eXelate’s data eXcellence awards: The Winners

We’re excited to announce the winners for the first ever data eXcellence awards!

Thank you to everyone who nominated. Check out all the awards talk on Twitter and see the pictures below and on our Facebook page!


Top 3 Publisher Nominations:

Matchflow, Manta, TNS

Winner: Manta

Top 3 Platform Nominations:

Media iQ Digital, Videology, x+1

Winner: x+1

Top 3 eXelate Partner Nominations:

Bizo, Nielsen Online Audience Segments – TV Viewing, MasterCard Advisors

Winner: Nielsen Online Audience Segments – TV Viewing

Top 3 Agency Nominations: 

VivaKi, OMD, Xaxis

Winner: VivaKi

Top 3 Non-Advertising Nominations:

American Society of Clinical Oncology, The Polaris Project/Google Giving, Knewton

Winner: Knewton


eXelate’s data eXcellence awards

This Thursday, eXelate will host its first-ever data eXcellence awardsThe awards are the industry’s first and only event celebrating the innovative use of data for smart marketing decisions.

Every second, digital media organizations worldwide leverage online data. Whether it’s for reaching a highly niche audience, understanding the profile of a brand’s consumer, or converting buyers as they traverse the web, data is the catalyst for smarter marketing decisions.

This week, we will highlight one organization from five categories – agencies, publishers, platforms, eXelate partners, and organizations outside of digital advertising – who have implemented our data to achieve dramatic results. We asked the entire industry: 1) what was your business challenge? 2) how did you use data to solve that challenge? and 3) what results were achieved? We look forward to discovering the winners on Thursday night.


To request an invitation to the almost-sold out event, please click here.

Follow all the event excitement on Twitter with #eXelateawards. 

eXelate Selected as One of AlwaysOn Global 250 to be Honored at AlwaysOn Silicon Valley Innovation Summit

New York, NY – July 22, 2013 – eXelate, the smart data company that powers smarter digital marketing decisions, announced that it has been chosen by AlwaysOn as one of the AlwaysOn Global 250 winners. Inclusion in the AlwaysOn Global 250 signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players in the Global Silicon Valley. eXelate’s smart data platform provides accurate, actionable, and agile data and analytics on online household demographics, purchase intent, and behavioral propensities.

eXelate and the AlwaysOn Global 250 companies will be honored at AlwaysOn’s 11th annual Silicon Valley Innovation Summit at the Computer History Museum in Mountain View, CA on July 23rd and 24th. This two-day executive gathering that highlights the significant economic, political, and commercial trends affecting the global technology industries. Innovation Summit’s goal is to identify the most promising entrepreneurial opportunities and investments in the global tech industry.

“This year’s AlwaysOn Global 250 is seeing an unprecedented shift from desktop to mobile. Concurrently, innovators in the cloud are making it possible for an entirely new generation of application and software solutions to enter the technology marketplace. The enterprise world has endured a long ramp-up to the cloud as well as finally accepting that mobile is here to stay. Now, businesses are demanding even more robust, secure applications with which to run their operations — anytime, anywhere,” says Tony Perkins, founder and editor of AlwaysOn. “The Global Silicon Valley is rising to this challenge with unfettered enthusiasm, providing business management solutions, IT infrastructure, and elegant, stable applications. Coupled with bleeding-edge consumer adoption of the latest and most powerful media applications, the companies on this year’s AlwaysOn Global 250 represent the highest-growth opportunities in today’s private company marketplace.”

The AlwaysOn Global 250 winners were selected from among thousands of domestic and international technology companies nominated by investors, bankers, journalists, and industry insiders. The AlwaysOn editorial team conducted a rigorous three-month selection process to finalize the 2013 list.

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.

“eXelate is thrilled to be included as an AlwaysOn OnGlobal Top 250 company,” said Mark Zagorski, CEO of eXelate. “This award recognizes our commitment to powering accurate, agile and actionable data for digital marketing decisions worldwide for marketers, agencies, platforms, publishers and data providers. It is an honor to be recognized for our technological advances that influence game-changing marketing endeavors.”

About eXelate

eXelate is the smart data company that powers smarter digital marketing decisions worldwide for marketers, agencies, platforms, publishers and data providers.  eXelate’s smart data platform provides accurate, actionable, and agile data and analytics on online household demographics, purchase intent, and behavioral propensities.  Through the collection of trillions of directly measured online data points 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 700M online consumers worldwide. As members of the NAI, IAB, trustE, Council for Accountable Advertising, and Evidon’s Open Data Partnership, eXelate is a leader in privacy compliant advertising practices. For more information, please visit http://www.exelate.com or follow  @eXelate.

