eXelate closed $12M in its third funding round led by NewSpring Capital, with participation from Carmel Ventures, Menlo Ventures and Trident Capital. Glenn T. Rieger, a General Partner of NewSpring Capital, will join eXelate’s Board of Directors in conjunction with the funding. The company intends to use the capital to further expand its global presence and enhance its product suite both organically and through acquisitions. Founded in 2007 and led by CEO Mark S. Zagorski, eXelate develops data and analytics technology for digital advertisers. It provides demographic and purchase‑intent information on over 400 million online unique visitors worldwide by collecting directly measured online data and through distribution partnerships with Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo and others. The company has offices in New York, Chicago, San Francisco, London, Paris and Tel Aviv. eXelate runs the eXelate eXchange, an open marketplace that connects data buyers and publishers and offers the proprietary data management tool teXi. The platform enables data buyers to build behavioral targeting and optimize campaign delivery while allowing data sellers to control distribution and create a privacy-friendly revenue stream. The eXchange includes more than 50 leading ad network, agency and demand-side platform buyers and dozens of top publishers, delivering targeting data on 150m U.S. unique users across verticals such as B2B, Auto, Travel, Finance and Shopping. The company will use new capital to continue enhancing its marketplace and to expand the functionality of its data management toolset. Financially, eXelate closed a $15M second round of funding, building on an earlier $4M Series A led by Carmel Ventures. Board representation will expand to include partners from lead and participating investors and senior industry executives. eXelate is an Israeli company that operates the "eXelate Targeting eXchange," a marketplace focused on "Delayed-Ads." Its Delayed-Ad model lets an ad network purchase the right to place Delayed-Ad cookies on users with vertical-specific interests (travel, automotive, etc.), so when those users later visit relevant publisher sites they are shown targeted ads. The company positions this as a variation on behavioral targeting and retargeting while explicitly restricting itself from building persistent user profiles like traditional behavioral ad networks. eXelate also does not retarget traffic within the ad networks that use its system. The company announced a $4M investment from Carmel Ventures. The article notes that the approach need not be revolutionary to capture share, particularly in international markets where US-based heavy hitters face cultural disadvantages.

Total raised

$31M

Funding rounds

3

Latest round

Series C

Latest activity

Sep 2012