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


Come Find eXelate in February

With a new year comes new industry events, and it’s already gearing up to be a busy 2012 for eXelate. With a lot on our calendar, we’re able to sponsor some great events and present some of our latest thoughts and ideas within the ad space. Check out where to find us in February!

Let us know if you’ll be attending any of these events! To schedule a meeting with the eXelate team during the conferences, please e-mail Meghan Brown at meghanb@exelate.com.

eXelate Sponsors IAB & Winterberry’s White Paper: From Information to Audiences: The Emerging Marketing Data Use Cases

Winterberry Group analyst Jonathan Margulies presenting at the IAB/Winterberry Group White Paper release on Tuesday, January 17.

This week, the IAB released a study that explores four data-driven use cases and how effective they are at leveraging the “big data” that everyone is talking about lately. The White Paper, produced in conjunction with strategic consulting firm Winterberry Group and sponsored by eXelate, is another attempt to further decode the mystery that digital data has become. The study uncovers how marketers are now shifting from traditional data to the optimization of consumer audiences, and what needs to happen to make this optimization widespread.

The four cases the paper focuses on are:

  1. Audience Optimization, which it states is at a low maturity level and is primarily used by digital advertisers and ecommerce players.
  2. Channel Optimization, also deemed at a low maturity level and used by publishers.
  3. Ad Sales & Yield Optimization, another use at a low maturity level, but one that could perhaps be increased with the help of publishers.
  4. Media Buying & Ad Targeting, the only use showing any promise at an intermediate maturity level, used mostly by digital ad agencies and DSPs.

The paper also touches on the difficulties of achieving widespread optimization, and what is necessary in order for it to come to fruition.

Click here for more information on the White Paper, and download your own copy!

Let us know your thoughts on data optimization, and what you think needs to happen to get marketers there.

Predictions for 2012: Data is Everywhere!

From election campaign results to Olympic medal tallies, 2012 is going to be all about data.

Even though a foreboding sense of “data fatigue” seemed to be emerging at the end of 2011, from my analytically-biased point of view, data will once again be on the tip of everyone’s tongue in the coming year. Not, however, as the buzzword  “flavor of the moment”, but as a key component in all digital ad activity.  A few key predictions for 2012:

1. Data becomes the “lead” as opposed to the “follower” in digital media buys.

Data has been the media planner’s best friend for a number of years, helping them decide where to invest their client’s media budget based on the relevant data presented by each publisher’s/network’s sales teams. But as media planners become more and more conversant in data, we’re going to see original, proactive campaign plans based on both structured and dynamic audience composition targets. Media selection will become a secondary consideration.  And, although  pre-constructed “audiences” will still be important, particularly those based on robust branded data sets (such as Nielsen PRIZM clusters), custom segmentation based on performance criteria will lead the way for both DR and branding campaigns.

2. Cookie cutter data will lose traction vs. customized segmentation.

Per the above, advances in the quality of planning as well as innovations in data and audience modeling – based on the combination of first and third party data assets – will drive a new era in digital data targeting. The days of “one size fits all” data will slowly begin to fade.

3. Audience targeting breaks free of the PC.

As data targeting has focused on PC-based advertising to date, 2012 will see the process introduced to other venues, namely mobile devices and addressable TV. As mobile application companies and ad networks seek to accelerate their revenue and create more aggressive business models next year, data will be one of the first places they look. Addressable TV companies will start to come of age as well, as “test budgets” morph into real dollars as data-based audience targeting scales in the coming year.

4. Group buying becomes more refined.

As group buying matures in 2012, the “spray and pray” versions of daily deals and buying groups will have no choice but to implement better, more refined tactics to maintain sales and customers. The group buying companies that will survive 2012 will do so by integrating Geographical, Vertical and Audience driven targeting into their marketing operations in order to compete with declining uptake. As with the early days of online advertising, targeting will be the key for their survival as the novelty of group buying wears off.

5. The digital personnel crunch gets worse.

Online advertising is becoming  further entwined with the hardcore data analytics world, and the demand for smart, ad-savvy mathematicians is growing exponentially. MediaMath’s Joe Zawadzki nailed it – Mad Men are becoming Math Men, and we are short A Few Good Men.  NYC, the hub of the advertising world, will quickly lose traction unless local schools spit out more quants. The new Cornell-Technion partnership can’t come fast enough!

