eXelate Launches maX Data™: Adaptive Audience Segments, Custom Built on a Campaign-by-Campaign Basis

Proprietary modeling algorithms and massive data cloud of unique signals combine to deliver 3x-5x performance lift for clients

Feb 13, 2012, 09:00 ET from eXelate

NEW YORK, Feb. 13, 2012 /PRNewswire/ -- eXelate, the leading data and analytics engine powering optimal digital marketing decisions, today announced the launch of maX (modeled audience eXtension) data™, a dynamic audience intelligence product which leverages first-party data and insights to accelerate digital marketing campaigns. maX data™ combines the power of unique, proprietary first-party data with the massive scale of third-party data to deliver 3x - 5x better campaign results than traditional data and contextual targeting.

eXelate's maX data™ moves beyond "cookie cutter" segmentation to build unique targeting segments, in real time, based on an advertiser's specific campaign goals. Through a combination of sophisticated analytics and a massive data cloud filled with unique data signals, eXelate creates custom data segments that adapt to each advertiser's demands and continue to get smarter throughout the life of the campaign. eXelate calls this process Adaptive Audience Intelligence, which is the heart of what has helped drive advertiser performance to new levels. 

"Data has been the media buyer's best friend for years, but as they become more data conversant, they're no longer satisfied with pre-constructed audience segments. Marketers want original, proactive campaign plans that incorporate dynamic audience targets. eXelate's maX Data™ delivers adaptive audience segments proven to increase campaign performance. We're enabling media buyers to maximize ad spend, stop wasting impressions and target custom audiences that drive results," explained Damian Garbaccio, Chief Revenue Officer of eXelate.

maX data focuses on specific advertiser challenges as opposed to trying to solve those challenges with a pre-formatted answer. Plus, maX data, versus traditional modeling methods, is built with rich, exclusive data points at unrivaled scale -- thereby delivering unique insight into audiences.

"The key challenge facing audience buyers is efficient scale," says Eugene Becker, Vice President of Analytics for Xaxis. "Large brands quickly exhaust high-affinity segments available off the shelf. The fact of the matter is that there's never enough high-performing data. Xaxis tackles this challenge by building the data that our clients need.  This is where eXelate's maX comes in."

Key benefits of maX Data™ include:

  • Unique and Proprietary. All maX Data™ segments are custom built for the advertiser, and are not sold to any other media buyer in order to preserve the inherent competitive advantage of the max Data™ segment to that advertiser.
  • Scale. Advertisers do not need to wait to build a custom targeting pool; eXelate's real-time solution delivers modeled segments to the advertiser from day one.
  • Flexibility. maX Data™ can be leveraged on any media platform. The data isn't one size fits all, so the media shouldn't be either.

About eXelate
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 Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custom modeled data sets actionable across 350M 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.

For Press Inquiries:
Uriah Av-Ron, eXelate PR
(646) 755-6120

Katy Saeger, Xaxis PR

SOURCE eXelate