Bluekai Little Blue Book

Blue BookA Buyer’s Guide

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2014

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datalogix

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i360

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TransUnion®

Mobile partner International partner < 3 >< 2 >

What’s inside!

Welcome to BlueKai’s Data Planning Desk .......................................4

Acxiom ..................................................6

AdAdvisor ..............................................8

AddThis ...............................................10

Affinity Answers ...................................12

Alliant ...................................................14

AnalyticsIQ ..........................................16

Arcametrics .........................................18

Bizo .....................................................22

BlueKai Intent ......................................24

BlueKai Qualified Demographic Data ...28

comScore ............................................30

Coull.com ............................................32

Cross Pixel ..........................................34

Datacratic ............................................36

Dataline ...............................................38

Datalogix .............................................40

Dun & Bradstreet .................................44

Evite ....................................................46

Experian Marketing Services ...............50

Forbes .................................................54

GfK ......................................................56

i360 .....................................................58

I-Behavior ............................................60

IRI ........................................................62

IXI ........................................................64

Lotame ................................................68

MasterCard Advisors ...........................70

Media Source Solutions .......................72

Precision Market Insights .....................74

Profound Networks .............................76

Relevate ..............................................78

Targeted Victory ...................................80

TransUnion ..........................................82

TruSignal ..............................................84

V12 Group ...........................................88

Webbula ..............................................90

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Let us help compile high performing and customized segments to activate your media buys – we make life easier and help you drive performance!The BlueKai Data Planning Desk is available around the globe.

The Desk is able to service all incoming RFPs from our valued

clients – with turnaround times of under 48 hours. Together, we’ll

work to identify the data that best activates you or your clients’

goals. For all upcoming media campaigns, remember to incorporate

BlueKai’s industry-leading data.

• Send us your RFPs and we’ll respond quickly with a proposed audience plan

• Share any media plan & we’ll assist in estimating impression totals

• Place our pixel on any page to analyze incoming traffic & discover the precise aggregate profile of any site visitors, then use these findings to target additional similar targets.

Send al l inquiries to [email protected] to get a

head-start on the competition today!

Welcome to BlueKai’s Data P lanning DeskEnhance Your RFP Responses with Audience Targeting Data

< 7 >< 6 > Mobile partner International partner

Interest

• Interests of members of the household

Vehicle

• Make

• Model

• Year data

• Brand propensity

Technology

• Types of devices

• Technology adoption model

Behavior

• Charities

• Media channel preference

• Green living

Life Event

• New parents

• New movers

• Empty nesters

Travel

• Destinations

• Cruise

• Casino propensity

Personicx

• Household-level segmentation product

C ol lection MethodologyAcxiom collects publicly available information, surveys and

information from other information providers. Our data products

are used by companies, political organizations and non-profit

organizations in their marketing, fundraising and customer service

programs, both offline and online. Our data includes proprietary

models and segmentation data based on the sources we collect.

Use Our Data ForAudience selection and targeting, segmentation, content and offer

customization, analytics and reporting. Our technology enables

anonymous targeting, providing a single view of the consumer across

devices.

Individual Demographics

• Occupation

• Education

• Gender

Household Demographics

• Marital status

• Presence of children

• Head-of-household info

Financial

• Income

• Net worth

• Investors

Real Property Data

• Home type

• Home value

• Length of residence

Age

• Age

• Date of birth for individual and household members

Buying Activity

• Categorized purchase history information

Acxiom Data 101Acxiom is an enterprise data, analytics and software as a service

company that uniquely fuses trust, experience and scale to fuel

data-driven results. For over 40 years, Acxiom has been an innovator

in harnessing the most important sources and uses of data to

strengthen connections between people, businesses and their

partners. Acxiom’s InfoBase® data products include a collection of

high-quality compiled consumer data products that draw information

from the single largest and most comprehensive data repository of

U.S. consumer data in the nation. The leading consumer data-append

product, InfoBase® Consumer Enhancement supplies consumer

descriptive data to clients for use in analytic, segmentation and

targeting applications across all channels including offline, online,

mobile and television.

Description of Data Type

Acxiom: A Buyer’s GuideMobile


Neustar Data 101AdAdvisor, a Neustar service, is a suite of data-driven audience

targeting solutions that start with verified, scalable offline data to

provide portable, cross-platform online targeting. AdAdvisor enables

precise targeting by unlocking thousands of behaviors, attributes

and lifestyles in addition to zip code, age, and gender and linking

them to an AdAdvisor Element. Using AdAdvisor data, you can

target prospects most predisposed to a brand, product or service.

AdAdvisor’s data comes from reliable offline data about nearly every

US household, based on hundreds of proprietary sources. AdAdvisor

does not track online browsing behavior, and is built on anonymous,

privacy-friendly consumer profiles.

Description of Data TypesAdAdvisor provides access to 159 popular Audience Groups within

the BlueKai marketplace, and to over 13,000 audience attributes

for client-customized targeting. Each attribute allows you to target

a portion of the US population that indexes highly for a particular

behavior, characteristic, opinion, or brand preference. For instance,

“Automotive – Vehicle Make – Chrysler” identifies households that are

most likely to own a Chrysler.

Neustar: A Buyer’s Guide

C ol lection MethodologyAdAdvisor data is collected by verifying a user’s real, offline

household identity. We then associate that verified identify against

Neustar’s ElementOne segmentation model. We receive over 2

billion records per month from authoritative offline sources. These

offline sources include market research data, retail purchase

behaviors, demographic providers, and national panel data. Through

a proprietary verification process, this information is aggregated and

standardized within our ElementOne® Analytics Platform. The result

is a highly accurate segmentation that reveals this user’s consumer

behaviors, propensities, and demographics.

