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 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.

New Study Says The Industry Needs to Make Opt-out Less Scary

Just in time for Halloween, a new study from Carnegie Mellon indicates that the industry needs to make its opt-out tools less scary for consumers.

The Carnegie Mellon researchers put opt-out usability under a microscope and found there’s still a lot to be desired. The study looked at nine different tools within three broad categories:

  • Cross-network/cross-platform opt-out tools
  • Browser tools
  • Ad and tracking blockers

Among the findings, the study indicates that:

  • Users have a difficult time distinguishing between third-party trackers
  • Opt out interfaces do not have appropriate defaults
  • Insufficient communication about tool purpose and methodology is a pervasive issue
  • Many opt out tools do not provide effective feedback for users during and after the opt out process
  • Protection from broken web sites is either not available or not clear
  • Interfaces for out-out tools are generally confusing

This type of usability testing is an excellent reference point for anyone designing or working with opt out tools. You can skim the abstract or read the whole study.