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eXelate and Drawbridge Partnership Extends Audience Targeting to Over 600M Mobile Devices

Partnership provides unparalleled multi-platform reach across desktops, smartphones, and tablets


San Mateo, Calif. (May 14, 2013) – eXelate, the smart data and analytics company that powers smarter digital marketing decisions worldwide, and Drawbridge, the pioneering cross-device advertising leader, have announced a collaboration between the two companies to extend eXelate’s 8000+ audience segments (purchase intent, demographics, behavioral propensities) to mobile devices through Drawbridge’s cross device platform. This partnership expands Drawbridge’s segment availability from 800 to over 8000, while expanding eXelate’s ability to target smartphones and tablets.
eXelate’s smart data pool of 700 million unique users has become the industry gold standard for accurate, actionable and agile audience targeting data. Today’s announcement extends eXelate’s audience targeting capabilities to all smartphones and tablets, further strengthening eXelate’s multi-platform reach and actionability.
Drawbridge’s proprietary technology has paired over 600 million mobile devices – both tablets and smartphones – with desktop cookies, enabling eXelate segments to be extended to mobile. This unparalleled multi-platform reach amplifies the impact of all the segments in the eXelate eXchangeTM. For example, a hotel chain can now use eXelate’s “Business Traveler Segment” (with nearly 9 million records) to promote iPhone and iPad marketing efforts. A car insurance provider could use “Online Auto-Insurance Propensity” segments (~10 million records) to build a cost-per-lead campaign to target users on mobile devices. Drawbridge’s 600 million matched devices and eXelate’s audience segment reach of over 700 million users provides an unmatched multi-platform audience targeting capability for marketers and agencies worldwide.
“Our clients depend upon eXelate’s smart data to drive smarter marketing decisions,” said Mark S. Zagorski, CEO at eXelate. “As marketers evolve to embrace mobile platforms, we want to make sure that their audience targeting capabilities remain accurate and actionable across all desktop and mobile platforms. Our partnership with Drawbridge has made this process easy for our clients, by integrating existing eXelate eXchangeTM segments into mobile for comprehensive multi-platform audience targeting.”
“Drawbridge’s core value proposition springs from matching desktop cookies against mobile devices,” said Kamakshi Sivaramakrishnan, Drawbridge’s founder and CEO. “We have seen our travel and retail clients achieve great results from the use of audience data extended from desktop to mobile; naturally, we are thrilled to partner with eXelate, which has established its reputation around data quality and driving business impact through proprietary segments.”
eXelate has become a primary source of differentiated data and intelligence for marketers, agencies, and platforms worldwide. “We believe marketers are moving beyond big data and demanding smart data,” continued Zagorski. “Smart Data must be accurate, actionable, and agile in order to drive smarter marketing decisions and better outcomes for our customers worldwide. Our partnership with Drawbridge confirms our commitment to providing data to drive real-time action regardless of the platform.”

About eXelate
eXelate is the smart data company that powers smarter digital marketing decisions worldwide for marketers, agencies, platforms, and publishers.  eXelate’s smart data platform provides accurate, actionable, and agile data and analytics on online household demographics, purchase intent,  and behavioral propensities.  Through the collection of trillions of directly measured online data points and distribution partnerships with information leaders such as Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline and custom modeled data sets actionable across 700M online consumers worldwide. As members of the NAI, IAB, trustE, Council for Accountable Advertising, and Evidon’s Open Data Partnership, eXelate is a leader in privacy compliant advertising practices. For more information, please visit
About Drawbridge
Drawbridge has developed the first self-learning ad technology that leverages insights from cross-device behavior to enable advertisers and marketers to reach targeted mobile audiences. Drawbridge’s unique approach is built on a foundation of large-scale machine learning algorithms that correlate audience behavior across screens. Through its innovative technology, the company is able to gain insights and a much deeper understanding of mobile audience behavior than was previously possible. The company is located in Silicon Valley and is backed by Sequoia Capital, and Cleaner Perkins Caulfield and Byers. For more information, visit


 cross-device targeting
 mobile advertising
 digital advertising
 mobile technology

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