Use Our Data ForTop 5 use cases for AdAdvisor data:

1. Brand and Product-level Propensity Data – e.g. American Express cardholders, Xbox users, Dove soap buyers

2. Competitive Conquesting – e.g. help Delta reach United Airlines frequent flier program members

3. Brand Awareness – identify target consumers before they are in-market

4. Large-scale campaigns – reliably reach tens of millions of uniques who fit your campaign goals

5. Life Stages – households with young children, consumers who do lots of home renovation, recent college graduates, seniors, etc.

AdAdvisor data also helps you reach people who behavioral targeting

(BT) can’t easily reach – for instance, consumers of products which

are generally purchased offline.

Mobile

AddThis: A Buyer’s Guide


AddThis Data 101AddThis creates 700+ audience segments from proprietary,

first-party data on 1.3B uniques across 14M domains, as well as

custom audience models based on advertiser pixel and conversion

data. Segments and models go beyond retargeting to find and

understand brand prospects based on intent, behavioral and social

connections in real time. AddThis is a global data company with 1.1B

monthly uniques from international countries (Over 250M monthly US

uniques).

Description of Data TypesAddThis has intent-based segments, interest segments and includes

social data segments. These high performance segments have

great reach and scale in the industry. AddThis pinpoints in-market

prospects that are the most likely to convert and are optimized and

scaled using social and behavioral data. AddThis also models all the

search, social and metadata with a full data science team. All data

types are available to target international audiences in almost all

countries.

C ol lection MethodologyAddThis uses first-party, proprietary data from its social infrastructure

platform, which is served on more than 14M sites more than 24B

times a month. The data is collected anonymously and used to model

audiences by layering social, site, and search graphs using multi-graph

technology. The international data is collected both in English as well

as native language and localized translation.

Use Our Data ForWith the largest social data footprint on the Internet - AddThis has

the most robust social and sharing data in the marketplace for brands

and influence. AddThis audiences are best used for by advertisers

looking to attract new prospects and visitors to their sites. AddThis

audiences allow for levels of precision similar to retargeting because

they are modeled off of current users, but with additional – and still

efficient – scale. This data is used for every vertical (Auto, Retail, CPG,

Travel, Financial Services), season (Holiday, Back to School, Mothers’

day, etc.) and type of buy (Social, Direct Response, Branding). Finally,

AddThis has the largest world-wide audience base for global or

international campaigns.

Affinity Answers Data 101Affinity Answers provides predictive keyword targeting based on

observing consumer online social media behavior and interests. These

“social profiles” are mapped into our affinity graph for businesses and

partners like BlueKai to directly query.

Our Affinity Graph allows businesses to identify market opportunities

with significantly higher success than traditional demographic-

based targeting techniques to find brands, media, print, and digital

destinations which resonate best with your audience specific

message.

Businesses can predictively target audiences based on existing

mutual engagement on coarse or fine-grained interests. Coarse-

grained interests can be chosen at either the categorical or industry

level while fine-grained interests can be selected down to the specific

brand, celebrity, digital property, app or location. For example, the

Affinity Answers Affinity Graph for Nike may show the NBA having a

high engagement quotient with its brand. With this knowledge Nike

can choose the NBA category in BlueKai to target the NBA specific

category.

Description of Data TypesAffinity Answers maintains over 160 distinct categories containing over

35,000 brands and other entities (Media, TV, Music, Celebrities, Sports,

Movies, and Apps) based on a nearly infinite panel of active social

media consumers engaging with brands and entities.

C ol lection MethodologyAffinity Answers captures data from the top social media entities and

evaluates their Facebook fan and Twitter follower engagement to

create the Affinity Answers Affinity Graph.

Behaviors tracked include commenting, photo posting, retweeting,

hash tagging, etc. The affinities derived from aggregating these

behaviors across more than 171M active social media consumers.

Use Our Data ForAffinity Answers data can be used in several ways, but as always it is

important to have the proper message for the audience.

Depending on your goals, you may use their data to discover and

target where your audience is currently or to target segments where

your competitors have stronger presence.

While categorical and industry level targeting increases reach, keep in

mind it will impact relevance and vice-versa.

Targeting competitor’s affinities is also a way for smaller brands to

successfully target consumers that are not yet available in Affinity

Answers’s index.

Brands with existing TV campaigns or sports sponsorships may

also consider expanding those campaigns through selecting the

complementary Affinity Answers category to provide second screen

reinforcement.

Affinity Answers: A Buyer’s Guide


Al liant : A Buyer’s Guide

Alliant Data 101Alliant creates predictive segmentation solutions for multi-channel

marketers. The company’s core assets include one of the industry’s

largest sources of transactional data, sophisticated analytics, and a

deep understanding of marketing strategy. Alliant Online Audiences™

delivers a powerful segmentation platform for online display

advertisers seeking brand reach and conversion performance.

Description of Data TypesAlliant Online Audiences include consumer purchasing histories

and powerful purchasing measures, allowing marketers to identify

large audiences with targeted interest and loyalty profiles. All data

is sourced offline from direct-to-consumer marketers who use

promotional offers to sell merchandise, subscriptions, continuity

products and memberships.

Purchase Interest Categories include:

• Health & Beauty

• Fitness & Well-being,

• Home & Garden

• Cooking & Gourmet

• Entertainment

• Books & Magazines

• Finance

• Family & Home

• Travel

• Products for Children, Women & Men

Transaction and Demographic Profiles:

• Financially in Charge

• Emerging Consumers

• Multibuyer Behaviors

• Recency

• New Movers

• Gender

• ProfitSelect™ response score

C ol lection MethodologyAlliant’s data-driven solutions are powered by proprietary cooperative

databases. Alliant combines multiple data feeds to create a unified,

proprietary view of each consumers interests and performance.

Alliant’s data resources include transaction-level behavioral customer

data on more than 140 million consumers, updated monthly by

leading marketing brands. The purchase affinities and marketing

behaviors are not inferred or modeled. They are based on direct

transactions. A proprietary payment score is available for qualifying

prospects for higher LTV or to be used as a wealth indicator.