The Path to a New Car: A Word from eXelate’s VP of Auto Sales

This is my first blog post as the automotive guy at eXelate, and being born and raised in Detroit, it’s been all about cars my entire life.  Now that data has become a major factor in targeting automotive shoppers, it just made sense for me to marry my auto marketing experience with smart data.

The auto shopper is one of the most sought after people across the web.   For years, marketers have been trying to figure out who is in-market and who are just tire kickers.  Are they looking for new or used or are they still undecided? And how long will it be until they really get serious and actually pick a model they like enough to go to the dealership to take a test drive?  Is that today or 3 months from now?

This is not a linear process like traditional media has taught us.  The purchase funnel we used to talk about is more of a path to purchase that actually resembles fingerprint technology.   Fingerprints might all look the same at a glance, but each one is different.  Everyone’s vehicle buying situation is unique and constantly changing.  Decisions need to be made for an infinite number of reasons; time frames and patterns are impossible to decipher.

Think about it.  Let’s say it’s January and one person wants a bigger car because they just moved to Buffalo, New York from Jacksonville, Florida and think that driving in the snow will be a challenge.  And another person wants to make sure they have a vehicle with the correct towing capacity for that bigger camper they’ve been eyeing.  Both definite SUV shoppers.  One has an immediate need and the other is still in the planning stages.  Yet you need to make sure you are targeting both individuals throughout their decision making process.  That’s where data comes to the rescue.  People’s online habits can give us clues to make marketing decisions more effective.

While OEMs are looking to target new vehicle shoppers, the auto shopping population has almost 3x as many used vehicle shoppers compared to new.

US Auto Sales, 2012 (http://www.nada.org/NR/rdonlyres/1B512AC7-DCFC-472C-A854-6F5527931A2F/0/2013_NADA_Data_062813.pdf)

US Auto Sales 2012 (Source: NADA)

When consumers go to auto shopping and research sites, the sites are designed to reach both new and used shoppers, so almost ¾ of your targeting is to the used buying market.  What if you could use a data source that concentrated on new car buyers and over indexed the marketplace to make targeting more effective?  That’s what eXelate has been doing in the auto vertical and that’s why the data is much more effective.

A recent 90 day Korrelate study found that eXelate data reaches half of all new car buyers.   In 2013 alone, you can reach 8 million auto buyers and 34 million that are in consideration.

This is an exciting time to be in the data business, and the auto industry understands how important it is to reach people throughout the entire path to purchase – wherever that road is to a new car sale.

Frank J. Smychynsky is VP of Automotive Sales at eXelate and is based in Detroit, MI. With over 20 years in the world of cars, Frank is our resident auto expert. Click here to get in touch with him. 

Notes from Brian Morrissey: Data and its Discontents

brian-morrisseyAt Digiday we have this thing we call Buzzword Bingo at events. The idea is that people get a prize by plotting out various buzzwords. I like to have a side bet nowadays of what will get checked off first: “native advertising” or “Big Data.” I don’t have the numbers totally crunched but I’m pretty sure Big Data is in the lead.

This is normal. Big changes – think the cloud – frequently become marketing terms that quickly lose all semblance of meaning. It’s easy to poke fun at them, or even dismiss their importance entirely. That would be a mistake with Big Data. It means something – but that something has been lost by all the marketing that’s overwhelmed it.

I say this because I feel that our ability to collect so much data, crunch it, etc. has sometimes caused us to lose sight of the ultimate goal. Take publishing. In my role as editor, data is incredibly important. I look at data from Google Analytics, Chartbeat and sharing services in order to determine answers to a few simple questions: 1) Is what we’re doing working? 2) What should we do? Now this data is an input. It’s just that. Our audience development manager, who is very young, mentioned to me that Upworthy uses about 200 versions of a headline to see which one will work. That’s OK to me, but it’s also a bit of a shortcut. In the end, I can’t make editorial decisions based purely on the numbers. All our stories would be Top 15 Worst Brand Screwups in Social Media. Our goals of building a strong brand and a loyal audience that respects us for honest coverage of important issues would be compromised. There’s not an algorithm for that. It’s a sensibility.

Data is an input that will help. When it comes to digital media, data is about two things from my point of view.

Data allows companies to better serve their customers. This isn’t new – companies have always relied on data. It’s just that now, there’s a lot more of it. The really interesting part about data is when companies improve their services for customers. This is the promise of Big Data to me. I go back to Amazon’s collaborative filtering technology. At the risk of sounding like the old guy my millennial colleagues like to paint me to be, this was a game changer. Suddenly I was able to find related products of interest to me. I knew full well Amazon was tracking my purchases and browsing to do this. And I loved it! Same with Netflix – I love it tracking me. I want it to track me. I need it to track me. I want it to figure out for me what to watch.

