Exploring Your Audience: Targeting Segment Overlap

eXelate segments share users based on similar browsing behavior, and when those segments are targeting people with similar interests, this overlap can be significant. This heat map visualizes 50 of our most popular segments by shared users. Finding unnoticed relationships among users and segments can be invaluable for advertising campaigns.

For example, Auto Buyers: Hybrids and Shopping: Personal Tech draw from unique sources of information yet show an audience with many of the same users. This can be seen in the intersection of the red row and column. In many ways hybrid cars are a form of personal tech, with an emphasis on sophisticated design, interactivity and advanced technology. Other segments with significant overlap include an interest in green living and an interest in overall health shown in green, and an interest in reading as a hobby and having a cat as a pet shown in purple.

This provides ideas for additional marketing. Personal tech shoppers may be ideal targets for hybrid car sales- interested and inclined to like them, yet existing farther up the sales funnel. Conversely, hybrid car shoppers are ideal targets for personal technology, and would be an incredible target for personal technology which integrates with the hybrid car they may soon purchase. While highly targeted segments present the best sales opportunities, it’s important to consider what consumers look like at all points in your sales funnel and how advertising designed to target a different but related audience may benefit your campaign.

exelate Segments

eXelate CEO Mark Zagorski talks Data Modeling with ExchangeWire

As seen in: ExchangeWire

Sophisticated data modeling has become a requisite for most traders working in the data-driven ad space. Some are building their own prop models, others are partnering with the likes of eXelate to personalise the message for the audiences they are trying to reach. In this episode of #TraderTalkTV we get Mark Zagorski, CEO of Exelate, to explain his company’s approach to Real-Time Data Modeling.

A Marketer’s Road Map: eXelate’s 2013 Auto Guide

As a data provider looking to help more marketers get in touch with their target audiences, we pride ourselves on our extensive list of reputable publishers that connect our clients with the best data. Our data is the smartest out there and spans the entire purchase funnel, helping reduce ad spend waste in campaigns. To easily digest what we have to offer, we’ve created one-sheets specific to each of our verticals to show the depth and breadth of data we work with. This month, we’re offering our 2013 Auto Guide – download now to learn about how we can help target audiences looking to buy!

exelate auto guide

White Paper: 2012 Audience Targeting State of the Industry Survey

In late 2012, eXelate partnered with Digiday and took stock of the audience targeting industry by surveying the data targeting methods, trends, and future plans of agencies, marketers, and ad platforms (ad networks, exchanges, and DSPs). The survey concluded that data usage in online advertising is getting more sophisticated as custom data – first party or performance data modeled to achieve scale – has grown significantly in usage based on the launch of proprietary data modeling solutions. Below are additional key findings:

Data Survey InfoGraphic (2)

Click here to download the white paper.

Read more about the State of the Industry findings in Mediapost’s Data and Targeting Insider.

Real-Time Bidding, Data, and Multiple Devices to bring Lift to CPM

In a recent Ad Age article, it was announced that Forrester would be reducing its forecast for overall growth of the online display advertising market. However, they predicted that average CPMs will rise 76% to $4.68 by 2017 from $2.66 in 2012. Senior analyst Joanna O’Connell of Forrester predicts that the viewable impression standard will help bring about this lift, and we have some suggestions as well.

  • Reducing the number of ad units could change the dynamics of direct/premium buys and inventory available for non-premium outlets.
  • Consumption across multiple devices will have an impact on what ad units are used, and whether they’re viewable impressions.
  • As online content trends switch to other devices – mainly, mobile – the ad format supply will also change.
  • The increased availability of valuable data can help engagement rates by improving relevancy against target audiences.

Real-time bidding will also help increase CPMs, as Ms. O’Connell notes. RTB allows advertisers to make decisions in real time about the value of that impression for that advertiser. This increases CPMs as advertisers are willing to spend more to reach their target or predictive audience. Data can play a huge role in this, as well as quality and viewability of the media. Marketers and technology are becoming savvier, and people are willing to spend more while making sure they’re reaching the correct audience.

Video and mobile growth, to date, has been tremendous, and bringing RTB to those platforms as well as using data will only increase overall advertising spend.

