Sellers

My tech resources are stretched – how long does it take to implement the eXelate pixels?

Integration of the eXelate pixel is simple and generally takes only a few minutes of a developer’s time. The pixel is a single line of code that identifies what data segment the cookie is identifying. In some cases, publishers are passing additional data (user registration data, search values) into the tag as well. The publisher controls what data is being passed into the exchange.

What data is collected and what is the privacy impact on our users?

eXelate can only accept non-personally identifiable information into the exchange – user provided data such as gender, age, education level, etc. or behaviors inferred from content visited such as purchase intent, occupation, travel planning, etc. The publisher’s privacy policy needs to state that third-party cookies are being used to collect information and track online advertising campaigns.

How do I know what the activity looks like once I pass my cookie data into the exchange?

eXelate is the first and only data partner that provides real-time, online reporting of cookie activity through our Targeting eXchange Interface (teXi) system. Through teXi, publishers will be able to see daily & monthly pixels served, unique visitors and targeting revenue. Future iterations will include more in-depth reporting on data performance and category usage.

How can I grow my data revenues?

The marketplace determines the value for your data. Advertisers are increasingly demanding targeting data that is segmented to provide the greatest level of specificity possible – e.g. shopping is general behavior, shopping for diapers is a more specific data point that allows for more precise campaign targeting. We are also working with publishers to expand the amount of non-PII data collected from users – expanding beyond the basic age / gender to capture education level, HHI, presence of children in HH, relationship status. The more in-depth data you choose to provide, the higher potential marketplace revenue.

How can I protect my data once it’s “out there”?

eXelate sets its cookies to automatically expire within 30 days. And, since advertisers are typically looking for targeting data that is recent – within the last month, within the last week, sometimes within the last 48 hours- misuse of data beyond its expiration point is unlikely. Plus, you get paid every time a data from your user base is targeted, no matter how old it is. eXelate APIs built into eXchange buyers ad servers provide visibility when the data is being used and revenue it is generating. Additionally, eXelate’s new control tools help you monitor and monetize all of the data that is being transferred from your site via pixels.

How do I know I am getting the best value for my data?

eXelate is a data eXchange in which the open market determines the value of your data. As a seller you are in control; eXelate merely coordinates the blind transaction. Any revenue from data makes a straight line from the ad net to you – we never arbitrage or resell – only collect our “broker fee” and you are not revealed to the buyer. And, through tools like our teXi system we provide transparency and control – which we think is key for the eXchange data provider’s engagement in the whole process.

Will I be damaging my core brand by participating in the eXchange?

The eXelate eXchange allows publishers to anonymously sell cookie-based targeting data to leading ad networks. The source of data is not revealed to the buyer in the transaction and therefore the potential of direct, premium audience cannibalization is eliminated. Most data providers consider their data sales strategy a form of “product extension” after the initial impression in the same way DVD sales and online streaming have become additional revenue generating extensions of traditional television content.

Who owns my data after I put it on the eXchange?

Sellers on the eXchange are the ultimate owners of their data. The function of the eXelate eXchange is to enable ad networks to use that data for ad targeting, for a period of time, for a fee, and ensure that data sellers get compensated for each time the data is leveraged. We strongly believe that publishers have the right to control user data that they collect and that considerate, compensated network use of the data is crucial to ensuring a mutually beneficial relationship that enhances the ultimate consumer-advertising experience.