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§ Private Profile · 7 W 22nd Street, 9th Floor, New York, NY 10010, US
Data management platform for searching, analyzing, and exchanging audience data, enabling targeted digital advertising and programmatic media.
Based in New York, eXelate developed a comprehensive data management platform that enabled digital advertisers to search, analyze, and exchange valuable audience data for highly targeted programmatic media campaigns. Prior to its strategic exit, the enterprise successfully scaled its operations to a global workforce of 100 employees and secured $32 million in total venture capital funding across multiple equity rounds. The company's financial backers included prominent institutional investors such as Menlo Ventures and NewSpring Capital, which supported its ongoing expansion within the highly competitive advertising technology ecosystem. Its core technology powered extensive data marketplaces and integrated directly with major digital industry partners like Google and Yahoo before Nielsen acquired the business for approximately $200 million in early 2015. The organization was originally founded in 2007 by technology entrepreneurs Meir Zohar and Elad Efraim.
eXelate has raised $32.0M across 3 funding rounds.
eXelate has raised $32.0M in total across 3 funding rounds.
eXelate has raised $32.0M in total across 3 funding rounds.
eXelate's investors include Glenn Rieger, Battery Ventures, FirstMark Capital, Menlo Ventures, Redpoint Ventures, StageOne Ventures, Viola Ventures, Trident Capital, Mark Siegel, Shlomo Dovrat.
eXelate has raised $32.0M across 3 funding rounds. Most recently, it raised $12.0M Series C in September 2012.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 1, 2012 | $12M Series C | Glenn Rieger | Battery Ventures, FirstMark Capital, Menlo Ventures, Redpoint Ventures, StageOne Ventures, Viola Ventures, Anthology Fund, Trident Capital, Viola Growth | Announced |
| Aug 1, 2010 | $16M Series B | Mark Siegel | Battery Ventures, FirstMark Capital, Menlo Ventures, Redpoint Ventures, StageOne Ventures, Viola Ventures, Shlomo Dovrat | Announced |
| Sep 1, 2007 | $4M Series A | Viola Growth | Battery Ventures, StageOne Ventures, Viola Ventures | Announced |
eXelate is a data technology company that developed a smart data platform for digital marketing, enabling marketers, agencies, platforms, publishers, and data providers to make precise targeting and analytics decisions using online household demographics, purchase intent, and behavioral data.[1][2] Acquired by Nielsen in March 2015, it now operates as part of Nielsen's ecosystem, providing a customer data cloud with unified profiles across channels like display, video, audio, mobile, and smart TVs, alongside the world's largest third-party cross-device data marketplace covering over 5 billion unique users and devices.[3][4] It serves the digital advertising industry by solving challenges in audience segmentation, personalization, omnichannel activation, and ROI measurement through trillions of directly measured data points and partnerships with entities like Nielsen Catalina and MasterCard Advisors.[2][3]
eXelate emerged as a pioneering data and analytics firm focused on digital advertising, specializing in audience targeting, personalization, and measurement solutions.[4] It built its platform by aggregating trillions of online data points from direct measurement and distribution partnerships with leaders like Nielsen, Bizo, and others, scaling to cover 700 million online consumers worldwide while emphasizing privacy compliance through memberships in NAI, IAB, and similar bodies.[2] The pivotal moment came in March 2015 when Nielsen acquired eXelate to bolster its digital measurement and audience insights, integrating it into the Nielsen Marketing Cloud; post-acquisition, eXelate ceased independent operations, with its website redirecting to Nielsen's.[3][4][5]
eXelate rode the explosive growth of programmatic advertising and big data in the early 2010s, capitalizing on the shift from broad-reach media to precise, data-driven targeting amid rising demand for omnichannel personalization.[2][3] Its timing aligned with the proliferation of online consumer data and the need for cross-device identity resolution, fueling the digital marketing ecosystem's evolution toward performance-based, privacy-aware solutions.[1][2] Market forces like expanding mobile/video inventory, offline-online data fusion, and regulatory pressures on privacy (e.g., via IAB standards) favored its model, influencing partners like X (Twitter) and platforms by enabling scalable audience activation and measurement.[3] As part of Nielsen post-2015, it amplified industry standards for data quality and QA, shaping how advertisers quantify impact across funnels and channels.[4][5]
eXelate's legacy as a data powerhouse endures within Nielsen, but as an independent entity, it has fully integrated, with no active standalone operations since 2015.[4] Looking ahead, its technologies will evolve amid cookie deprecation, privacy regulations like GDPR/CCPA, and the rise of first-party data/clean rooms, potentially powering Nielsen's push into AI-enhanced identity graphs and zero-party signals. Trends like cookieless targeting and unified measurement will define its trajectory, extending influence through Nielsen's global scale to help marketers navigate fragmented ecosystems—reinforcing its foundational role in smarter digital decisions.[3][5]