Hitting the Target: Marketing on Phones and Tablets

In case you missed it, the Wall Street Journal released an article on Thursday full of interesting stats about the mobile ad market.  Among the numbers, the WSJ indicates that the mobile ad market is now at $2.6B, but only 20% of that is display. And yesterday’s Ad Age covers the difficulty publishers are having monetizing traffic for more than a $0.75 CPM.

These data points indicate significant opportunity for mobile advertising. Although we aren’t ready to proclaim the often repeated cliché that next year is the year of mobile, we do see some real momentum from marketers and advertisers.

At eXelate, we believe it’s important for the digital ecosystem to address certain key issues in order to more effectively leverage mobile as a platform for advertising. Specifically, we are leading the way in three areas:

  • Going beyond local. Mobile is rightfully known as a great domain for geo-based targeting. But both DR and brand advertisers are demanding more robust targeting capabilities for tablets and phones, with behavioral data and richer consumer profiles at the top of their wish lists.
  • Improving technical solutions for ad targeting. Whether we’re talking mobile web or mobile apps, display or video, each device has unique specifications to contend with. These differences provide technical hurdles for cross-publisher tracking and behavioral targeting as a whole. We expect to lead the industry to develop best practices to address these issues.
  • Providing leadership on regulatory issues. The Federal Trade Commission is happy to let the industry take the lead in establishing clear, consumer-friendly mobile privacy practices, but that means we must lead. The industry must come together to establish best practices around consumer notice and choice.

We are excited to lead the way in addressing these challenges. It may not be the year of mobile, but it’s certainly time for mobile to take its proper share of three-screen marketer media spend.

Dollar Data Club – Brought to you by eXelate

STOP wasting impressions with no data targeting!

Get high quality data for life with Dollar Data Club, brought to you by eXelate. Stop paying for fancy ad tech that’s just not getting the job done. For a few bucks a month, we’ll provide you with best of breed data to help you target your campaigns – soon enough, you’ll have so much extra brand loot you won’t even know what to do with it. See what else our CRO Damian has to say about it:


Be sure to check out Dollar Data Club to learn more about how we can make Big Data work for you. Contact eXelate to get started today.

Special thanks to:

Meerkat Media

Damian Garbaccio

Vlada Kabatyanskaya

Jackson Coakley

Big Data Myths: Why All Data is NOT Created Equal

At Digiday Exchange in NYC in August, eXelate CEO eXelate CEO Mark Zagorski took to the stage to discuss Big Data, how companies should approach it, and some of the most common myths surrounding it. Take a look at the full interview below, or scroll down to read some of the discussion highlights.


On Big Data: Big Data isn’t about having a big database – it’s about having many pieces of unstructured data in which you look for signals that create patterns of consumer behavior upon which you can act. It’s not CRM data, but it’s about seeing traffic in and out of stores, knowing sales, and making connections between the two. Most companies think they need an all-encompassing solution for data. But in reality, there are a lot of small things brands and advertisers can do to claw away at each pile of data, and these small things can prove incremental results – for example, bringing your offline data online. The trick is to look at the specific thing you want to do – drive higher conversion rates or acquire more customers – and apply a specific data set to your problem.

Data Myth #1 – All data is created equal. There is good data, and there is bad data. There are valuable and non-valuable signals. When you look at the Lumascape (another myth!) there are a lot of different data companies. Every logo is the same size but in reality, every data set is not the same size nor do they have the same caliber of data. Take online data versus offline data; a modeled offline user is different than a registration-based online user when it comes to something like demographic information.

Data Myth #2 – First party data is more reliable than third party data. First party data is great – for the first 50 people that you’ll reach with it. The issue with first party data is that it doesn’t scale, and using it is essentially talking to the same customers that you’re already in contact with. That’s great for upselling and sales retention, but what about acquiring new customers? The best use for first party data is as a seed to model against – you want the best first party data to model a top-of-the-funnel audience.

