Prior to its sale to Nielsen, eXelate was one of the last big standalone data-management platforms (DMPs), alongside Krux and Lotame.
The deal comes less than two months after eXelate launched what the company described as a Customer Data Cloud, a deterministic platform that essentially unified its DMP and exchange with a common set of IDs across devices like tablets, smartphones and connected TVs.
As AdExchanger previously reported, Nielsen was in the running to buy offline-to-online data company Datalogix but was outbid by Oracle, which acquired Datalogix in December. Hasker notably said, prior to the acquisition, that the company was "looking to get into the offline/online data and attribution business in a big way."
Nielsen and eXelate were early partners, and the TV ratings company used eXelate's DMP to power Nielsen Online Audience Segments-TV Viewing in 2012, a cross-platform product designed to help online advertisers target TV viewers.
Dave Morgan, CEO of TV audience activation platform Simulmedia, described the deal as a "great fit," and added that Nielsen gets "a great data engineering group for future work." EXelate may provide Nielsen the connector it needs to better bridge its "Watch" and its "Buy" businesses. "Watch" is Nielsen's total audience measurement business, including video, audio and text.
The "Buy" side primarily serves up performance-measurement solutions to consumer packaged goods companies and retailers. By integrating its "Watch" and "Buy" segments with eXelate's aggregated set of segments from 200 data sources, Nielsen's third-party data sets get smarter.
"Nielsen is no doubt worried about the future of TV measurement and [they're] having trouble replacing that with a comparable digital measurement product revenue stream," commented Martin Kihn, research director at Gartner.