SOURCE:, Inc. - Advertising Execution

March 29, 2010 09:02 ET

Computer Retailer Sees 92% ROI Lift Using's CPMatic Platform and eXelate

Granular Shopping Data and Dynamic Frequency Optimization Lead to Tremendous Long-Term Advertising Results for Client

SAN FRANCISCO, CA--(Marketwire - March 29, 2010) -'s, the first broadly-accessible advertising platform to allow advertisers automated, optimized access to both media and data, and eXelate, the first and largest open marketplace for online targeting data, announced today the results of the recent integration of eXelate data into the CPMatic platform and the dramatic results for clients that they have been able to generate together.

For the past several months, CPMatic customers have had one-click access to eXelate data across multiple media exchanges including Right Media, Google DoubleClick's Ad Exchange, AdBrite, AdMeld, PubMatic and others, and the results have demonstrated the value of using eXelate's audience targeting data when combined with CPMatic's proprietary frequency and site quality control systems.

A computer retailer accessing eXelate data on using multi-day variable frequency caps saw a 92% ROI lift on the targeted campaign vs. a single-frequency-cap no-data control on the same site inventory. The campaign ran from January 1st, 2010 through March 15th, 2010. The ROI lift figure includes the cost of the data and media, both of which CPMatic managed and handled payment for via a single insertion order.'s CPMatic makes advertisers more efficient by streamlining media, data, testing design, decisioning and payments. CPMatic accesses online media from all ad exchanges and major inventory sources, and data from a range of data providers including eXelate. Dozens of CPMatic clients have seen powerful results using data from multiple data providers including eXelate, Blue Kai, AlmondNet and TargusInfo to run data optimized campaigns via CPMatic also makes it easy for advertisers to use their own audience data for retargeting campaigns.

Advertisers can now easily access and leverage identity, interest and purchase intent targeting data on over 150 million monthly U.S. users across multiple media exchanges and receive centralized billing and analytics on related to eXelate data.

"We're pleased that our data is so easily available and has been leveraged to accelerate performance for CPMatic clients. is the only self-service advertising platform that allows advertisers both large and small to access eXelate's broad pool of deep targeting data quickly and at scale, leveraging our dynamic integration and business model, to reach the exact audience in any part of the purchasing funnel they are targeting, in an optimized media environment," commented Mark Zagorski, Chief Revenue Officer of eXelate.

"We're excited to be working with eXelate as a partner to offer clients direct one-click access to their powerful online targeting data, and look forward to further leveraging some of the new segments eXelate continually adds to their offering," said Rob Leathern, CEO of (formerly CPM Advisors), which runs "Both our full- and self-service advertisers are seeing great results with our retargeting and behavioral targeting solutions. We've set up a site at to show advertisers just how easy it is to start buying data."

The eXelate-CPMatic integration enables use-based pricing which guarantees that the advertiser only pays for data when the desired user is reached. All data costs are paid to eXelate by CPMatic without any cost markup -- and the media costs from multiple exchanges and media partners are also centrally measured and billed by CPMatic for the client in its user interface reporting.

About and provides technologies and related services that help advertisers buy and manage all forms of media and data, via real-time and non-real-time systems. harnesses the power of billions of daily interactions to manage, optimize and scale advertising processes for advertisers. CPMatic accesses media from all major inventory sources, and data from a range of providers including eXelate, Blue Kai, AlmondNet, TargusInfo and others. Visit, or to learn more.

About eXelate:

The eXelate eXchange is the world's first and largest open marketplace for behavioral targeting data. Through participation on the eXchange and access to proprietary data management tools such as eXelate's teXi, data buyers build an instant behavioral targeting function and optimize their campaign delivery, while data sellers gain direct control over their audience data distribution and build a new privacy-friendly income stream. The eXchange includes over 40 top ad network, agency and demand side platform buyers and dozens of leading publishers, who deliver targeting data on 150M U.S. unique users in lucrative verticals including Business-to-Business, Auto, Travel, Finance, Shopping and registration-based Demographics. For more information please visit

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