Use Our Data ForAlliant Online Audiences allow marketers to target segments using

any combination of purchase history, marketing behavior and

monetary measures. It is a unique, fresh data set that combines direct

marketing science with digital velocity.

Brand Advertisers can combine the AOA segments to target

audiences by interest, demographic and likely pricepoints to craft

responsive segments that precisely meet campaign goals.

Conversion Marketers can access AOA’s affinity information and

powerful direct response performance metrics to build response and

generate conversions with highly targeted offers and price points.

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Mobile

AnalyticsIQ: A Buyer’s Guide

AnalyticsIQ Data 101AnalyticsIQ is a marketing analytics firm based in Atlanta, GA. Using

a combination of the vast amount of consumer data we’ve acquired

and sophisticated analytical techniques, AIQ has develop dozens of

highly accurate data products which have been embraced by major

brands and marketers. These data products have been repeatedly

and successfully benchmarked by our partners and clients over the

years. They continue to be the most accurate and provide the best

coverage.

Description of Data TypesAIQ offers a wide variety of relevant data. Here’s an overview of each:

Affluence• Income

• Spendex - Discretionarily Spend Predictor with breakout categories

» Donations

» Travel

» Personal care (health & beauty)

» Entertainment

• WealthIQ - Net worth predictor

• Investable Assets - Predicts amount of investible assets

» Savings

» Checking

» Stocks

• Home Market Value

Travel Propensity

Predicts the likelihood of a household traveling in the near future.

Breakout categories include: domestic, international and cruise.

Automotive Propensity

Two scores:1. Likelihood to own a specific make (Ford, Lexus, Audi etc.).

2. In the market for a new vehicle predictor.

Demographic

Age, marital status, presence of children

Purchase/Lifestyle

Social-IQ-social media activity, gardening, reading, exercise,

technology and electronics

C ol lection MethodologyIn developing our tools, we use a combination of our own data assets

(1,000+ data attributes from over 100 sources) and our sophisticated

analytical techniques. For example, the automotive scores are

developed using actual consumer auto purchase behavior to build

models that will segment consumers into distinct In the Market and

Make Ownership buckets.

Use Our Data ForAIQ affluence data performs well for financial services, telco,

electronics and fundraising campaigns and many other verticals.

Spendex subcategories are perfect for marketers reaching one of the

breakouts (ie “Personal Care” for health & beauty, “Donations” for

non-profit, “Entertainment” for telco and electronics, “Travel/Cruise

for cruise marketers).

The automotive data is directly applicable for the automotive

industry, but we’ve also found the data very predictive for non-

automotive offers. The type of vehicle a consumer drives is reflective

of their lifestyle and overall buying behaviors.

» Home Improvements

» Dining Out

» Apparel

» Bonds

» Insurance

» Annuities


C ol lection MethodologyResearch shows that the best customers in a category exhibit complex

patterns of behaviors that distinguish them from the rest of the crowd.

Arcametrics leverages thousands of demographic, interest, in-market,

and online and offline purchase history data attributes to identify the

behavior patterns that best identify category buyers.

Category level look-alike audiences are based on how consumers

actually spend and behave. They use a proprietary neural net analytic

modeling platform to identify which attributes are most important,

which are redundant, and which offer little predictive value. They

identify the patterns and data interactions that best identify online users

that mirror existing category buyers.

Arcametrics: A Buyer’s Guide

Arcametrics Data 101Arcametrics enables advertisers to improve campaign performance

by targeting highly optimized audiences. They provide custom

look-alike and branded category audiences to online advertisers,

advertising agencies, and lead-gen companies. Arcametrics’

proprietary technology and analytic approaches enables them to

provide custom look-alike audiences that are fast, easy and affordable

to implement. By accessing and activating a broader, richer set of

data and leveraging a powerful analytic and neural net modeling

platform, they identify large predictive audiences to enable online

campaigns to be better targeted and more relevant.

Description of Data TypesArcametrics provides category look-alike audiences for dozens of

shopping categories based on thousands of individual transactional

and consumer demographic attributes. They provide two tiers of

category look-alike audiences, enabling marketers to choose whether

to focus on those whose behavioral patterns most closely match

category buyers, or to market to an expanded audience of buyers

who have similar behavioral patterns as category buyers.

• Tier 1—Audience whose behavioral patterns closely match category buyers

• Tier 2—Audience whose behavioral patterns are similar to category buyers

• Note that Tier 1 and Tier 2 audiences are mutually exclusive

Mobile


Use Our Data ForArcametrics Category Look-alike Audiences help advertisers grow

conversions and increase ROI by providing more predictive audiences

of recent category buyers and those whose behavior patterns closely

match category buyers in the following categories:

• Apparel & Fashion

» Children’s Apparel

» Men’s Apparel

» Women’s Apparel

» Shoes and Footwear

» Jewelry and Accessories

• Beauty, Health and Fitness

» Cosmetics and Beauty Products

» Fitness and Exercise

» Health, Diets and Nutrition

• Home, Garden and Auto

» Auto Parts and Accessories

» Home Décor

» Home Improvement/DIY

» Lawn and Garden

• Leisure and Specialty Interest Products

» Books and Magazines

» Cameras and Photography

» Computers

» Crafts

» Flowers

» Hobby and Collectibles

» Kitchen and Cooking

» Media and Entertainment Products

» Mobile Phone Accessories

» Music Enthusiasts

» Outdoor Enthusiasts

» Sports Gear

• Toys, Family and Pet Products

» Baby Care Products

» Children’s Toys and Entertainment Products

» Pet Supplies

» Video Games

• Travel, Dining, and Services

» Personal Financial Advice Products

» Restaurant Enthusiasts

» Travel Enthusiasts

» Vacation

» and Travel Products

C ontinued...

