• by Gavin O'Malley  @mp_gavin, February 23, 2009

Behavioral marketing data exchange eXelate today is expected to announce the launch of its Insight Program, which is designed to uncover data to help ad networks better optimize campaigns.

The New York-based company launched its Optimization Lab in beta last summer to continuously qualify, analyze and optimize targeting data gathered from its publisher partners. Its role has recently expanded to include providing performance analysis and recommendations for Ad Networks that use eXchange data.

The Lab runs campaigns across all of its segments--which include auto buyers, travel, shopping and demo pools, among others--from ad networks that are seeking behavioral targeting guidance for campaigns.

The result is a behavioral targeting optimization plan that has resulted in lifts from 50% to 200% versus run-of-network delivery or segment-based targeting, according to eXelate.

"This goes well beyond the standard level of behavioral targeting data that we provide," said eXelate Chief Revenue Officer Mark Zagorski. "The result is as important as the desired audience, but may not sync with expectations."

The Lab is designed to continuously filter, analyze and optimize targeting data gathered from its publisher partners, which is then made available to ad networks on the eXelate Targeting eXchange.

Targeting data is accessed via eXelate's Targeting Trigger technology, which allows both ad networks and publishers to connect on the eXchange, in an attempt to drive higher ad network CPMs, and new revenue streams for publishers.

Targeting Triggers are targeting pixels generated by eXelate, and delivered to Web site visitors after the occurrence of a qualified targeting event--i.e., a specific interaction with a behaviorally relevant publisher.

The eXelate Targeting eXchange allows ad networks to serve targeted ads on untargeted media after users visit relevant publisher sites within the eXelate eXchange.

In one recent lab test, by analyzing specific targeting data and advertising pairs, eXelate was able to improve the click-through rate for a campaign on its Hispanic targeting channel--versus running the same campaign Run Of Network--by nearly 300%.

In 2007, eXelate announced a $4 million investment round led by Carmel Ventures.