Data Myth #3 – The Lumascape is an accurate depiction of the complexity of the ad tech world. All due respect to Terry Kawaja & Co, but the chart was created for one reason – to sell banking services. There are two key issues with the amount of logos on the slide – (1) there are a lot of opportunities for consolidation and (2) they create a lot of confusion, which in turn creates a market for services that will clear up that confusion. An advertiser or a publisher does not need to work with every single company on the Lumascape chain to make a connection – many times they’re not involved with any major decisions. The Lumascape overcomplicates areas that are simple, and oversimplifies some areas that are complicated.

Join the conversation – follow Mark and Digiday on Twitter.

Measuring Campaign Accuracy– There’s No Escaping the Math

Over the summer, there’s a natural tendency to let the mind wander from some of the more rigorous and demanding parts of the digital advertising world. Whether on vacation or at our desks, when the weather is warm the last thing some of us want to focus on is math.

But at eXelate we don’t have that luxury, and now that summer has reached its symbolic end with Labor Day it’s time for everyone to face some hard truths that aren’t changing anytime soon. In case you missed it, Nielsen Online Campaign Ratings released their latest set of Benchmarks or “norms” in August.

These norms help marketers evaluate their campaign effectiveness by benchmarking their campaign accuracy against campaigns with similar targeting criteria.  Nielsen Online Campaign Ratings benchmarks take results from prior campaigns that used Nielsen Online Campaign Ratings and creates an average result for campaigns within various “zones” or audience parameters. This helps provide guidance as to accuracy expectations for a broad campaign targeting, say “all Women” versus a more narrow campaign targeting “Men 18-24.”

What’s interesting about the norms is that they provide a good measure of targeting efficiency between varying types of campaign targeting.The latest norms break down as follows:

Zone Zone Description Gender Target Span Avg of % on target
Zone 1 Broad, All Genders Persons >30 year span 84%
Zone 2 Broad, Single Gender Males, Female >30 year span 54%
Zone 3 Medium, All Genders Persons 15-29 year span 58%
Zone 4 Medium, Single Gender Males, Female 15-29 year span 41%
Zone 5 Narrow, All Genders Persons <15 year span 44%
Zone 6 Narrow, Single Gender Males, Female <15 year span 32%

One key takeaway is that there is no “one-size-fits-all” when it comes to gauging campaign effectiveness. Any marketer that is spending on digital advertising expects perfection, and our goal at eXelate is nothing less. At the same time it’s interesting to see how elusive perfection can be, even with the broadest of campaign targets. How you target, who you target, what data you use to fuel your campaigns: all of these factors are going to determine how successful your campaigns are in reaching their audience goals.

Another takeaway is that marketers can do better. As an industry, the results above should concern us because there’s simply too much inefficiency here. While the targeting methodologies that make up these norms surely differ, there’s no escaping the fact that marketers won’t put up with campaigns that fail to hit their targets over and over. A key promise of digital is accuracy of measurement and delivery, so it’s time for us to make good on that promise, or we’ll be doing a lot more make goods.

We take campaign ratings very seriously: quality data is at the core of our business. That’s why we spend so much time measuring our data quality with the same tools marketers use, like Nielsen Online Campaign Ratings. We validate our own data so that when marketers use our data to reach their intended audience, they are successful. Summer, fall, whatever – there’s no avoiding the math.

Did You Know: You Can Build Modeled Audiences and Accelerate Your Sales Cycle?

Did you know…

  1. 61% of brand advertisers and agencies in North America use first-party data for data targeting?
  2. you can build a custom pool of future audiences to retarget at advanced stages of the purchase funnel?
  3. you can drive campaign-specific goals by leveraging insight from previous high performers? 

eXelate introduces accelerated conversion, the fourth and newest addition to the consumer purchase funnel. Accelerated conversion gives marketers a new audiences to target, and pushes these consumers through a much narrower funnel – therefore shortening the sales cycle.

Custom models leverage first party data to recognize the characteristics of your best performers. Using those unique consumer characteristics, eXelate builds a robust model of new, relevant consumers for you to target – allowing you to reach highly qualified consumers much further along in the purchase funnel.

With a massive amount of reference points that no other data company can match, eXelate has more unique data sets than anyone. Contact an eXelate representative today to learn more about accelerated conversion and how to incorporate it into your campaign.