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ExeLate, a web based advertising startup from Israel, provides users with something called the 'exeLate Targeting eXchange' which relies on Delayed ads. Delayed ads are set up as users visit vertical-specific sites (such as travel, shopping, cars, etc.) or do searches on a certain subject. Rather than directly triggering a relevant ad, ExeLate introduces a Delayed ad cookie; later on when any Partner Network has available ad space, they'll ID the Delay cookie and display a pertinent delayed ad. ExeLate does not however, collect personal info, they don't send out ads based on adult content, and they do not do behavioral targeting.
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| In their own words | |||
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"The eXelateâ„¢ marketplace offers networks and advertisers targeted media with high ROIs and provides a unique income opportunity for publishers.
Our Targeted Exchangeâ„¢ uses
Delayed-Ads to bring together precise targeting and zero privacy concerns."
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| Why it might be a killer | |||
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Advertising on the internet is a huge market and there's still room for competitors. While Exelate may not be startlingly new it does offer a means of advertising that doesn't overtly step over consumer privacy rights, which bodes well for most net users. Additionally it makes targeting easy much easier.
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| Some questions | |||
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Will this work? Do delayed ads have enough oomph? You won't know the reason why a person was visiting site X, so displaying these delayed ads may not be relevant at all. What about those who delete their cookies--it won't do anything for them.
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They've recently raised $4M from Carmel Ventures
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| Category: Web App-Tools | tags:
targeted ads cookies online advertising delayed ads exelate.com exelate
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