Company Info

eXelate Launches Targeting Optimization Lab, Enabling More Effective, Privacy-Safe Targeting through the eXelate Targeting Exchange

Campaigns already benefitting from improved performance due to the eXelate Lab

NEW YORK, NY, August 19th, 2008 – eXelate, the creator of the world's first exchange for targeting data, is announcing the launch of a newly chartered Targeting Optimization Lab. The mission of the eXelate Lab is to continuously filter, analyze and optimize personally unidentifiable targeting data gathered from its publisher partners and made available to ad networks on the eXelate Targeting eXchange.

Targeting data is accessed via eXelate’s exclusive Targeting Trigger™ technology which makes it easy for both ad networks and publishers to connect on the eXchange, driving higher ad network CPMs and new, privacy-safe revenue streams for publishers. Targeting Triggers™ are unique targeting pixels generated by eXelate and delivered to over 70M monthly unique website visitors after the occurrence of a qualified targeting event – a specific interaction with a behaviorally relevant publisher. To date, the eXelate lab is already improving the performance of campaigns by analyzing and understanding conversion patterns for the ad networks using the eXelate Targeting eXchange.

How the eXelate Lab works

The eXelate Targeting eXchange enables ad networks to serve targeted ads on untargeted media after a user visits a relevant publisher website affiliated with the eXelate eXchange. The activity of the eXelate Lab helps support the effectiveness of the eXchange. For example, in one recent Lab test, by analyzing specific targeting data and advertising pairs, click-through rate for a campaign on the Hispanic targeting channel versus the same campaign Run of Network (RON) was improved by nearly 300%. Analyzing events across the eXelate Targeting eXchange enables eXelate to help its partners improve conversion rates, efficiently manage campaign budgets, and more effectively achieve campaign goals.

The eXelate Lab has no direct access to personally identifiable information from the targeted publisher affiliates which participate in the eXelate Targeting eXchange, and instead focuses on events and not users. “We are all about performance, not profiles.” said Mark Zagorski, Chief Revenue Officer of eXelate. “We work to answer the ‘How, ‘Where’ and ‘What’ questions in order to help deliver better ROI for Network campaigns, rather than the ‘Who’,” added Zagorski.

“The eXelate Lab will provide a new level of targeting precision support to the Ad Networks that use the eXelate eXchange to enhance their online campaigns” stated Iri Zohar, CEO of eXelate. “By constantly analyzing and refining the targeting information that we garner, we can further increase the lift that ad networks receive, ensuring even higher CPMs and making the advertising pie bigger for all.”

Additionally, eXelate announced the addition of Ayelet Nuta to the eXelate team as Director of Analytics. Ms. Nuta will run the eXelate Lab and manage all of the data optimization projects that the company engages in. Ms. Nuta was previously a director at G-STAT, a company supplying advanced data mining solutions for online and offline companies in fields such as financial risk management, client abandonment, optimization of online inventory management and profitability.

Prior to that, she was a Project Manager at Technostat Ltd., which provided statistical support and analysis for companies specializing in bio-statistics. Ms. Nuta holds both a Masters and a Bachelors of Arts Degree in Statistics from The Hebrew University, Jerusalem.

“We were very lucky to secure such a great analytical talent to lead our Lab. Ayelet’s experience working with leading online businesses to optimize the yield from their sales and inventory allocation efforts will be a huge asset to helping our ad network customers further manage their targeting programs on the eXchange” added Mr. Zohar.

About eXelate:

eXelate has built the world's first exchange for targeting data. Through the company’s marketplace, known as the eXelate Targeting eXchange, ad networks substantially increase targeting abilities while targeted publishers generate a new and parallel income stream. The Targeting eXchange offers vertical publishers access to revenue from leading ad networks, while providing ad networks with targeting data for nearly 70 million unique users in lucrative verticals including Travel, Finance and Hispanic and Demographic. For more information please visit www.exelate.com.

Contact info:
Uriah Av-Ron
Email: pr@exelate.com
www.exelate.com
Tel: +972-50-7-427-087

Email us: pr@exelate.com

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