Media measurement firm Nielsen and programmatic ad tech outfit eXelate<\/a> had already worked together for five years\u00a0before the former’s acquisition<\/a> of the latter this March. Now they are working on the same journey.<\/p>\n “We act as their data management backbone, taking a lot of their offline data and activating it in the programmatic world,” eXelate CEO Mark Zagorski<\/a> tells Beet.TV in this video interview. “This is the culmination of that relationship.<\/p>\n “We\u2019re bringing together two amazing data sets – the census-level data that eXelate captures in the online world, and the very detailed panel-level data that Nielsen has been known for. It\u2019s something that the marketplace has been looking for.\u00a0We bring to them the new world DNA of the ad tech world.”<\/p>\n Zagorski is excited about “how we take the product roadmaps and combine those to start co-building products from day one”.<\/p>\n