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Bizo Data 101Bizo is how B2B marketers identify and reach their target audiences

online. Bizo’s Marketing Platform is powered by targetable business

demographic data on over 120 million business professionals from a

network 4,200+ publishers of business news, technology, industry,

professional, and other publishing sites across the business web.

Description of Data TypesThis audience network reaches more than 85% of the US business

population, giving marketers cost-effective access to the most

valuable online audience segment – business professionals.

Demographic data is broken up into five targetable demographic

areas called ‘bizographics’. The five segments are Company Size,

Industry, Functional Area, Seniority and Professional Group.

C ol lection MethodologyBizo gathers and organizes vast amounts of non-personally

identifiable information (non-PII) bizographic information. Bizo data is

collected from the following sources: a) Registration Data, b) Vertical

Publishers, c) Proprietary IP conversion, d) Off-line databases, and

e) email data. Data is refreshed constantly as cookies change due

to browsing patterns of business professionals. If Bizo hasn’t seen

a refreshed cookie from a business professional in six months, it is

removed from the data segments.

Use Our Data ForBoth B2B and B2C brand marketers or lead gen wizards that are

looking to engage the highly educated, high net-worth consumer

audiences that business professionals represent, Bizo can grow

brand awareness and drive qualified leads. The Direct Marketing

Association (DMA) had the goal of attracting more marketers to

its annual conference. Bizo’s display campaign precisely targeted

Marketing Professionals and Executives/CSuite across the U.S. The

Bizo campaign supported or directly drove attendee leads and/or

registrations.

Bizo: A Buyer’s GuideMobile

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BlueKai Data 101BlueKai Intent™ data offers unparalleled data depth and breadth for

branding and direct marketing initiatives, across seven key in-market

verticals, and over 30,000 targeting attributes. BlueKai users who

are bucketed into “in-market” categories are qualified consumers

who intend to buy a particular product or service in the near future.

BlueKai qualifies these consumers through specific actions which

indicate intent to buy on top tier ecommerce, financial, retail, online

travel agency sites. Sample actions include interactions with a search

function (either via search widget, or entering in a keyword), product

comparison, loan calculators, etc.

Description of Data TypesIn-Market Real Estate Data – Users who have demonstrated intent to

purchase or rent real estate. Examples of intent include researching

property listings and filling out requests for information on top real

estate sites.

In-Market Auto Data – Users who have demonstrated intent through

make/model searches, car configurations and dealership quote

requests on online automotive sites. 93% of BlueKai’s In-Market autos

users come from comScore top 10 Automotive sites.

In-Market Travel Data – Users who have searched for flights, hotels

and car rentals on top online travel sites in the last 7 days. 94% of

BlueKai’s In-Market travel users come from comScore top 10 travel

sites like Kayak.com.

In-Market Education Data – Users who have demonstrated intent to

pursue education and vocational training, typically at post-secondary

institutions. Examples of intent in include searches on particular

schools, majors, and financial aid products.

In-Market Financial Data – Users who have performed actions such as

search queries, using financial calculators, and comparing credit card

offers, mortgage rates, insurance products and retirement plans. 80%

of BlueKai’s In-Market Finance data comes from comScore

top 50 Financial sites.

In-Market Retail Data – Users who have performed product compari-

sons, auction behavior, or SKU level searches on top online retail sites.

Verticals include Clothing, Shoes & Accessories, Consumer electron-

ics, Consumer packaged goods, Health & Beauty, Home & Garden,

Entertainment, Video Games and Automotive Parts & Accessories.

In-Market Services Data – Users who have demonstrated intent to

purchase local goods and services such as apartments, restaurants,

mechanics, or retail stores in a particular geographic locations.

In-Market CPG Data – Users who have demonstrated intent to purchase

consumer packaged goods through searches, product comparisons,

and online auctions. Sample verticals include pet supplies, household

supplies, baby care products, and health and beauty supplies.

BlueKai Intent : A Buyer’s GuideMobile

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Demographic Data – BlueKai captures over 200 demographic at-

tributes from online and offline data sources including age, gender,

employment, language, family composition, household income and net

worth. All BlueKai demographic data is ‘self declared’ and is not inferred

or modeled.

Interest Data – BlueKai interest is separate from in-market and consists

of activities like reading blog posts or general news about a product or

service. Verticals include autos, arts & entertainment, online activities,

hobbies, politics & current events, sports, travel & more.

Predictors Data – Predictors consists of modeled ‘look-a-likes’ of

BlueKai in-market auto, retail & travel, modeled from online and offline

data sources – use BlueKai predictors as a reach extension to BlueKai

in-market.

C ontinued...

C ol lection MethodologyBlueKai aggregates and classifies intent data from 80% of the Top 20

comScore sites in seven key vertical markets. This data is organized

and qualified by a team of Classification Taxonomists, to ensure that

all users who are tagged as “in-market” have indeed taken actions

online to declare themselves as such.

Use Our Data ForLeverage BlueKai data for lower-funnel campaigns for targeting preci-

sion at scale. BlueKai In-Market Auto data has been seen to enhance

campaign performance by 30x versus other intender auto data

sources, and BlueKai “In-Market” data across verticals has powered

campaigns to see an average of 200-300% lift in performance.

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BlueKai Qualified demographic Data 101BlueKai has leveraged its massive scale of demographic data and

combined that with its own analytics based on consensus and

validation to present a new category of Qualified Demographic data.

Qualified Demographic data makes identifying accurate demographic

audiences easier and more effective. We have taken a “wisdom of

the data experts” approach to qualifying demographic attributes for

targeting audiences at scale.

