In another example that investments in Internet advertising startups are far from cooling, eXelate is announcing a $4M investment from Carmel Ventures.
The Israeli company offers a marketplace called the “eXelate Targeting eXchange” which is focused on what they are calling “Delayed-Ads.”
Here’s how it works: An ad network participating in eXelate’s exchange purchases from publishers the right to place Delayed-Ad cookies on users with vertical-specific interests (travel, automotive, etc.). When such users later visit publisher sites that fall under the realm of the ad network, they are shown targeted ads relevant to the interest-specific site they received their Delayed-Ad cookie on. Hence, “Delayed-Ad.”
Is this basically a twist on behavioral targeting and retargeting? Generally speaking yes, except that eXelate restricts itself from building user profiles like traditional behavioral ad networks such as TACODA. Nor does it retarget traffic within the ad networks employing its system.
eXelate may not be revolutionary, but it doesn’t have to be. The online marketing pie is huge and many players, even the non-revolutionary ones, can still claim their stake. This is especially true in international markets where the US-based heavy hitters are at a cultural disadvantage.