Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey.

“We act as their data management backbone, taking a lot of their offline data and activating it in the programmatic world,” eXelate CEO Mark Zagorski tells Beet.TV in this video interview. “This is the culmination of that relationship.

“We’re bringing together two amazing data sets – the census-level data that eXelate captures in the online world, and the very detailed panel-level data that Nielsen has been known for. It’s something that the marketplace has been looking for. We bring to them the new world DNA of the ad tech world.”

Zagorski is excited about “how we take the product roadmaps and combine those to start co-building products from day one”.

More on Nielsen’s expansions reported in the Wall Street Journal last week.