6. The election will be won and lost online.

If social media was a critical component of the Obama victory in 2008, particularly in swing states like Indiana and Florida, it will be even more critical in 2012. Audience targeting, obsessive community building, targeted tweets and rich candidate video experiences will define the 2012 election. The candidate that can deliver the correct mix of these ingredients will take home the big prize.

From politics to ecommerce, it’s clear that in 2012 data may not make the same headlines it did in 2011, but it will be a key part of every story.

Publishers: It’s 2012 – Time to Increase Your Page Yield

In this performance-driven medium, the push to increase performance is never-ending. I’ve seen many publishers invest deeply in people, process, and technology to increase the revenue a page can yield, independent of the number of times it has been viewed. Today, it’s fairly common to have an internal discipline around optimizing unsold ad space, managing rate cards, packaging, links, etc. As I work with publishers both large and small, there is a growing realization that working with data is the next logical step in leapfrogging page yield up another couple of notches. Here are some of the perspectives I gained from content thought leaders over the last few months.

1)      Page yield is about optimizing the value the page has to the advertiser, publisher, and user. It’s always a balancing act. Too conservative and you leave money on the table. Too aggressive and you potentially turn off both advertisers and users. For example, a page with one ad and a few text links may look clean but it may not offer a broad creative palette for advertisers who would be interested in advertising on your site, thus choosing to spend a small portion of what they could if they had better options or worse, choosing to advertise elsewhere. Similarly, we all know the joke about the “NASCAR” sites with banners at the top and bottom, buttons on the rail, highlighted in-article text, overlays whooshing around, and audio auto-playing. Not an environment designed for loyalty. Our partners are finding that licensing data in an anonymous fashion to the marketplace increases page yield that doesn’t require making a trade-off decision. This is good news to Product and Sales teams.

2)      Data licensing is NOT competitive with your sales team. They are truly apples to oranges in comparison. Direct sales are about offering the advertiser a level of service and control. Pricing, ad formats, location, inventory levels, adjacency, rich media, reporting, optimization – these are a few of the range of needs that publishers fulfill when they engage with an advertiser directly. The publisher charges a premium to be able to fulfill these needs and over time, both partners have a good sense of the value each other brings and how to mutually grow together. Data licensing to an exchange, on the other hand, doesn’t offer the advertiser any of those things. They are buying an aggregated pool of data and the media to support it independently of your site’s inventory. Advertisers forgo a lot to be able to achieve scale and cost efficiencies – you could liken it to a DIY approach. At the end of the day, publishers offer a full car to advertisers, and data exchanges are more of a parts store. Most important, data licensing allows publishers to monetize their audience when they are not on their site. This is a relief to the Sales team.

3)      Data licensing has some of the best ROI in the industry. Unlike expensive yield optimization technology, and the training and staffing required to maintain it and its various components, working with data is very low touch. Once an initial mapping of a site’s taxonomy to the aggregated data taxonomy is complete, deployment of the code snippet often takes a day or two and then requires virtually no effort to maintain. Therefore, training and staffing are not required to generate four, five, or sometimes six figures of profit every month. This makes both AdOps and Finance happy.

I wish there were more opportunities where the payoff for the effort is so high in proportion to the effort and risk. And given the financial goals publishers have received for 2012, this is as good a time as any to broaden the range of revenue-generators. A smart data-licensing strategy will lift page yield and jumpstart ROI for 2012.

As seen on AdMonsters

2011: eXelate in the News

This year has been an eventful one at eXelate, so we put together a clickable infographic of all the major press we’ve received for exciting new partnerships, announcements, hires, and bylines.

