eXelate Secures Funds And Unveils Targeting eXchange
eXelate, which has created the first targeting data marketplace has announced today that it has secured $4 million in first-round financing from Carmel Ventures and is launching the eXelate Targeting eXchange. Co-founder and general partner of Carmel Ventures, Shlomo Dovrat will be joining the company’s board of directors.
The eXelate Targeting eXchange allows ad networks to increase the income earned from users of non-targeted sites by attributing to them targeting data based on prior visits to vertical sites. The targeted vertical publisher in turn benefits from a new revenue stream without giving up any advertising inventory and with no privacy concerns. The ad networks that use the eXchange gain access to over 50 million unique users in verticals including travel, finance and Hispanic.
The company is also introducing a new online ad solution called Delayed Ads. A network buys from a targeted publisher the ability to set Delayed Ads to its users. Delayed Ads are shown later, when those users visit a site that is affiliated with the ad network. There is no data integration to ensure user privacy. “For social networking sites, ‘how will they monetize their user base?’ is the $15 billion dollar question,” said Meir Zohar, CEO and founder of eXelate. “The privacy policy of the eXelate Targeting eXchange, which does not allow data integration, cross-site transfer of information or the creation of user profiles, was intended for publishers like social networking sites, who cannot risk alienating their member base — the very reason for their high valuations.”
eXelate was founded in 2006 by CEO Meir (Iri) Zohar and CTO Elad Efraim, former innovators at Oridian. “The rapidly-growing online advertising market offers some exciting growth opportunities and Carmel has been exploring investments in the field for some time now,” said Shlomo Dovrat of Carmel Ventures. “eXelate is offering a fresh and unique approach to improve the targeting and effectiveness of online advertising while protecting the privacy of consumers. We are impressed by eXelate’s seasoned entrepreneurial team and the significant progress they already achieved. We look forward to working with them and supporting them as they build a significant company.”
Meir Zohar, founder and CEO of eXelate said “The broad market acceptance and rapid growth that we are experiencing demonstrate the clarity of our business model and strong demand for our marketplace solution. I am confident that with Carmel’s funding and support, we’ll be able to fully answer this need and become THE marketplace for targeting data”.
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