eXelate

eXelate established itself as a significant player in the digital advertising landscape, functioning as a data management platform (DMP) and data exchange. Founded in 2007 by Elad Efraim and Meir Zohar, the company carved out a niche by providing tools for audience targeting and data monetization. The founders' backgrounds were complementary for this venture; Efraim served as the Chief Technology Officer, leveraging his technical expertise, while Zohar took on the role of Chief Executive Officer, guiding the company's strategic direction.

The core of eXelate's business was to facilitate a more efficient and effective digital advertising ecosystem. It operated a marketplace where data owners, such as publishers and online retailers, could license their anonymized user data to data buyers, including advertisers and agencies. This model allowed publishers to generate a new revenue stream from their data assets. For advertisers, the platform offered access to vast pools of third-party data, enabling them to create highly specific audience segments for targeted advertising campaigns across various platforms. The company's platform, known as a 'data-as-a-service' (DaaS) solution, provided data licensing, management, and distribution capabilities, helping clients to more effectively buy, sell, and manage online data.

A pivotal moment in eXelate's history occurred in March 2015 when it was acquired by Nielsen, a global performance management company. The acquisition was a strategic move for Nielsen to bolster its marketing cloud and digital measurement capabilities by integrating eXelate's data marketplace and DMP technology. Following the acquisition, eXelate's technology and data became a core component of the Nielsen Marketing Cloud, enhancing Nielsen's ability to provide clients with a comprehensive view of consumers and tools for real-time audience activation. The integration allowed Nielsen's clients to leverage rich audience data for more precise programmatic ad buying. The business continued to operate under the Nielsen umbrella, with its data exchange empowering marketers to connect with the right audiences across the open web.

Keywords: data management platform, DMP, data exchange, audience targeting, third-party data, ad tech, data monetization, Nielsen Marketing Cloud, programmatic advertising, data-as-a-service