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Advertising - Thursday, November 1, 2007

eXelate: New Ad Network From Israel Raises $4M

Unless you are a true online ad geek eXelate might hurt your head. First you need to understand behavioral ad networks. They serve ads to you not necessarily based on which site you are visiting but rather does the system think you are a democrat or republican, dude or chic. This concept has made a lot of money for people like Tacoda and Blue Lithium.

Late to the game, eXelate is setting itself up as a marketplace of behavioral data. So for example, you are a dog and a network knows that you are a dog who is hanging out on Dogster.com. When you leave to go to take a look at Eurodogs.com eXelerate can serve as the glue to make sure that another network will serve you dog food ads.

eXelate has raised $4M investment from Carmel Ventures. eXelate was founded in 2006 by CEO Meir Zohar and CTO Elad Efraim, who were with online ad network Oridian.

Does this make sense? Sure. It's not going to be easy but ad exchanges like Right Media are not smart enough yet to get the behavioral market. If these guys can make a behavioral exchange work that's a good business.

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