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Advertising Media Icon Jon Mandel Embraces the Value of Digital Data and Joins eXelate Advisory Board

Posted on: Tuesday, 20 October 2009, 08:00 CDT

NEW YORK, Oct. 20 /PRNewswire/ -- eXelate, the first and the largest open marketplace for online targeting data, today announced that advertising media icon Jon Mandel has joined the company's advisory board. Having spent more than three decades in offline media planning, research and buying capacities, Mr. Mandel's move underlines the emerging precept that digital data, like the kind used in eXelate's Targeting eXchange, can serve as the DNA for more powerful media planning and buying across the online and offline spectrum.

Mr. Mandel brings insight culled from decades of agency-side media and media research experience from his tenures at Grey Advertising, MediaCom, Group M and NielsenConnect. This rich experience will help eXelate better articulate its offering to agencies who are migrating from buying rating points, impressions and clicks to buying audiences qualified and identified by targeting data.

Mr. Mandel will play an active role on eXelate's Advisory Board, which currently includes Yaron Galai, the founder of Quigo (sold to AOL in November 2007) and the current CEO of outbrain, as well as other notable leaders from the worlds of online advertising, marketing and venture capital who will be announced shortly.

Mr. Mandel joined Grey Advertising and served in various media planning capacities on General Foods and Procter & Gamble business, taking on increasingly senior positions until being named Chief Negotiating Officer when MediaCom was formed in the U.S. Mr. Mandel served in various C-level positions at MediaCom, including Chairman and co-CEO, and at parent company Group M, until joining NielsenConnect as CEO in 2006. At NielsenConnect, he led an organization that worked to collect, analyze and report on consumer patterns and usage based on information drawn from Nielsen and VNU companies around the world.

"After decades of planning and buying media, as well as analyzing consumer data, it's clear to me that digital targeting data is the new DNA for improving the effectiveness of advertising media planning and buying," said Mr. Mandel. "We are moving to a new era in advertising, one driven by targeting data that empowers marketers to move beyond the constraints of buying media and to the world of buying specific audiences - wherever they may be. eXelate is leading the way in making this possible. It's truly exciting to have the opportunity to be part of the online data revolution."

Online demographic, behavioral and purchase intent targeting data is at the heart of eXelate's "Data Anywhere" initiative, which is aimed at fueling the growing demand for targeting data in numerous innovative online advertising applications that drive better performance for advertisers. Via eXelate's unique data infrastructure, buyers ranging from ad networks and agencies to publishers and media buying platforms can now gain easy access to data on over 150M unique visitors, the largest visitor pool among data exchanges.

"We're thrilled to have a leading media veteran such as Mr. Mandel join our advisory board. Few in the industry can claim the depth and richness of experience that he will bring to the table for eXelate," said Meir Zohar, founder and CEO of eXelate. "The media landscape is evolving rapidly as agencies migrate from being buyers of media to buyers of audiences identified by detailed targeting data. Mr. Mandel's experience in understanding the performance demands of agency media teams will help eXelate better direct its "Data Anywhere" initiative to best fulfill those needs."

About eXelate:

The eXelate Targeting eXchange is the world's first and largest open marketplace for behavioral targeting data. Via data sellers including vertical publishers, social networks and e-commerce sites and data buyers such as ad agencies, networks, media optimization platforms and exchanges, eXelate powerfully drives the concept of "Data Anywhere. Audience Everywhere". Through participation on the eXchange, data buyers build an instant behavioral targeting function and optimize their campaign delivery, while data sellers gain insight on their audience, control over their data distribution, and build a new privacy-friendly income stream. The eXchange includes over 40 top ad network/agency buyers and dozens of leading publishers, who deliver targeting data on more than 150 million unique users in lucrative verticals including Business-to-Business, Auto, Travel, Finance, Shopping and registration-based Demographics. For more information please visit www.exelate.com.

Contact info: Uriah Av-Ron Email: pr@exelate.com www.exelate.com Tel.: +972-50-7-427-087

SOURCE eXelate

Source: PR Newswire

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