eXelate lab finds new ‘insight’ for ad networks

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target1.jpgADOTAS — In a recent campaign featuring an image of Paris Hilton, and which leveraged targeting data from the eXelate Targeting eXchange, women clicked on the ad more than men.

It’s one of the more surprising results discovered by the eXelate Optimization Lab.  eXelate launched the lab in beta over the summer to qualify, analyze and optimize targeting data gathered from publisher partners. Its role has recently expanded to include providing performance analysis and recommendations for Ad Networks that use eXchange data.

“This goes well beyond the standard level of behavioral targeting data that we provide,” said Mark Zagorski, chief revenue officer. “That is, the classic notion of targeting an auto campaign to qualified auto buyers — and into the realm of Behavioral Optimization, where the result is as important as the desired audience, but may not sync with expectations.”

As part of its newly launched Insight program, the Lab runs campaigns across all of its segments (which include Auto Buyers, Travel, Shopping and Demo pools among others) from ad networks that are seeking behavioral targeting guidance for campaigns that may not make a precise fit in any one targeting category. The result is a behavioral targeting optimization plan that has resulted in lifts from 50 percent – 200 percent vs. run of network delivery or segment based targeting, according to the company.

“This goes well beyond the standard level of behavioral targeting data that we provide – that is, the classic notion of targeting an auto campaign to qualified auto buyers — and into the realm of Behavioral Optimization, where the result is as important as the desired audience, but may not sync with expectations,” said eXelate Chief Revenue Officer Mark Zagorski.

Now that the Lab is beginning to publish its Insight Reports, it also pinpoints specific dayparts and market segments which can improve campaign performance, and the results haven’t always been what would have been expected.

“What we’re seeing is that conventional marketing wisdom is being challenged on a regular basis when we analyze the results of our Insight program in the Lab,” Zagorski said.

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