Varick Partners With eXelate To Enhance Data Management Offering

Dec 11, 2012, 09:00 ET from eXelate

NEW YORK, Dec. 11, 2012 /PRNewswire/ -- Agency trading desk for MDC Partners, Varick Media Management (VMM) has signed an exclusive partnership with eXelate, the leading data solutions engine, to enhance the accuracy and reach of VMM's audience data.

"Our engineering team is building powerful data tools to help our clients understand their online data and ultimately their users' behaviors and preferences," said Jeremy Hlavacek, VMM's VP, Strategy and Business Operations. "eXelate's impressive and diverse list of data partners, along with best in class technology, is what sold us on a partnership. There are many players in the data aggregation space, but we found eXelate to exceed its competitors in quality, unique data assets, and scale."

VMM's Data Management Platform, The Lens, was built in-house to qualify clients' audience data. The Lens' pixel server takes first-party audience cookies and matches them against eXelate data to define and verify online users. eXelate will arm VMM's clients with access to granular data attributes on hundreds of millions of unique users in the United States spanning three key audience categories including online purchase intent, household demographics, and behavioral propensity data sets. VMM can then analyze the data, extract insights and then use those insights to target audiences with relevant advertising.

The partnership marks the first of its kind for both companies.

"We are always looking for new and creative ways to work with all of the innovative companies in the ad-tech ecosystem, so we were thrilled to get this deal done with the team at eXelate," Hlavacek added.

"As the audience buying ecosystem becomes increasingly fragmented, the companies that bring real innovation to marketers are those that will win. VMM is developing exactly the kind of solutions that will break through the clutter and we are excited to be an exclusive part of helping them make that happen," said Damian Garbaccio, CRO, eXelate.

About Varick Media Management

Varick Media Management (VMM) was born out of MDC Partners in 2008 as the first data-driven trading desk for agencies and brands. VMM's skilled human capital leverages granular audience insights and real-time bidding through a multi-bid tech approach to drive outcomes. For more information, visit

Eva Johnson
(212) 352-6551

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 500M online consumers worldwide. eXelate's proprietary maX dataTM- customized audiences built for advertisers based on first and third party data- delivers 3-5x better campaign performance as compared to conventional targeting. As members of the NAI, IAB, trustE, 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

Uriah Av-Ron
PR for eXelate
(646) 755-6120


SOURCE eXelate