• October 17, 2013

Dataium, an automotive shopper data provider, and data management platform (DMP) eXelate earlier this week announced a partnership. The partnership gives eXelate exclusive rights to Dataium's "premium auto shopper segments."

Khurrum Malik, chief marketing officer of eXelate, told RTM Daily via email that the partnership links Dataium's local segment data with eXelate's own data.

Malik called the auto industry "data hungry," and claimed the partnership will let marketers "execute programmatic auto marketing in [a] more effective way due to data accuracy and scale."