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eXelate, a data and analytics engine powering optimal digital marketing decisions, has just launched maX (modeled audience eXtension) data, a dynamic audience intelligence product which leverages first-party data and insights to accelerate digital marketing campaigns.

eXelate’s maX data uses exclusive Adaptive Audience (News - Alert) Intelligence processes to turn the best converters into a highly scalable, high performing, target audience for new prospects.

Developed from best-in-class data collection, analysis and optimization methodologies, maX quickly recognizes the characteristics of best performers and builds a robust model of relevant targets, while updating the attributes in real-time.

 maX data combines proprietary first-party data with a large amount of third-party data to deliver three to five times better campaign results than traditional data and contextual targeting.

eXelate's maX data moves beyond "cookie cutter" segmentation to build unique targeting segments, which are based on an advertiser's specific campaign goals. With sophisticated analytics and a massive data cloud filled with unique data signals, eXelate creates custom data segments that adapt to each advertiser's demands. eXelate calls this process Adaptive Audience Intelligence.

"Data has been the media buyer's best friend for years, but as they become more data conversant, they're no longer satisfied with pre-constructed audience segments. Marketers want original, proactive campaign plans that incorporate dynamic audience targets. eXelate's maX Data(TM) delivers adaptive audience segments proven to increase campaign performance. We're enabling media buyers to maximize ad spend, stop wasting impressions and target custom audiences that drive results," Damian Garbaccio, chief revenue officer of eXelate said in a statement.

maX data focuses on specific advertiser challenges.  Compared to traditional modeling methods, maX data is built with rich, exclusive data points which deliver unique insight into audiences.

"The key challenge facing audience buyers is efficient scale," stated Eugene Becker, vice president of Analytics for Xaxis.

"Large brands quickly exhaust high-affinity segments available off the shelf. The fact of the matter is that there's never enough high-performing data. Xaxis tackles this challenge by building the data that our clients need. This is where eXelate's maX comes in," Becker added.

Some of the key benefits of maX Data include high scalability as advertisers do not need to wait to build a custom targeting pool, and increased flexibility as maX Data can be leveraged on any media platform.