Nielsen to Acquire Data Specialist eXelate

“We think the combination of Nielsen and eXelate will allow us to better serve the programmatic buying and selling space, in and around particularly video, but all forms of media,” said Steve Hasker, global president of Nielsen.

While programmatic ad-buying at the moment is largely a feature of the online advertising world, Mr. Hasker said he wants Nielsen to be ready if and when it moves into the $70-billion U.S. television advertising market.

“While we are starting in digital video, we think it will – if and when the market is ready – go to a broader television ecosystem,” he added.

via Nielsen to Acquire Data Specialist eXelate – CMO Today – WSJ.