Nielsen N.V. (NYSE: NLSN) has completed the acquisition of Israeli startup eXelate, a leading provider of data and technology to facilitate the buying and selling of advertising across programmatic platforms. The acquisition price was approximately $200 million.
eXelate was founded in Israel in 2007. It has offices around the globe and is headquartered in New York City. The company had previously raised $32 million in three rounds of venture funding from Carmel Ventures, Menlo Ventures, NewSpring Capital and Trident Capital.
With the acquisition of eXelate, Nielsen clients will gain the ability to activate in real-time Nielsen audience insights as well as eXelate’s aggregated consumer segments from over 200 data providers. eXelate’s advanced technology leverages data to inform the highest quality programmatic buying decisions in the marketplace.
“This acquisition creates a tremendous opportunity for Nielsen in the programmatic media ecosystem,” saidSteve Hasker, Global President, Nielsen. “Adding eXelate’s solutions to the Nielsen family furthers our ability to help marketers improve the effectiveness of their advertising campaigns and to help media companies better sell their content.”
eXelate aggregates and distributes third-party online data, composed of premium demographic, interest, and intent data from over 200 online and offline data providers. Nielsen plans to further develop and expand eXelate’s already rapidly-growing data marketplace and innovative technology solutions.
“eXelate’s advanced data solutions, innovative technology platform, and talented team of technologists will be a strong addition to the Nielsen family,” said Brian West, Chief Operating Officer, Nielsen. “Privacy is a priority for both Nielsen and eXelate. We will work closely with the eXelate team and continue to build privacy protections into all Nielsen products and solutions.”
“eXelate’s mission is to power the digital marketing ecosystem with data and insights to better inform the buying and selling of advertising,” said Mark Zagorski, CEO, eXelate. “We are excited for the opportunity to accelerate our business by taking this next step with our longtime collaborator Nielsen.”
Nielsen is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population.