August 3, 2010 by Post Team 

BluekaiBluekai, Exelate said and closed a 15 million round of financing. The becomes the latest player trying to change how display ads are bought, sold and targeted to achieve a considerable infusion of cash.

The New York-based company operates a data exchange that allows advertisers to buy anonymous data about Web user habits for your ad targeting purposes. Exelate has information of the audience of 150 million U.S. Internet users.

The second round of financing brings total funding of more than Exelate and 19 million euros. Menlo Ventures led the round, with the participation of Caramel Ventures, leader of the Series A round of Exelate.

CEO Meir Zohar said Exelate designed to help publishers manage and exploit their audience data, such as the discovery of buyers in the market of cars on their sites that can complement a large purchase of a car company. It can also mean providing data in exchange for helping advertisers, the audience in other places – and get paid for it.

“The toolkit is built for marketers,” he said. “We will continue with that approach and expand with other toolkits.”

venture capital investment has flowed in the rebuilding of online display ads allow advertisers to target specific audiences, thanks in part to the wealth of trade data as initiated by the Bluekai Exelate and operate. Yesterday publisher ad management system AdMeld closed a round and 15 million. Exelate Bluekai rival in February closed a round of 21 million and corporate finance. (See also: “Big Money bet on the display of advertisements Tech”).

It has also hired advisers strategic Exelate its Board of Directors in New York Times Co. and Alliances svp Martin Nisenholtz IPG CEO Matt Freeman.

“It means a much better composition [public] and a radical change in the way media is planned and bought,” said Freeman.

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