ad networks relevant targeting information, returning to the publishers a greater incremental revenue stream."
eXelate bills itself as the world's first exchange for targeting data – enabling interactive advertising networks to "substantially" increase targeting abilities, and Zagorski said the industry response has been great.
"From my experience, seventy five percent of the ad networks out there are pursuing some type of enhanced targeting strategy and the remainder will be in the next year or so,” Zagorski explained. “That is where eXelate's Targeting eXchange comes in. By providing the ability for smaller ad networks to leverage a broad footprint (nearly 70M UV/month) of behavioral targeting information, and large networks to supplement the information they may already have, we can play a key role in their success."