data 101 faqs

What types of data does eXelate provide?

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Sourced from 5 billion unique users and devices worldwide as well as 200+ online data providers, eXelate, A Nielsen Company (“eXelate”) improves speed to outcome with real-time data feeds featuring 1 million data syncs per minute and custom modeling that scales. eXelate is the only data provider to have an API integration with Nielsen OCR to validate the accuracy of our age and gender data on a daily basis globally. The eXelate data marketplace houses demographic, interest, and intent data as well as B2BX for targeting B2B professionals which is certified by BPA Worldwide for accuracy and reliability.

How does eXelate collect data?

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All of eXelate’s online-based activity data is directly sourced from online publisher partners via tags located on web pages in which consumers interact with relevant content or queries. Via this tag, eXelate is able to drop a “targeting cookie” which collects relevant activity in an anonymous, non-PII (personally identifiable information) manner.
All of our data partners have been individually vetted to meet strict content, performance and privacy standards. We never “scrape” or “interpolate” online activity data or attempt to generate targeting segments based on that information. We have direct, contracted relationships with our data partners.

We also offer offline data in the eXelate data marketplace that comes from leading offline data providers such as Nielsen, whose verified panels have set the industry standard for reliability and performance, and providers such as MasterCard Advisors, who have aggregated consumer spending behavior. eXelate works with over 20 various branded data providers worldwide.

eXelate employs client-side, user-level cookies. Cookies generally expire after 90 days and consumers who choose to opt out of our solution do so via a 10 year long opt-out cookie. Data segments written into the cookie are encoded so that no reference to the core source or segment can be readily identified. All data stored within the cookie is fully anonymized. No PII is ever stored in an eXelate cookie, and eXelate does not employ Flash or other embedded tracking mechanisms. Consumers have the ability to opt in or out of our data segments at any time using our preference manager tool located at

What are the technical aspects of server to server (S2S) implementation and delivery?

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eXelate distributes its data aggregation tag to pre-qualified, highly targeted websites within specific vertical channels, such as travel, shopping, auto, small business, TV, demographic, etc. The browser calls are logged in a dedicated server, where each record holds information regarding the segments the user’s browser is attributed to. Each browser is given a unique ID, which is used as a key for the exchange of data records associated with that browser. Periodically, according to the requested frequency, eXelate servers transfer the segment data associated with the unique IDs.

In order to initiate any server-side data exchange, both sides must acknowledge the ID assigned to each browser. Either the buyer cookie ID (BUID) or the eXelate cookie ID (XUID) can be used. This ID will serve as the key for any exchanged data records associated with a given browser.

The client will receive data regarding relevant browsers attributed to their set of subscribed segments across the geographic locations specified by their subscription agreement with eXelate. A buyer may subscribe to the complete eXelate set of data or a subset of segments relative to their business needs. eXelate can accommodate several data transfer methods, including FTP, S3, and HTTP.

How many sources of data does eXelate have? Per segment?

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eXelate works with hundreds of comScore top 500 publishers and websites that provide data in over 10,000 segments. For most of our segments, we work with multiple data sources in order to both increase reach and add depth and granularity to ensure performance.

Does eXelate have a data dictionary that defines segmentation characteristics?

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Yes, eXelate has a detailed taxonomy that breaks down segments according to industry standard nomenclature and provides detailed descriptions for each top level segment group. Please reach out to your eXelate sales representative for more information.

How does eXelate normalize data from multiple sources?

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All granular data attributes coming from multiple data sources are qualified and segmented into a common list of segments
and sub-segments on a standard normalized hierarchy.

How many variables go into defining each audience segment? Can the variables come from different sources?

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The number of data points in an individual segment varies based on the segment type and level of user interaction within that segment. For some segments, user activity may
be limited to a specific action (such as a shopping search, or lead generating auto interaction), while in others, such as age or gender, multiple registration-based data points may be accumulated on the user in the segment. eXelate has an analytics lab that analyzes all the data and ensures it meets certain performance criteria before users are put into segments. eXelate has on average 35 segments per user.

What relevant self-regulatory guidelines does eXelate follow with regard to data handling?

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eXelate is a leader in privacy for interest based advertising. As a part of our practices, we are a member of the Network Advertising Initiative (NAI), the Interactive Advertising Bureau (IAB), the Digital Advertising Alliance (DAA) and the European Interactive Digital Advertising Alliance (eDAA). We are globally certified by TRUSTe for data privacy. eXelate strictly follows the privacy policies and requirements developed by these organizations to protect a consumer’s right to transparency, notice and choice. These agencies audit our policies on an annual basis to ensure we follow the principles and practices set by these leading self-regulatory bodies in both the United States as well as Europe. As a part of these requirements we allow all consumers the ability to understand exactly what data we collect and how they may exercise choice when it comes to their data privacy. For complete information about our privacy practices please click here. For more information of how we allow a consumer to exercise choice click here.

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