Exelate.com - Delivering Delayed-Ads

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.

"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."

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.

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.

They've recently raised $4M from Carmel Ventures