Let’s hope 2012 is just as exciting!

eXelate 2011 - A Banner Year in the Press

eXelate Introduces PMP Product - January 18 New SVP Consulting in EU - January 25 eXelate Releases DataLinX Platform - March 22 AutoBytel Selects eXelate DMP eXelate Teams Up with Martini Media - June 2 eXelate Ramps Up Analytics - June 2 Longboard Selects eXelate DMP - August 19 eXelate Joins Council for Accountable Advertising - October 4 eXelate Partners with Cognitive Match - October 21 eXelate Data comScore Verified - November 21 Women in AdTech - December 7 Audience Value Chain White Paper - December 9

eXelate’s Product Team Looks to 2012

As 2011 comes to a close, here at eXelate  the product team is setting our sights on 2012 and musing about what this next year will bring to the world of data:

  • Big Data Gets a Seat at the Table. We’re expecting to see big data get more actionable next year. With DMPs becoming more robust, offline data moving online, and technical infrastructure thriving, big data is ready to be put to work facilitating better marketing decisions.
  • The LUMA Slide Gets Smaller. Everyone has seen the LUMA slide. And most will tell you that the crowded space means that consolidation is on its way. While that seems likely, we’re hoping to also see growth in open platform initiatives, technical partnerships and greater cooperation between complementary businesses within the ecosystem. The AppNexus App Marketplace — of which we are happy to be a part — is an example of the type of openness and cooperation we are looking forward to in 2012.
  • Analytics Takes Center Stage. Modeling is going to prove more important than ever. In order to really achieve marketing scale, you need to be able to dig deep and wide into data to develop a complete picture of your target audience and design marketing campaigns that will achieve lift. Continuing to use analytics in big data will fuel this capability, as we outline in our white paper, Defining the Audience Discovery Value Chain.
  • Brand Advertisers Rev Up Audience Targeting. We anticipate seeing brand advertisers pick up steam in their use of audience targeting in 2012. This will be driven by two primary trends:
  1. The agencies and trading desks which represent major brands have invested significantly in data infrastructure and expertise over the past year.
  2. The data itself will be more available at greater scale. Nielsen, among others, has brought powerful data for brand advertisers online and it’s now at the fingertips of trading desks, networks and DSPs; some of it for the first time.

What are your thoughts for 2012? Let us know your ideas or how you think 2011 helped shape what 2012 will look like.

Cyber Monday vs. Black Friday: Cyber Monday sees increased online shopping- eXelate infographic!

With 25 days and only 600 hours until the Christmas holiday, online shoppers continue to hit the internet in search of the perfect gifts for the holiday season. As online shopping soars, we were curious as to how Black Friday stacked up against Cyber Monday.  Take a look at some of our findings!

1. 57% more consumers shopped on Cyber Monday than on prior November Mondays.

2. The Top products that popped CONTINUE to be technology-oriented.

3. Online shopping on Cyber Monday beat Black Friday by 17% (seems like a small percent…)

4. Mondays, in general, outperform Fridays in online shopping by about 14%.

(eXelate data is compiled from measuring billions of real-time, online consumer interactions that are supported by data sourced from hundreds of online and offline sources.)

To download a copy, CLICK HERE!

Black Friday 2011- Consumers Move Toward Mobile Devices for Online Shopping

Online shopping on Black Friday surged – no surprise there.

But, what IS interesting is that while consumers spent more time shopping online on Black Friday as opposed to past Friday’s, personal devices played a HUGE role in this weekend’s online activity.  The product that recorded the largest surge in online activity was the iPad.  Personal devices such a tablets and smart phones emerged as the consumer’s ‘device of choice’ for online shopping this past weekend.

Take a look at eXelate’s Black Friday 2011 infographic.

To download a copy, CLICK HERE.

eXelate’s “Intent” Is Simple…The Most Accurate In-Market Data

Without a doubt, one of the most frequently asked questions I hear when speaking to CMOs, Agencies, and other interested parties is “How do I know your data is truly accurate?” This is arguably the most important issue facing data firms today, and certainly a concern premier data companies need to address head on. Everyone can say that their data is the best, comes from validated sources, and is unique in the way it is segmented – but at the end of the day, how can you truly validate these claims?

For eXelate, the answer was quite simple: show the marketplace our In-Market (aka Intent) data is in fact accurate! eXelate has pioneered a comprehensive validation partnership with ComScore that further affirms eXelate as THE destination for validated Auto, Travel, and Shopping In-Market data. Furthermore, eXelate is still the ONLY data marketplace with ComScore verified data – no other data provider has their data tested for accuracy of intended audience.

As an industry we need to stand behind our data, because the proof is ultimately about performance.  Having done this, eXelate is truly powering the best marketing decisions through unique, proprietary data, delivered efficiently.