Company Info

eXelate Optimization Lab Launches Insight Program for Ad Networks, Enabling Campaign Optimization Across Multiple Behavioral Segments

eXelate is uncovering unique behavioral targeting enhancements for dozens of leading ad networks

NEW YORK, NY (February 24, 2009) Whom do you think would be more likely to click on an ad with a suggestive picture of Paris Hilton, men or women?

If you guessed men, guess again.

In a recent campaign featuring an image of Paris Hilton, and which leveraged targeting data from the eXelate Targeting eXchange, the first and largest marketplace for behavioral data, women “out-clicked” men by 46.71%. A surprising result, but on par with the interesting targeting anomalies being discovered by the eXelate Optimization Lab.

eXelate launched their Optimization Lab (the “Lab”) in beta last summer to continuously qualify, analyze and optimize targeting data gathered from its publisher partners. Its role has recently expanded to include providing performance analysis and recommendations for Ad Networks that use eXchange data.

As part of its newly launched Insight program, the Lab runs campaigns across all of its segments (which include Auto Buyers, Travel, Shopping and Demo pools among others) from ad networks who are seeking behavioral targeting guidance for campaigns that may not make a precise fit in any one targeting category. The result is a behavioral targeting optimization plan that has resulted in lifts from 50%-200% vs. run of network delivery or segment based targeting.

"This goes well beyond the standard level of behavioral targeting data that we provide – that is, the classic notion of targeting an auto campaign to qualified auto buyers -- and into the realm of Behavioral Optimization, where the result is as important as the desired audience, but may not sync with expectations," said eXelate Chief Revenue Officer Mark Zagorski.

Interesting, monetizable Insight analysis results have got ad networks excited about the potential “hidden” performance enhancement opportunities.

"The Insight data that eXelate provides us is integral to implementing behaviorally targeted campaigns for our advertising clients and allows us to provide these advertisers with better value and higher ROI. We know that the growth of our business/industry is tied to better data optimization …and quality partners like eXelate are critical to that development," said Shaun Beymolla, VP of Trafficking and Optimization for CPX Interactive, a Comscore top 20 ad network.

Now that the Lab is beginning to publish its Insight Reports, it also pinpoints specific dayparts and market segments which can greatly improve campaign performance, and the results haven’t always been what would have been expected.

One recent teen-based movie promotion actually exhibited conversion rates over 700% greater than RON when targeted to women 35+ -- at 11:00 at night.

"What we're seeing is that conventional marketing wisdom is being challenged on a regular basis when we analyze the results of our Insight program in the Lab," added Zagorski. "By running campaigns across

the breadth of our 90M UV strong eXelate Targeting eXchange, we're able to identify the most effective market segments, thereby improving campaign performance for the ad networks working with eXelate."

With the ad industry under greater pressure to improve performance, particularly for display advertising, eXelate is delivering improvements of 50 - 200% in campaign click-through and conversion rates, enabling partners to improve ROI, efficiently manage budgets, and more effectively achieve campaign goals.

About eXelate:

The eXelate Targeting eXchange is the world’s first and largest marketplace for behavioral targeting data. Through participation on the eXchange, ad networks and agencies (buyers on the eXchange) build an instant behavioral targeting function and optimize their campaign delivery, while targeted publishers (sellers on the eXchange) gain insight on their audience, control over their data distribution, and build a new income stream. The eXchange includes over 40 top ad networks and dozens of leading publishers who deliver targeting data on over nearly 90 million unique users in lucrative verticals including Auto, Travel, Finance, Shopping 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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