Data allows digital media to be more efficient and useful. In this world of data, we should see fewer, better ads. That’s the promise. We operate online leaving a digital bread crumb trail. Nothing is free in life. The implicit tradeoff is that we’ll allow publishers and advertisers to responsibly use this data in order to improve the ads we see to pay for the content and services we use. This is noble, and important – and I’m not saying that because eXelate bought me a lovely lunch. You can feel the “but” coming here, right?

The simple truth is the promise of Big Data in advertising is confusing. There’s an idea on the data side of this business that marketers must speak the language of technologists and not vice versa. We see this all the time in how the many technology companies try to explain what they do. Khurrum (Malik, CMO eXelate) and I were talking the other day, and he brought up the concept of the tyranny of knowledge. It fits perfectly for one of the biggest challenges of this industry: how to simply explain what it does. Too often there’s an assumption on the part of the data-crunching techies that everyone understands this – or should. It leads to people on the marketing side not asking simple questions for fear of looking foolish. But these are the questions that need to be asked: How does what you do help me serve my customers better? How can it help make advertising better and more efficient?

That brings me to where I see this idea of Big Data going. And it’s away. It’s like how social media is fading into the ether. “Social” is part of everything. I’d coopt something Charlene Li said years ago about social: It’s like air. So too is data. It’s everywhere. It’s not a feature, it’s the environment. Once we get over this idea that data is something new and exotic, to be mined maniacally, collected and protected zealously, we can get back to what I mentioned at the outset: How can we use these raw data inputs to help people? How can data be used to tell better stories? How can data improve services and even create entirely new ones?

To answer these questions, it is necessary to move a step further from Big Data – it’s time for quality over quantity.

Brian Morrissey is the Editor in Chief of Digiday. Follow him on Twitter @bmorrissey.

Mobile Browsing Interests of Men & Women

The future is mobile. Phones and tablets are becoming larger parts of our online activity. Our lives are filled with multiple browsing devices, from tablets and phones to traditional computers. Mobile devices reflect some of our most idle browsing, reflecting pleasure rather than work. We decided to compare mobile browsing across iOS and Android platforms for men and women.

exelate men women mobile browsing

Men and women have distinct browsing behavior, as you can from the segments they find themselves in. Some activities are common between men and women. Entertainment, technology, shopping and reading the news are all shared activities. On the other hand, there are some distinct differences. Websites relating to parenting, travel, health and food are all more common sites for women than men, while men show more interest in games, technology and finance.

Of course, just because we don’t see someone fitting the Finance or Food & Wine segments on a mobile device does not mean they aren’t interested! We are only capturing a part of that user’s browsing. That is why we are so excited about our new partnership with Drawbridge. Drawbridge increases our ability to connect our mobile and desktop users, expanding the range of platforms for a user we can collect data from, and subsequently allowing people to see relevant ads across multiple platforms. We may never see a user visit a parenting website on their desktop, but through cross-platform connections, we can make sure a user see ads to catch their interests across their digital space. This increases the accuracy, actionability and agility of our data; the core attributes of eXelate Smart Data.

The eXelate Team Helps Foster the Next Generation of Data Scientists

On Tuesday, the Data Science and Technical Operations groups at eXelate participated in our New York City community when members of the teams visited 6th grade math classes at MS 54 (Booker T Washington Middle School) to discuss how math is shaping our everyday world.

analytics team math school

eXelate’s Analytics Team (Sean Cook, Matthew Fornari, Tingting Lin, Kevin Lyons, and Patrick McCann)

The team started out by explaining what Data Scientists do at eXelate and how exciting their jobs are. Some case studies of the type of analyses the team conducts were presented, including a demonstration of how what consumers see on the internet (both the ads and content) is determined, in real-time, by advanced mathematical algorithms. The team even surveyed the kids ahead of time and built some statistical models that, in real time, successfully predicted (to the relief of the fingers-crossed analysts) the favorite movies of the students and the things they most like to do after school.

The presentation was concluded by noting that no matter what discouragement the students may endure, each of them can learn and apply math to their careers regardless of their background or appearance – one of eXelate’s core values. It was a great experience for the presenters and the students were very engaged, even dubbing the presentation as “cool” – a big win for us!

For what it’s worth, eXelate would like to make a call out to all Data Scientists out there: Get involved! Offer to help out at a school! Who knows, you might just help to change a kid’s life, all while having a lot of fun and fostering the next great generation of Data Scientists.

