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Driving Better Campaign Results, New eXelate Data Optimization Service Creates More Effective Smart Data Pools

April 4, 2013

The most accurate demographic data available results in 1.8X lift in on-target performance

NEW YORK, April 4, 2013 /PRNewswire/ –

Better data accuracy generates up to a 1.8X lift in on-target campaign performance due
to a recent data refinement process developed by eXelate, the smart data company that
powers smarter digital marketing decisions worldwide. “Our ongoing commitment to work with
unbiased third parties like Nielsen to validate the accuracy of eXelate’s data and how it
can improve campaign effectiveness for marketers is critical,” said Mark Zagorski, CEO of
eXelate. “Accurate data is one of the key factors in minimizing ad spend waste and
maximizing digital campaign returns.”

To ensure its customers are utilizing the best possible targeting data sets, eXelate
developed a proprietary methodology to test and refine the accuracy of eXelate’s
demographic data segments at the most granular level. The research revealed that eXelate’s
data outperformed unbiased benchmarks derived from an analysis of Nielsen Online Campaign
Ratings campaigns by up to 1.8X across a broad spectrum of demographic segments.

eXelate used this information to better refine its data collection and segmentation
algorithms resulting in the most accurate 3rd party demographic data available to digital
marketers today.

Leaders in the digital video space, increasingly held to broadcast levels of audience
accuracy and accountability welcomed the work done to increase data efficacy. “eXelate’s
efforts to improve their data demonstrate the importance of data quality and campaign
waste reduction,” said Aleck Schleider, VP Data Solutions at Videology. “More accurate
data will not only help advertisers deliver against campaign goals more effectively, it
will also continue to power the programmatic video boom, driving more offline dollars
online.”

“To invest with confidence online, marketers need to understand that the data they’re
using to inform marketing campaign execution and evaluate ROI is sound,” said Andrew
Feigenson, SVP, Digital Client Service at Nielsen. “By using Nielsen Online Campaign
Ratings as a yardstick to gauge audiences, eXelate is helping to propel the industry
forward toward greater accountability. eXelate obviously takes data quality seriously.”

eXelate has become a primary source of differentiated data and intelligence for
marketers, agencies, and platforms worldwide. “We believe marketers are moving beyond Big
Data and demanding Smart Data,” continued Zagorski. “Smart Data must be accurate,
actionable, and agile in order to drive smarter marketing decisions and better outcomes
for our customers worldwide.”

The Company plans to continue its focus on delivering the most accurate data to its
marketer, agency and platform partners with validation and optimization projects slated
for in-market auto, travel and finance as well as household psychographics in Q2. “No one
has more accurate data, period. And eXelate is the only data company working with unbiased
third parties to prove this fact,” added Zagorski.

About eXelate

eXelate is the smart data company that powers smarter digital marketing decisions
worldwide for marketers, agencies, platforms, and publishers. 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 500M
online consumers worldwide. As members of the NAI, IAB, trustE, Council for Accountable
Advertising, OPA and Evidon’s Open Data Partnership, eXelate is a leader in privacy
compliant advertising practices. For more information, please visit

http://www.exelate.com.

        For more information:

        Uriah Av-Ron
        PR for eXelate
        e: pr@exelate.com
        t: +1(646)755-6120

SOURCE eXelate


Source: PR Newswire