Description of Data TypesMedium and High Confidence Categories for:

• Gender (Female or Male)

• Presence Of Children (Yes or No)

• Age

» 18-19

» 20-29

» 30-39

» 40-49

» 50-59

» 60-64

» 65+

• Household Income

» $0-$14,999

» $15,000-$19,999

» $20,000-$29,999

» $30,000-$39,999

» $40,000-$49,999

» $50,000-$59,999

» $60,000-$74,999

» $75,000-$99,999

» $100,000+

Qualification Methodology• BlueKai ran a series of test campaigns with our unbranded and

branded data categories to find the most accurate data sets in our platform.

• BlueKai then ran “consensus” testing, to understand where this panel of data experts agreed on the demographic profile of a user’s cookie.

• Attributes are assigned as “High confidence” when two or more data experts agree and there are no conflicting opinions.

• Attributes are assigned as “Medium confidence” when one expert states an attribute and there are no conflicting opinions.

• Qualified Demographic segments are tested quarterly to continue to meet the specified standard of excellence in data quality.

BlueKai Qualified Demographic Data: A Buyer’s GuideMobile

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comScore Data 101comScore helps businesses create value from digital consumer

relationships, giving clients the insights and context they need

to build winning business strategies. As a global leader in digital

measurement and analytics, the company is redefining the way

businesses measure consumer behavior in the marketplace and across

their own products and properties, turning big data into insights

about the behaviors of people. With more than 1.5 trillion interactions

captured monthly (equal to nearly 40% of the monthly page views of

the entire Internet), comScore has a strong foundation for applying its

modeling methodology to help marketers reach target segments.

Description of Data TypescomScore’s modeled look-alike segments are made up of consumers

who are scored against the probability to convert to your campaign

objective. comScore’s modeling methodology utilizes the comScore

panel and browsing behaviors across the BlueKai Exchange to pinpoint

in-market prospects who are the most likely to convert, scoring the

users based on a variety of attributes. comScore’s models are then

broken into centiles within the BlueKai taxonomy, making for easy,

customizable targeting, both for niche and scale.

C ol lection MethodologycomScore uses its proprietary panel of one million U.S. Internet users

to identify consumers who have conducted the behavior a marketer

seeks to predict – for example, consumers who have applied online

for a credit card – and uses that information to build models that

predict that behavior.

Use Our Data ForThe comScore models are designed to identify upper and mid-funnel

prospects for acquisition and brand campaigns. The model segments

are expected to yield more efficient marketing campaigns where the

objective is reaching the “right” consumers early in the consideration

cycle.

comScore: A Buyer’s GuideMobile

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C oul l Data 101Coull’s technology analyzes video content and categorises it

according to IAB standards, powering the monetization of a network

of 1.3bn+ video views by 128m+ unique viewers across 180+ markets

every month.

Coull VideoSignals - our first-party interest-level data - is built on

organic consumer interaction with premium video content and

segmented by category and geography to give marketers the most

credible and authentic interest-level data available. Coull is the only

global provider of interest-level data from video engagement in the

marketplace.

Description of Data TypesCoull VideoSignals’ global reach and unique interest-level data gives

buyers a powerful way to engage consumers whose frequent viewing of

video content demonstrates authentic interest in specific categories.

Categories: Coull VideoSignals’ interest-level data is made up of a

pool of over 128m unique video viewers per month, segmented into

commercially applicable IAB categories such as Autos, Video Games,

Travel, Finance & Investing and Shopping, dependent on the types of

videos they have watched.

Countries: Coull’s data is collected from unique video views across 180+

markets, with particular focus on key markets such as US, UK, France,

Germany, Canada and Australia.

C ol lection MethodologyCoull collects first-party data from its video network of premium

video publishers covering 128m+ uniques per month across 1.3bn+

video views on desktop, mobile and tablet devices.

Coull VideoSignals Data is:

• Anonymous: No personally identifiable information (PII)

• Unincentivised: Data collected from organic engagement with category-specific video content

• Fresh: Updated in real-time to give marketers authentic and current targeting opportunities.

Use Our Data ForEngage video enthusiasts

If you’re planning an online video campaign Coull VideoSignals

enables you to reach consumers that have a proven appetite for

video. These interest-level segments are highly-receptive audiences

for any online video campaign.

Increase the effectiveness of your campaigns

Target authentic audiences who watch video content as part of

their consumer journey, delivering an increase in brand uplift and

engagement. For example, use Coull VideoSignals to engage gaming

enthusiasts who have watched video reviews, sports fans who have

watched highlights, or travellers researching destinations.

Get to hard to reach audiences

Coull VideoSignals has a worldwide audience base, suitable for

international campaigns or more effective execution of localized

campaigns where there is currently insufficient audience interest data

for that market.

C oul l: A Buyer’s Guide


Cross P ixel Data 101Cross Pixel is the leading provider of high-performance audience

data and information for the real-time advertising industry. Cross

Pixel’s mission is to provide the highest quality data to help marketers

improve campaign performance. Utilizing Cross Pixel’s proprietary

data management technology, audiences are built with granular and

transparent control over where users are harvested and how they

qualify to be targeted. This approach drives performance while giving

advertisers insight, confidence of authenticity and control around the

data powering their online advertising campaigns.

Description of Data TypesIn-Market Shopping Segments – Cross Pixel offers over 500 standard

in-market shopping segments identifying users actively shopping for

a specific product or service.

• Apparel & Accessories

• Automotive

• Business/Finance

• Career Services

Audience Profiles – Cross Pixel also offers nearly 300 audience

profiles. These psycho-graphic profiles identify users based on a

variety of indicative behavioral actions these users make across

the web.

• Affluents

• Career Women

• Coupon Clippers

• Environmentalists

• Fitness Buffs

Custom Targeting – We create custom segments to identify each

unique advertiser’s best prospects to target for any given campaign

objective. Custom audiences target brand and competitive

conquesting keywords and/or behavioral traits.

