Cognitive Match Integrates eXelate Audience Data to Improve Dynamic Advertising Creative and Message Targeting in Real-Time
Data partnership will go beyond audience targeting to also drive advertiser ROI through data-enhanced customized ad content
NEW YORK and LONDON, Oct. 18, 2011 /PRNewswire/ -- eXelate, the engine that powers 60 billion real-time, privacy-compliant data connections each month for more than 200 publishers and marketers reaching over 300M unique users worldwide, today announced that Cognitive Match has selected eXelate's audience data to improve ad creative and content targeting.
The partnership between Cognitive Match and eXelate allows global advertisers and agencies to package eXelate's powerful audience data to generate ad creative and messaging optimized for online audience segments. The result is a truly customized advertising experience for online consumers.
"We make our clients' advertising and web content relevant to their customers," said Alex Kelleher , CEO and founder, Cognitive Match. "By integrating eXelate's targeting data with Cognitive Match's Dynamic Creative Targeting™ technology, we're enabling our clients to tailor a critical aspect of a consumer's browsing session: the message and creative within each digital ad. The additional audience insight provided by eXelate will fuel increased engagement, conversion and ROI for our clients."
Cognitive Match is integrating eXelate's targeting data on both of its solutions – Dynamic Creative Targeting for Ads and Dynamic Creative Targeting for Sites. With Dynamic Creative Targeting for Ads, eXelate targeting data is used to uncover best matching targets while Cognitive Match's technology decides in real-time which version of the ad will maximize click-through and conversion, and then serves the best fitting ad creative. Dynamic Creative Targeting for Sites enables significantly increasing onsite conversions by matching targeted users via eXelate data with relevant content.
Taking a step beyond traditional audience targeting, the data integration will provide a seamless interaction between audience data, creative and content, thereby creating a better experience for consumers, publishers and advertisers.
As members of leading privacy organizations such as the NAI, TrustE and IAB as well as being part of the Evidon Open Data Partnership, eXelate remains on the leading edge of respecting consumer privacy demands while delivering unique, high performance data.
"Data driven technology is powering a more effective era in consumer marketing," said Mark S. Zagorski , CEO, eXelate. "We are seeing a growing number of large interactive marketers increasing their online ad spend based on the results they achieve by combining our rich, proprietary audience data with smart technologies that can leverage the full depth of the eXelate data set. Our partnership with Cognitive Match helps drive ROI to new levels by giving marketers the tools to make ads and ad content more relevant. eXelate data combined with Cognitive Match's ability to deliver relevant advertising will deliver a premium ad experience for consumers."
About Cognitive Match
Cognitive Match is the world's leading provider of dynamic creative targeting for display ads and onsite content for agencies, advertisers and publishers – helping companies like Financial Times, Steve Madden and Net-A-Porter maximize the return on their digital marketing spend. The product uses machine learning and psychology to maximize the relevance of each visitor's experience, resulting in improved visitor engagement, conversion and revenue. The company won the 2010 TechCrunch Europa Award for Best Advertising & Marketing Technology. For more information, please visit http://www.cognitivematch.com.
eXelate is the engine that powers 60 billion real-time, privacy-compliant data interactions for 200 publishers and marketers every month. We make the process of accessing online audiences simple, safe, and scalable by arming data buyers and data owners with proprietary technology that automates data connections and centralizes audience management. Through our DataLinX Data Marketing Platform, we enable transparent, secure, private data connections for publishers, data owners and marketers. The eXelate Marketplace delivers demographic, behavioral and purchase intent data on over 300M UV worldwide each month to over 50 directly integrated buyers, who seek to create a more relevant, and privacy-friendly, advertising experience. For more information, please visit http://www.exelate.com.
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