Our Take:

Nielsen has acquired eXelate, a data and technology company that facilitates programmatic advertising across platforms. The deal will allow Nielsen to use audience insights in real time and leverage eXelate’s third-party online data–surrounding demographic and interest data from its partners–to inform programmatic advertising choices for marketers. This shows how programmatic advertising continues to gain momentum and Nielsen’s continued interest in providing solutions for the measurement of digital advertising.

New York – March 4, 2015 – Nielsen today announced that it has completed its acquisition of eXelate, a leading provider of data and technology to facilitate the buying and selling of advertising across programmatic platforms. This acquisition allows Nielsen to enable its clients to make better and faster marketing and media decisions.

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