ADOTAS – The ever-growing realm of audience data has long had that old “truth in advertising” issue — When purchasing anonymous and PII-free data, just how does a buyer verify he/she got what he/she paid for?
Analyzing eXelate’s data against its U.S. panel, comScore confirmed session assignments and cookie matching to identify multiple users accessing the same computer. eXelate’s current demographic data segments have comScore’s seal of audience composition accuracy, while incoming data will also be verified.
“By working with comScore, the undisputed leader in online audience panels, eXelate becomes the first data marketplace provider of targeting data to open our audience segments to an external audit,” said eXelate CEO Mark S. Zagorski. “We’re confident in the quality of our data and believe that through verification from a trusted source such as comScore, we’re providing data and media buyers with the most accurate data segments online.”
Serving 200 publishers and marketers reaching over 200 million uniques a month, Xelate reports that it powers 20 billion real-time data transactions each month through more than 50 integrated media partners such as DSPs and agency trading desks. Last week, the company announced that Longboard Media — a shopping-focused vertical ad network that includes Overstock.com and Shop.com — has selected its DataLinX Data Marketing Platform.