NEW YORK, Jan. 31, 2012 /PRNewswire/ -- eXelate and Nielsen Catalina Solutions, two leading players in the shopper insights, data marketing and online advertising industries, are joining forces to help consumer packaged goods (CPG) marketers reach consumers with more relevant digital advertising that is based on actual in-store purchasing behavior. This alliance is an extension of work first announced in early 2010 by eXelate and Nielsen.
The new alliance complements and expands Nielsen Catalina Solutions' digital footprint by leveraging eXelate's data cloud to power audience optimization and return on investment (ROI) measurement capabilities to a select list of online media partners via a closed-loop implementation.
Through the industry's most advanced data cloud, eXelate ingests data from leading online and offline organizations and delivers dynamic marketing insights on more than 300 million global unique users that power enhanced advertising performance. Founded in 2007 and headquartered in New York, eXelate has become the world's largest digital data engine powering 60 billion privacy-compliant data transactions for 200 media companies every month.
Nielsen Catalina Solutions, a joint venture of Nielsen and Catalina, is the leading provider of single source analytics that measure and improve advertising performance for CPG marketers and media companies.
"Teaming with eXelate allows us to increase the online consumption of our most valuable assets, our data and advertising effectiveness analytics," said Nielsen Catalina Solutions CEO Mike Nazzaro. "eXelate gives us technology to centralize and easily package, price and promote our high-value data across multiple channels. Most important however, is that Nielsen Catalina Solutions' analytics will help CPG advertisers achieve and potentially exceed their digital advertising ROI goals by empowering them to reach audiences based on actual purchase data to help make better marketing decisions."
For example, this data is both at the category and brand level so marketers can precisely reach people who buy cereal based on specific brands, volume and other purchase-based definitions to deliver customized ads to the most valuable customers, further improving advertising ROI. Nielsen Catalina Solutions' services are available through a variety of digital and traditional media channels.
Nielsen Catalina Solutions will accelerate the audience buying and selling process by using eXelate's platform infrastructure. Additionally, eXelate's platform will centralize privacy protocols such as consumer profile preferences, opt-out and Do Not Track functions, and extend these preferences when integrated with Nielsen Catalina Solutions.
In 2010, eXelate and Nielsen aligned to bring Nielsen's anonymous offline segmentation data into eXelate's Data Platform. By integrating granular online and premium anonymous offline data, the deal enabled advertisers to create integrated online programs that reach their best prospects more efficiently.
"We're thrilled that Nielsen Catalina Solutions will also now use eXelate's platform as the technology backbone for developing a critical component of its data marketing strategy," said Mark S. Zagorski, CEO of eXelate. "eXelate will enable the company to productize its audience data, and seamlessly deliver it in a privacy-friendly manner, thereby creating new and sustainable revenue streams."
eXelate provides data and insight on online purchase intent, household demographics and behavioral propensities that enable digital advertisers to make optimal marketing decisions. Through the collection of directly measured online data and distribution partnerships with information leaders such as Alliant, Nielsen, Nielsen Catalina Solutions, Mastercard Advisors, Bizo, and more, eXelate makes online, offline, and custom modeled data sets actionable across 300M online consumers worldwide. eXelate's proprietary maX data™ - customized audiences built for advertisers based on first and third party data - delivers 2x campaign performance as compared to standard data sets. As members of the NAI, IAB, Council for Accountable Advertising, OPA and Evidon's Open Data Partnership, eXelate is a leader in privacy compliant advertising practices. For more information, please visit http://www.exelate.com