New York, N.Y. – October 4, 2011 – The Council for Accountable Advertising announced today that eXelate has been admitted to the ranks of the 12 member Council. The Council represents best-of-breed companies from the world of advertising technology, in addition to various outside experts from academia and industry research.
The Council member selection process is extremely rigorous, and before being admitted to the Council, eXelate had to pass both a technical and business review; validate marketplace adoption of its vision and technology; demonstrate a significant positive impact on its customers and their businesses; and pledge its commitment to working with the Council towards greater standardization and interoperability.
“There is massive opportunity for technology to drive a more effective era in consumer marketing. eXelate is thrilled to be part of an organization that is leading this charge by streamlining the fragmentation of technology solutions that tend to confound marketers, agencies, and publishers,” said eXelate CEO Mark Zagorski.
To identify just how fragmented the technology sector has become in the data space, eXelate conducted an informal survey of data buyers in the advertising space to better understand the challenges of navigating the cluttered marketplace. Twenty-eight percent of respondents currently work with 11 or more data partners and sixty-one percent work with 5 or more. These basic statistics alone reinforce the need for greater clarity and interoperability within the industry through standardization and efficient solutions to make navigating the marketplace optimal for both the data buyers and suppliers.
Since its inception earlier this year, the Council for Accountable Advertising has launched a number of initiatives to remove some of these barriers to adoption that exist in the ad tech market. Stephen Messer, the Chairman of the Council, added “The 12 members of the Council have all brought amazing ideas to the table in our effort to bridge the gap between advertisers and advertising technology. eXelate is no exception. eXelate is not only a best-of-breed data company, but they are passionate about educating the marketplace on the incredible value that technology can deliver to advertisers.”
eXelate is the engine that powers 20 billion real-time, privacy-compliant data transactions for nearly 200 publishers and marketers every month. eXelate makes the process of accessing online audiences simple, safe, and scalable by arming data buyers and data owners with proprietary technology that automates data connections and centralizes audience management. Through the company’s DataLinX Data Marketing Platform, eXelate enables transparent, secure, private data connections for publishers, data owners and marketers. The eXelate Marketplace delivers demographic, behavioral and purchase intent data on over 200M UV each month to over 50 directly integrated buyers, who seek to create a more relevant, and privacy-friendly, advertising experience.
About The Council for Accountable Advertising
The Council for Accountable Advertising was originated in March 2011 by three premier industry companies – Cross Commerce Media, Inc., MediaMath and TARGUSinfo – who recognized the need to form a group dedicated to clarifying the confusion that exists in the ad tech market. The Council has a host of initiatives designed to protect clients from sub-standard practices and, at the same time, remove some of the complexity around adoption of cutting edge technology. Member companies include Admeld (which recently signed an agreement to be acquired by Google, NASDAQ: GOOG), AdSafe, AudienceScience, INVISION, MediaBank, Peer39, Solve Media, and TidalTV. The Council’s Research Committee is led by Joanna O’Connell of Forrester Research and Colin Gillis of BGC Financial. The Council’s Academic Committee is led by Evan Korth, co-founder of hackNY and a Professor at NYU.
For more information, please visit councilinsider.com.
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