The ratings firm says the purchase will give Nielsen clients aggregated consumer segments from more than 200 data providers to drive programmatic ad buying.
Nielsen today announced that it has completed its acquisition of Exelate, a provider of data and technology to facilitate the buying and selling of advertising across programmatic platforms. This acquisition, Nielsen said, will enable its clients “to make better and faster marketing and media decisions.”
Exelate will give Nielsen clients aggregated consumer segments from more than 200 data providers to drive programmatic ad buying.
“This acquisition creates a tremendous opportunity for Nielsen in the programmatic media ecosystem,” said Steve Hasker, global president, Nielsen. “Adding Exelate’s solutions to the Nielsen family furthers our ability to help marketers improve the effectiveness of their advertising campaigns and to help media companies better sell their content.”
Exelate aggregates and distributes third-party online data, composed of premium demographic, interest and intent data from more than 200 online and offline data providers. Nielsen said it intends to further develop and expand eXelate’s data marketplace and technology solutions.
“Exelate’s advanced data solutions, innovative technology platform, and talented team of technologists will be a strong addition to the Nielsen family,” said Brian West, Nielsen COO. “Privacy is a priority for both Nielsen and Exelate. We will work closely with the eXelate team and continue to build privacy protections into all Nielsen products and solutions.”
“Exelate’s mission is to power the digital marketing ecosystem with data and insights to better inform the buying and selling of advertising,” said Mark Zagorski, Exelate CEO.
Exelate is a member of the Network Advertising Initiative, Interactive Advertising Bureau, TRUSTe, Council for Accountable Advertising, and Evidon’s Open Data Partnership, and these affiliations will remain in effect.