Nielsen's eXelate Pushes Into Mobile, Springs Into Billions Of User Identities

In a deal being announced today with one of the world’s largest aggregators of mobile user identities and behaviors, Nielsen’s eXelate unit will dramatically expand its footprint of data identifying mobile users.

The deal is significant because eXelate is already one of the dominant data management platforms (DMP) and exchanges enabling brands and publishers to identify and target consumers with digital ads online — and increasingly in mobile.

It is also significant because it enables Nielsen’s eXelate to dramatically increase its coverage of the mobile user universe at a time when the power of identifying and targeting mobile users appears to be shifting to so-called “walled gardens” — especially Google and Facebook — that are able to leverage their user log-ins and extend their reach to the universe of mobile apps and users that integrate with it.

The agreement with Seattle-based PushSpring will enable both companies to make more of a market out of PushSpring’s data, which processes “billions of monthly mobile app and device-level signals.”

Company executives said they didn’t know exactly how much the deal would boost eXelate’s coverage of the mobile user universe, or even how big the universe actually is — after factoring for the complex nature of cookie and device inflation, redundancy and deflation factors. But they offered to come up with an estimate and provide it to MediaPost in the near future.

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