Dataium and eXelate Partnership Powers Advanced Auto Shopper Segmentation Solutions for the Auto Industry and Publishers

eXelate is now the exclusive data distribution partner for Dataium’s premium auto shopper segments, and a strategic data provider for Dataium’s new audience reporting and analysis solutions.

This is another major step towards leaner, more cost-efficient automotive operations, and we are honored to lead the data-driven revolution in automotive technology.

Nashville, Tennessee – Dataium, the largest aggregator of in-market automotive shopper behavior, announced at the JD Power Automotive Marketing Roundtable today, the expansion of its audience solutions through its strategic partnership with eXelate, the smart data company that powers smarter digital marketing decisions worldwide. The partnership enables Dataium to provide the automotive industry with an unprecedented level of transparency and visibility into digital campaign impact on dealership websites while allowing eXelate to be the exclusive data distribution partner for Dataium’s premium auto shopper segmentation data.

Dataium’s solution will provide an added layer of intelligence and new reporting capabilities for publishers, auto manufacturers, dealerships, and their agencies. Enhanced with eXelate data, Dataium’s solutions will deliver clear attribution and performance metrics across the consumer path to purchase, from OEM and portal websites to the dealership.

Auto dealers will benefit from this partnership through the combination of Dataium Automotive Shopping Intensity (ASI™) with traditional audience segments. This added layer of intelligence, made possible via the partnership with eXelate, enables dealers, manufacturers, and their agencies to identify in-market auto shoppers by their shopping intensity. Once identified, marketing and promotional efforts can be aligned specifically to these shoppers’ attributes to create high-value marketing and sales opportunities. These premium auto shopper segments will be available exclusively within eXelate’s eXchange and Dataium’s reporting and analysis solutions.

Thanks to this new partnership, Dataium will provide auto manufacturers and their respective franchise dealerships with independent analysis of in-market auto shopper audience penetration from manufacturer promotions and campaigns. By matching quantitative effectiveness metrics (i.e. % penetration of campaign audience on dealership websites) with qualitative behavioral patterns (i.e. % of shoppers exhibiting imminent purchase behaviors, change in consideration set, or lower funnel shopping behavior), dealers and manufacturers alike will have visibility into national brand marketing campaign influence on local dealer operations. In turn, the partnership enables eXelate to infuse branded data from Dataium into the industry-leading eXelate eXchange.

Dataium delivers these enhancements without compromising online consumer privacy. Automotive shopping behaviors are blindly aggregated throughout the Dataium network, allowing both Dataium and eXelate to provide in-depth insights into the automotive consumer landscape while maintaining both individual user privacy and behavioral data integrity.

“The automotive vertical is the largest segment in the advertising industry, but often there is more shouting than communicating,” stated Dataium Co-founder Eric Brown. “With our new, ground-breaking audience measurement and audience performance capabilities, our clients can now engage consumers who are ready, willing and able to buy. This intelligence removes friction and noise from the consumer’s buying experience, which will only enrich the process for all involved. Partnering with eXelate demonstrates our commitment to work with only the best data distribution and commercialization team in the industry.”

“While everyone says they have the best data signal for auto intenders, eXelate has partnered with the premium “last mile” data provider as the truest signal of auto purchase,” said Damian Garbaccio, Chief Revenue Officer for eXelate. “This exclusive partnership continues our commitment to providing the most accurate, actionable, and agile smart data on the planet.”

Angie Sherrell, Managing Director of Dataium, added, “At Dataium, we have long been committed to optimizing the consumer’s path to purchase, because every stakeholder in the automotive industry can see the benefits in their bottom line. Our new audience segmentation solutions are the first independent means of measuring both the quantity and quality of automotive shopping intent, without compromising data integrity or automotive shopper privacy. This is another major step towards leaner, more cost-efficient automotive operations, and we are honored to lead the data-driven revolution in automotive technology.”

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events each day. The company supports cutting-edge data collection and reporting technology and is also known for its ASI™ index. For more information, visit, email: info(at)dataium(dot)com, or call 877-896-DATA (3282).

About eXelate
eXelate is the smart data company that powers smarter digital marketing decisions worldwide for marketers, agencies, platforms, publishers and data providers. eXelate’s smart data platform provides accurate, actionable, and agile data and analytics on online household demographics, purchase intent, and behavioral propensities. Through the collection of trillions of directly measured online data points and distribution partnerships with information leaders such as Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custom modeled data sets actionable across 700M online consumers worldwide. As members of the NAI, IAB, trustE, Council for Accountable Advertising, and Evidon’s Open Data Partnership, eXelate is a leader in privacy compliant advertising practices. For more information, please visit or follow @eXelate.