eXelate Joins adap.tv Marketplace to Offer Audience Targeting and Optimization Tools

Partnership Offers Advertisers Advanced Capabilities to Identify Specific Audiences and Maximize the Effectiveness of Video Ad Campaigns

Jun 02, 2010, 09:00 ET from adap.tv

SAN MATEO, Calif., June 2 /PRNewswire/ -- Adap.tv, creators of the first online video advertising marketplace and the onesource video ad management platform for publishers, announced today a partnership with eXelate, the first and largest open exchange for audience targeting data. eXelate is the first to offer advanced targeting services through the new open data integration feature of the adap.tv marketplace (atm), which helps advertisers leverage multiple data targeting sources for their online video campaigns.

This partnership combines adap.tv's innovative platform with eXelate's industry leading consumer targeting data on over 150 million unique visitors each month. Advertisers in the adap.tv marketplace gain access to eXelate's rich targeting data including age, gender, community and household income. There is no integration process for buyers who want to leverage eXelate's registration-based data inside the marketplace, making buying audience-targeted campaigns as simple as selecting the desired user segments from a pull down menu.

"Fluid, flexible access to a broad pool of eXelate data via the adap.tv marketplace represents the next stage in the evolution of the rapidly growing online video space," stated Mark Zagorski, Chief Revenue Officer of eXelate. "Video advertisers will now be able to leverage the same type of pinpoint targeting capabilities that display advertisers have been using for years, helping to support both branding  and performance focused campaigns. We are excited to be partnering with one of the leading companies driving this video targeting evolution."

Data has become increasingly critical for online video advertisers that demand better ways to reach their most relevant audiences. According to a recent study from Advertiser Perceptions, more than half of agencies surveyed believe that integrating additional data providers into a targeting system provides more effective campaigns.

"The adap.tv marketplace provides the most innovative tools available to make online video buying and selling efficient and profitable," said Toby Gabriner, President of adap.tv. "By partnering with a leading technology company like eXelate, we can deliver a valuable tool that meets the growing demand among advertisers for more advanced data and campaigns that perform."

About adap.tv

Adap.tv develops video advertising trading, serving and management technology that makes video more profitable and less painful. It is the way video advertising works. The adap.tv marketplace (atm) is the industry's first online video advertising marketplace. atm connects advertisers, agencies, publishers and ad networks with a robust marketplace to make smart buying and selling decisions in real time. adap.tv is also the creator of onesource, the online video ad-serving platform that empowers publishers to succeed in online video. A complete end-to-end solution, onesource helps publishers increase advertising revenue, grow streams, make the right business decisions, and simplify every aspect of ad operations.  Based in San Mateo, CA with a sales office in New York, the company is privately held and is backed by Spark Capital, Redpoint Ventures and the Gemini Israel Funds. For more information please visit http://adap.tv/.  

About eXelate

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 each month in lucrative verticals including Business-to-Business, Auto, Travel, Finance, Shopping and registration-based Demographics. For more information please visit www.exelate.com.

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SOURCE adap.tv