Making Mobile Actionable with eXelate and Drawbridge

The digital world continues to get increasingly complex as consumers continue to utilize different platforms (PC, smartphone, tablet) throughout their digital day. Our latest white paper, The Smart Data Manifesto, laid out how consumers continue to embrace a digital lifestyle by consuming media across PC and mobile devices. One of the key tenants of smart data is that it must be actionable – data that can drive scalable action in a way that maximizes a business objective.

Our recent State of the Industry Survey on audience targeting also provided evidence of the growing importance of mobile platforms as a way to target audiences. The research showed that although 80%+ of the digital advertising ecosystem (advertisers, agencies, platforms) prefer to use the PC platform for audience targeting, mobile platforms are now also used almost 60% of the time – a trend that will continue to grow.

mobile audience targeting growth
The skyrocketing importance of mobile is undeniable and that is why our partnership announcement with Drawbridge is so exciting. eXelate’s partnership with Drawbridge will make eXelate’s smart data actionable to over 600M mobile devices while providing Drawbridge’s innovative technology the ability to expand their segment availability from 800 to over 8000 segments.

We believe that the digital marketing ecosystem will continue to look for companies that are working together to provide multi-platform solutions – those that will go across PC and mobile platforms. Our partnership with Drawbridge is an example of how eXelate’s smart data and analytics combined with Drawbridge’s proprietary technology will make digital media more relevant for consumers and effective for marketers.

We’re looking forward to continuing to innovate in a multi-platform world – mobile, here we come.

eXelate and Bizo Join Data Forces to Create ProSumer Segments

eXelate is excited to announce 10 new targetable segments created by combining eXelate’s most popular premium interest and intent segments and Bizo’s powerful business demographic data (e.g. job function, seniority, industry, company size) on over 85% of the US business population. The newly formed segments, branded Bizo ProSumer Segments, offer a more specific way to target audiences who are likely to buy specific products.

Bizo sources its data from a network of over 4,200 publishers and through various means including registration data, offline business databases, encrypted email addresses, vertical websites and IP data. eXelate’s premium data spans the entire purchase funnel, reaching hundreds of millions of online users worldwide in over 900 demographic, behavioral and purchase intent categories.

exelate bizo prosumer high res

“eXelate enables marketers to reach potential customers with highly relevant messages through accurate, actionable and agile 3rd party data. The combination of Bizo’s B2B data and eXelate’s in-market data creates unique, targetable audiences at specific financial levels that can afford luxury items,” says Nancy Neumann, VP of Client Services at eXelate.

“Given the high relative education and affluence level of business professional audiences, Bizo’s audience segments represent some of the highest value consumer segments online,” says Bizo’s VP of Channel Operations Patrick O’Brien.  “Now, by combining our segments with eXelate’s high quality in-market data, we can jointly help marketers reach the audiences they care about most with an even greater level of precision.”

Contact eXelate now to start targeting these segments.

Cinco De Mayo: Mexico and France’s Browsing Interests

Cinco de Mayo is a widely celebrated but little understood holiday. For most Americans, Cinco de Mayo is a celebration of Mexican culture, with good food, good margaritas and good times. In fact, Cinco de Mayo celebrates a very interesting and often overlooked historical event: the victory of Mexico over invading French forces! In late 1861, 8,000 French forces under Napoleon III invaded Mexico, won initial victories and headed towards Mexico City. Despite being known as the greatest army in the world, a group of poorly equipped Mexican soldiers (outnumbered 2 to 1) defeated the French in Puebla, the Mexican state which still celebrates Cinco de Mayo today.

eXelate has many locations worldwide; four in the US, and offices in Paris, London and Israel. Through these offices and our partnerships with international publishers, eXelate maintains a strong base of international data. In honor of Cinco de Mayo, we decided to compare and contrast the browsing behaviors of Mexico and France. This 30,000 foot view of the countries revealed a number of insights into their relative behaviors.

exelate cinco de mayo

Looking at web browsers, Mexico has become addicted to Chrome, with nearly half of website traffic using the Google browser. Compare this with France, where Firefox is still very popular and Chrome adoption rates are significantly lower.

Similarly, we examined how users utilized the Internet across a range of segments, four of which are visualized above. The results are interesting. France, which has high-quality, fast rail travel and double the population density, displays far less interest in auto-shopping, with Mexican internet users looking for cars nearly twice as often. France, on the other hand, takes the cake for fashion, with browsers being interested in Fashion related sites nearly three times as often as their Mexican counterparts. The more culturally neutral segments, such as an interest in music or news, display far weaker cultural and geographic trends.

In order to celebrate, we’ll be sipping some tequila instead of champagne this weekend.