Break Media Partners With BlueKai and eXelate on Ad Targeting and Optimization

Video and Display Ads on the Break Media Network Will Now Be Enhanced by Insights From Industry-Leading Data Providers

March 24, 2010 -- LOS ANGELES -- Break Media, an entertainment community for men, today announced partnerships with BlueKai, an in-market data auction, and eXelate, an open marketplace for audience targeting data, to provide Break advertisers with industry-leading ad targeting and optimization capabilities.

This move combines one of the largest video and display advertising networks in the U.S. with new targeting data and tools to maximize the effectiveness and measurability of ad campaigns.

“Today’s brand advertisers want three things from their campaigns: reach, effectiveness, and transparency”

“Today’s brand advertisers want three things from their campaigns: reach, effectiveness, and transparency,” said Andrew Budkofsky, EVP of Sales and Partnerships, Break Media. “These partnerships, combined with the size of our network and the breadth of our ad offerings, will ensure that Break’s advertisers will be able to reach as much of their intended audience as possible, and do so with maximum efficiency and effectiveness.”

Partnering with Blue Kai – the only auction marketplace that prices data separately from media – and eXelate – the leader in flexible targeting solutions that engage audience data throughout the purchasing value chain – will enable Break to deliver significant new value to its advertising partners. Break advertisers will now be able to leverage the latest online consumer intent data to precisely target their campaigns across every important product vertical, including consumer packaged goods, auto, travel, and entertainment, ensuring that the most effective ad is delivered to the most receptive user at any given moment within the lifecycle of a campaign.

“BlueKai is excited to provide Break Media’s advertisers access to the world’s largest supply of in-market data,” said Omar Tawakol, BlueKai's CEO. “BlueKai’s data auction attracts the most in-market transaction volume in the world, enabling Break’s advertisers to find in-market audiences at scale. Additionally, by leveraging BlueKai’s breadth and depth of data, Break’s advertisers can experience superior ROI by finding and reaching consumers anywhere within the marketing funnel, from broad reach to in-market.”

“eXelate's broad pool of deep targeting data, matched with Break's reach within the male demographic, will enable advertisers targeting this audience to more efficiently execute their campaigns,” said Meir Zohar, Chief Executive Officer of eXelate. “Break will have the opportunity to flexibly integrate targeting information from the web’s most diverse pool of audience data. Whether it’s an auto, CPG, technology, or travel advertiser, we can help them find the audience they need to reach.”

The Break Media Network has grown 77 percent in the past six months – from August 2009 to January 2010 – to become a top-10 video ad network, reaching 86 million unique viewers on a monthly basis (comScore, Feb 2010). The network consists of hundreds of premium partner sites and provides an all-encompassing advertiser solution for reaching men with highly engaging ad units: display, pre-roll, and Break’s exclusive Interactive Engagement Suite (IES). Break Media recently rolled out several new ad units within the Interactive Engagement Suite, and it is the first video advertising network to incorporate targeting capabilities into innovative ad formats such as interactive pre-roll.

Source: Break Media