eXelate and Nielsen Align to Bring Offline Household Level Data Into eXelate’s Targeting Exchange1
eXelate becomes the first major data exchange to directly integrate both granular online and premium anonymous household-level offline data, enabling advertisers to create integrated online programs that reach their best prospects more efficiently
NEW YORK, March 15 -- eXelate, the first and largest open marketplace for online targeting data, and Nielsen, the world’s largest provider of media and consumer information and analytics, today announced a deal to include Nielsen’s household segmentation data in eXelate’s Targeting eXchange.
Through this partnership, eXelate becomes the first targeting data exchange to integrate highly qualified online and premium branded offline data directly via one marketplace. Media agencies and advertisers can utilize Nielsen’s household segmentation systems (PRIZM, P$YCLE and ConneXions) alongside anonymous online captured interest and purchase intent activity on the more than 150M U.S. monthly unique visitors that are part of the eXelate eXchange. Advertisers and agencies will have the same frame of reference and confidence when buying online impressions that leverage Nielsen data as they do when buying offline media.
Through eXelate’s open, flexible data marketplace, advertiser, agency, demand-side platform and ad network partners will now have access to Nielsen PRIZM household segments via the eXelate Targeting eXchange. Additionally, partners can access this data in conjunction with eXelate’s pool of online Demographic, Interest and Intent information in segments such as Business-to-Business, Auto, Travel, Finance and Shopping.
"With many of the leading 100 advertisers still spending a proportionately small share of their ad budgets in digital marketing, the addition of offline data from a respected partner like Nielsen will be a strong driver for increasing their confidence in online advertising," said Matt Freeman, newly appointed Chief Executive Officer of Mediabrands Ventures. "I have been in the media trenches for over 15 years, and I know that this kind of data will be a real catalyst for change among the largest U.S. advertisers," added Freeman, whose resume includes stints as CEO of Tribal DDB and Betawave.
"With the growing use of traditional data to reach precise online audiences, Nielsen’s segmentation expertise brings tremendous value to brand marketers through eXelate’s market innovating exchange," said Dwight Green, Nielsen Vice President of Digital Media. "Major brands and agencies have relied on Nielsen data for over 35 years, and as those advertising dollars move increasingly online, they now have a familiar, common language to help ensure their messaging is delivered to their exact audience."
"We’re thrilled that Nielsen selected eXelate for their first direct data exchange integration," said eXelate CEO and founder Meir Zohar. "I know how important the addition of offline data from a trusted source like Nielsen is to the continued growth of the data driven targeting marketplace which eXelate has been leading since 2007."
The eXelate eXchange is the world’s first and largest open marketplace for behavioral targeting data. Through participation on the eXchange and access to proprietary data management tools such as eXelate’s teXi, data buyers build an instant behavioral targeting function and optimize their campaign delivery, while data sellers gain direct control over their audience data distribution and build a new privacy-friendly income stream. The eXchange includes over 40 top ad network, agency and demand-side platform buyers and dozens of leading publishers, who deliver targeting data on 150M U.S. unique users in lucrative verticals including Business-to-Business, Auto, Travel, Finance, Shopping and registration-based Demographics. For more information please visit www.exelate.com.