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Media Buyers Get Targeting Data In Real Time
Posted Wednesday, January 27, 2010
As Seen In: Behaviorial Insider
by Laurie Sullivan
Imagine having access to target data on 200 million Web site visitors in the United States, and gaining the ability to collect performance data on prospects beyond those you originally targeted. It could mean behaviorally targeting an audience you would never have expected to buy your product.
EXelate Chief Revenue Officer Mark Zagorski says the company can find those prospects outside the expected audience segment by populating pixels across multiple data points. The "multiple data points" become the key.
Invite Media customers now have access to all eXelate's targeting data to improve their display media, through Invite's buying platform Bid Manager.
The announcement made Tuesday gives Invite Media advertisers segmented data to take control of the buying process, with access to consumers' interest and purchase intent. There are about 100 data points total.
Zagorski tells me the Invite Media partnership represents the first complete integration where a company can access all the data in real time across multiple ad exchanges simultaneously. Integrations done through the media exchange and the demand-side platform allow Invite clients to plug into any of the exchanges and see the data, as well as run analytics through their own pixel.
"Let's say you want to find 24-year-old Hispanic males interested in buying a car," he says. "You can identify the site visitor and buy them through Invite on a variety of data sources."
Think of the various layers: advertisers, agency, and display-side platforms, along with ad marketplaces, such as Right Media, Doubleclick, AdBrite, AppNexus, AdMeld, and PubMatic. Invite becomes the pass-through for data between eXelate and the clients.
Integration began about a month ago. Data feeds through the Invite platform to clients to target and find specific audiences. Invite also provides analytics in reports, telling clients the composition of the target audience. There are "dozens" of agencies using the data, Zagorski says.
Here's a little secret that will let you stick more in your piggy bank: "Advertisers who have direct plug-ins to DoubleClick and Right Media also have access to all the data," he says.
Bright Roll and other video companies that eXelate works with have access to all the data, too. But video sites rely on something Zagorski calls "real-time calling," where they call on each ad impression and eXelate send them the data about a site visitor. Rather than pushing the data, the video sites pull the data.