C ol lection MethodologyCross Pixel has developed exclusive partnerships with over 1,000

leading eCommerce, transactional and information web sites, enabling

us to harvest 6.6 billion data points per month on over 400 million

active web surfers. Cross Pixel’s data acquisition strategy is focused

on mid- and long-tail sites. Through exclusive partnerships, Cross

Pixel harvests an array of unique data points which are utilized to

provide granular information about users’ online behaviors.

Use Our Data ForCross Pixel’s data can be used to target audiences at each stage of

the purchase funnel. Our proprietary audience building tool Audience

Calculator creates custom audiences for advertisers based on the

unique online behaviors of their target customers. Our technology

simplifies the creation of customized audiences by dynamically

scoring each individual user based on behavioral actions they have

taken online and the value of those actions to the advertiser. Further,

features such as threshold and recency controls allow the audience

to be adjusted as needed in real-time, ensuring that the advertiser is

always targeting the right audience.

Cross P ixel: A Buyer’s Guide

• Cell Phones

• Food & Dining

• Gifts

• Health & Beauty

• Home and Garden

• Frequent Fliers

• Gamers

• Healthy Eaters

• Hispanic Audience

• Investors

• Local Services

• Real Estate

• Sports/Fitness

• Telecom Services

• And More...

• Newlyweds

• NFL Fans

• Pet Lovers

• And More...


Datacratic Data 101Datacratic is a software company that applies machine learning and

predictive modeling to real-time data generated from consumer

behavior. Datacratic provides machine learning and optimization

software to Data Management Platforms (DMPs), Demand Side

Platforms (DSPs), Agency Trading Desks (ATDs), E-Commerce Web

Sites and others in the real-time marketing ecosystem.

Description of Data TypesDatacratic’s modeled look-alike segments are made up of users who

have a high probability to convert to your campaign objective. Using

a combination of your first party data, and BlueKai’s 3rd party data

users are assigned probability scores. Users with the highest scores are

identified by a BlueKai segment ID and made available for targeting via

your preferred media partner.

C ol lection MethodologyDatacratic has no data of its own. Your first party data is combined

with BlueKai’s 3rd party data to feed multivariate, nonlinear models

that are intended to create a causal relationship between the signals

and events inherent in your data and your conversion objective.

Datacratic’s models are intended to predict future behavior and

identify your best prospects.

To accomplish this, they use algorithms that learn from both the

presence and absence of segments in a user’s profile. They also rely

on the temporal information meaning the recency and frequency of

segment membership are core components of the models.

Models are retrained and users are rescored on a daily basis using

Datacratic’s online adaptive learning system meaning your modeled

segment is constantly improving.

Use Our Data ForDatacratic look-alikes are ideal for identifying and targeting lower

funnel prospects. Datacratic modeled segments tend to perform

better where the purchase consideration cycle is at least 1 week or

longer.

Datacratic: A Buyer’s Guide

International

GB • FR • DE • CA



Dataline Data 101Dataline is a leading provider of consumer information, intelligent

analytics, smart modeling applications, and unique digital audience

segments.

Dataline specializes in providing smart marketers customized insights

utilizing its proprietary database of 240 million individuals combined

with over 1,000 highly predictive variables. Dataline’s innovative

approach to data mining enables us to provide customized solutions

in a highly competitive, multichannel environment.

Datalink, our online solution, has an audience of roughly 120 million

consumers segmented into over 150 unique audiences.

Description of Data TypesThe Dataline proprietary consumer database of over 240 million individuals is continually evolving. New sources of data are tested and analyzed on an ongoing basis before being added to the database. All data must pass rigid quality control measures to ensure information a Dataline customer receives is current.

The Datalink digital audience offering includes:

• Consumer transactional buyer segments

• Demographic data; Income, Age, and Generational age bands

• Vehicle ownership information – Make and Year of Automobile

• Credit card holder data – Bankcard, Department Store, Premium and Upscale Retail

• Magazine subscribers in several categories

• Enthusiasts lifestyle data

• Donor transaction information

• Propensity or “intend” to information

Dataline data is offline-sourced and converted to online digital audiences through a partnership arrangement. We’re experts in understanding the interactions between many data sets and knowing how to apply them to increase your bottom line.

C ol lection MethodologyThe Dataline database is sourced with actual purchasing information

and captures the buying behaviors of a multi-channel consumer. Our

data resources are secured through licensing arrangements with

blue chip companies offering monthly transactional based data. Our

segmentation options are available exclusively through Dataline.

With close to 300 million individuals - Dataline’s transactional buyer

data is a powerful resource and can give you insight and scale as

you search for your desired audience. Dataline is offline-sourced and

converted to online audiences through a partnership arrangement.

Use Our Data ForDatalink, our online behavioral audience targeting solution, is

selectable by segments based on the integration of our offline to

online buyer data.

Taking Dataline Digital to the next level of sophistication, we are also

offering customized model segments based on client specific data.

The marriage of these two processes makes our Audience Predictor

modeling application unique.

Datalink identifies true buyers-not browsers. Our Dataline taxonomy

has many unique audiences not found in other data sources.

Dataline : A Buyer’s GuideMobile

Datalogix Data 101Datalogix (DLX) is the leader at integrating offline data and digital

media. We use verified offline purchase and activity data on more

than 110 million HHs to build precision-based data strategies.

Description of Data TypesWe offer 700+ pre-built audiences as well as custom audiences to

meet an advertiser’s exact targeting needs across the following

categories:

• DLX Auto powered by Polk® – Reach audiences in market, near market & likely vehicle owners

» Source: Polk’s 20+ years of ownership data and 350+ data points

• DLX CPG – Reach category, brand or product level consumer packaged goods buyers

» Source: In-store transactional data across grocery, mass, club and drug

• DLX Demo – Reach over 60 demographic based audiences from industry best offline sources.

» Source: Known double-verified offline data including U.S. census, DMV, public record information and more

• DLX Finance – Reach audiences based on income, credit status, net worth and more from industry best offline sources.

