Nielsen Holdings acquired Israeli company eXelate for around $200 million.
eXelate specializes in data search and analysis in creating digital ads. Nielsen CEO Steve Hasker said the acquisition creates a “tremendous opportunity for Nielsen in the programmatic media ecosystem … (eXelate’s technology) furthers our ability to help marketers improve the effectiveness of their advertising campaigns and help media companies better sell their content.”
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eXelate was founded in 2007 by Meir Zohar who still sits on the board. He left the company in 2010, because he preferred to return to Israel from New York and work on additional startups. Since its founding, eXelate has raised $32 million in venture funding.
Nielsen, best known for producing television ratings, will use the technology from the acquisition to develop programmatic advertising, which are bought and sold on digital exchanges using data to determine a specific target audience.
Programmatic advertising is growing rapidly and comprised 45% of the spending in the U.S. digital display ad market. Mr. Hasker says he will adapt this technology for television advertising. Mark Zagorski, CEO of eXelate explained, “we work with online publishers to find purchase intent, ” which involves tracking consumer habits to predict what products they may buy next.