» Source: Known double-verified offline data including U.S. census, summarized credit sources and public record information

• DLX Lifestyles – Reach audiences based on their interests, tastes, preferences and activities.

» Source: Unprecedented combination of known online and offline purchase, demo & financial data

• DLX Philanthropy – Reach audiences with a propensity to give.

» Source: Philanthropic donations across a wide variety of causes and organizations

• DLX Retail – Reach audiences across any Retail category and product.

» Source: 10 Billion SKU-level transactions across 1400+ leading brands

• DLX Seasonals – Reach audiences based on each season’s biggest areas of spend.

» Source: Created from retail, CPG and lifestyles data

• DLX Subscription Services – Reach known subscribers of ongoing services including mobile, cable & more.

» Source: Long-term subscriber data with demographic, geographic, financial and consumer based purchase variables

• DLX TV powered by TRA® – Reach TV viewing audiences based on the shows, networks and genres they watch most.

» Source: TRA’s set-top-box exposure data from 4.2 M HHs

• DLX OnRamp – Convert any CRM, or offline file, into an online audience for a 1:1 direct match. Add DLX OnRamp Audience Extension to find new customers that spend just like your best customers.

Datalogix: A Buyer’s GuideMobile


C ol lection MethodologyDLX segments are derived from offline verified data, coupled with

our 100% 1:1 deterministic matching, guarantees the most accurate

audiences available online. The DLX data engine is fueled by:

• 110 M U.S. Households

• 10 B SKU-level transactions

• $1 T in consumer spending

• 1400+ leading brands

Use Our Data ForDatalogix is the best resource for online campaigns that drive sales

via an offline channel.

Datalogix provides the best audiences for:

• Consumer packaged goods brands

• Auto brands

• Products sold through major retail channels

• Campaigns for advertisers with their own customer data

• Campaigns targeting precise audience profiles

• National campaigns as well campaigns designed to reach a

specific marketing objective across any point in the buyer

lifecycle

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D&B Data 101Dun & Bradstreet (NYSE:DNB) is the world’s leading source of

commercial information and insight on businesses, enabling

companies to Decide with Confidence® for 171 years. D&B’s global

commercial database contains more than 220 million business

records. The database is enhanced by D&B’s proprietary DUNSRight®

Quality Process, which provides our customers with quality business

information. Business professionals regularly use D&B sales and

marketing data to research companies, executives and industries to

help convert prospects into clients.

The D&B online data solution is provided in collaboration with

WhoToo, Inc., a data-as-a-service and marketing platform provider

focused on email, mobile and online channels.

Description of Data TypesWith hundreds of marketing segments to choose from, D&B’s online

audience data has all you need for your online targeting. The D&B

offering is comprised of high-value audience targets across a variety

of segments including:

• Company

» Employee size, revenue size, location and ownership characteristics (ex. minority owned, private vs. public, etc.).

• Industry Classifications

» SIC and NAICS industry categorizations.

• Functional Area

» Area of responsibility and domain expertise.

• Seniority

» Business or equivalent organizational seniority.

• Decision Makers

» IT, Financial and business decision makers.

• Demographics

» Wealth, age, gender and other demographic attributes.

C ol lection MethodologyD&B is the leading provider that goes beyond aggregating content

to actually distilling it. We collect data from over 30,000 sources

globally, and put it through our rigorous DUNSRight Quality Process.

The result of our proprietary and patented processes is unbiased and

unique insight on over 26.7 million U.S. based business - both publicly

traded and private ones. You get one clear picture of your business

universe and powerful tools to identify profitable opportunities, fuel

growth, and realize positive bottom-line and top-line results.

Use Our Data ForWhether your goal is to create brand awareness or enhance your

prospecting capabilities, the D&B online solution has you covered. The

depth and breadth of D&B data is unparalleled in the online space.

Use D&B high level segments to create high quality, large audience

campaigns to create brand awareness and drive site traffic. Dive into

the wealth of D&B business information to create hyper-targeted,

highly relevant lead generation campaigns. No matter your marketing

goals, D&B data can help you deliver results.

D&B: A Buyer’s Guide


• Pre-Natal/Expecting

» Host or Guest of Baby Shower

• Upcoming Birthday

» Host or Guest of Birthday for Her

» Birthday for Him

• Recent Graduate

» Host or Guest of Graduation

• Sports Enthusiast

» Host or Guest of Sports/Leagues

• Home Entertainers

» Host or Guest of Hostess Party

» Dinner Party

» Cocktail Party

» House Party

» BBQ/Pool Party

» Pot Luck

» Game Night

• Travel intenders

» Hosts or Guest of Trips/Getaways

• Halloween

» Host or Guest of Halloween Party

• Winter Holidays

» Host or Guest of Winter Holiday Party

• Super Bowl

» Host or Guest of The Big Game Party

• Thanksgiving

» Host or Guest of Thanksgiving

• Religious

» Host or Guest of Religious Event

Evite Data 101With more than 22 million registered users and over 25,000

invitations sent each hour, Evite is the top online invitation and social

planning website.

Launched in 1998, Evite is headquartered in Los Angeles.

Description of Data TypesSegment/Definition

• Presence of Child in Household

» Host of Kids Birthday

» Babys first Bday

» Kids Corner

» Kids themes

» Halloween for Kids

• Age of Child in Household

» Title scrape for numbers (1st, first, First) in Host of Birthday for Kids

» Age assumed to be 1 for Host of Baby’s first

• Recent Movers/Furnishers

» Host of Housewarming party

• Bride

» Host of Save the Date

• Wedding Attendee

» Host and Guest of Wedding/Engagement

» Bridal Shower

» Bachelor

» Bachelorette Party

» Save the Date

Evite: A Buyer’s Guide


• Alcohol Enthusiast

» Host or Guest of Girl’s Night

» Guys Night

» Cocktail Party

» Bachelor

» Bachelorette

» Night on the Town

• Food Enthusiast

» Host or Guest of Dinner Party

» Potluck

» Brunch/Lunch

» BBQ

C ol lection MethodologyData is logged around any discreet event attendee (host/guest,

occasion, location, etc.). Inferences are made based on the criteria

above.

Use Our Data ForDemographic augmentation (presence of child) or purchase intent

(hosts need party supplies, guests need to purchase gifts, etc.). The

value of Evite data is that our users have taken a direct action to

indicate where they will be and what they will be doing at a date in

the future. Furthermore, our users can be segmented as the host or

guest and the category/type of event is known to us.

C ontinued...

< 49 >< 48 >

Experian Data 101Experian® is a global leader in providing information, analytical tools

and marketing services to organizations and consumers to help

manage the risk and reward of commercial and financial decisions.

Using comprehensive understanding of individuals, markets and

economies, we help organizations find, develop and manage

customer relationships to make their businesses more profitable.

Experian’s audience segments are powered by our industry-leading

compiled consumer database. The ConsumerViewSM database uses

state-of-the-art technology, unique build methodology, and vast

data sources with online linkages to deliver a superior database that

addresses the sophisticated needs of today’s multichannel marketer.

Description of Data TypesIt all starts with data. From demographics to behavioral and

psychographic information, Experian draw on a massive base of

knowledge accumulated during five decades in business.

Experian maintains a wealth of information about consumers and

how they make buying decisions. ConsumerView provides the most

accurate, comprehensive information on more than 299 million

consumers and 116 million households. In fact, ConsumerView is

independently ranked #1 in quality and #1 in coverage in comparison

Experian: A Buyer’s GuideMobile


to other offline data compilers. Experian’s extensive data resources

are used to create syndicated, pre-built ConsumerView audience

segments available in the following categories:

Demographic – This data provides valuable insight into the consumer

population, including demographic information such as age, gender,

income, occupation, and education.

Mosaic® – Mosaic® USA is our most popular segmentation tool that

provides a 360-degree view of consumers’ choices, preferences

and habits. The Mosaic® system classifies all U.S. households and

neighborhoods into 71 unique segments. This groundbreaking

classification system paints a rich picture of U.S. consumers and

their sociodemographics, lifestyles, behaviors and culture, providing

marketers with the most accurate and comprehensive view of their

customers, prospects and markets.

TrueTouchSM – Experian’s TrueTouch segmentation system offers 11

Touch-points to define the motivational messages that appeal to

various audiences. Understanding Touch-points makes it possible

for advertisers to align offers with the values and attitudes of the

consumers they wish to reach, using language proven to resonate.

Property and Mortgage – For years, Experian has been a leader in

compiling mortgage and property data from deed transaction records

and tax assessor file records. As a complement to the known data,

we have created property and realty models. The models utilize

our existing data variables to predict such factors as the estimated

current home value.

C ol lection MethodologyConsumerView is developed from a wide array of sources, including

self-reported information, aggregated panel data, websites that have

permission to share information about visitors, public records and

historical retail purchases that are collected offline and then brought

online through propriety online data partnerships. Experian employs a

rigorous process that includes the application of proprietary models,

data from thousands of sources and proven algorithms to create its

online audience segments. When used separately or combined, these

segments deliver a more complete and accurate 360-degree view of

consumers.

As a leader in the direct-marketing industry, Experian implements

stringent value-based practices that govern the acquisition,

compilation and sale of its consumer data to ensure compliance

with legal guidelines. These tactics include, careful screening of data

sources, ongoing internal audits and appropriate consumer notice

and choice.

Use Our Data ForThe ConsumerView audience segments use state-of-the-art

technology, unique build methodology, and vast data sources to

deliver superior audiences that address the sophisticated needs of

today’s multichannel marketer.

ConsumerView enables targeting that goes beyond simple

demographic or contextual targeting. With ConsumerView audience

segments, advertisers get both audience quality and reach because

we help improve advertising effectiveness by reliably providing

audiences that exceed millions of consumers. ConsumerView

segments work best when combined to create customized audiences

based upon demographic and lifestyle characteristics.

C ontinued...

< 53 >< 52 >

Forbes Data 101Serving as the world’s definitive source for business and finance news

since 1917, Forbes and it’s Premium Data Platform offer unparalleled

access to a highly affluent and connected audience of insiders,

innovators, and influencers. Advertisers look to Forbes for exclusive

access to the business community and the rest of the world’s elite

with custom built, highly specified segments and exclusive targeting

solutions.

Description of Data TypesForbes Premium Data is arranged by channel and by section in

correspondence to Forbes.com. Channels include Business, Lifestyle,

Technology, Investing, Thought Leaders, and Entrepreneurs. Each

channel contains a array of more specific sections covering topics as

diverse as Sports & Leisure, Travel, Autos, Personal Finance, Intelligent

Investing, Mobile, CEO Network, and Style & Design.

C ol lection MethodologyUsing carefully verified, behavioral targeted data on the Forbes

Premium Network, advertisers can pick and choose from over 80

unique Channels and Sections to create custom, highly optimized

segments. This first-party data can reach audiences broad or niche.

Use Our Data ForForbes Premium Data works best when segments are mixed and

matched to create custom audiences of business and finance

professionals and affluent consumers.

Forbes: A Buyer’s GuideMobile

International

GB • IN • CA


GfK MRI Data 101GfK MRI’s National Study, the Survey of the American Consumer,

provides a detailed view of the 226 million adult consumers in the

U.S. – their media choices, detailed demographics, consumption of

almost 6,000+ products in 550 categories and 1600+ lifestyle and

psychographic questions and segmentations.

Description of Data TypesGfK MRI attitudinal segments covering a variety of consumer interests

including buying styles, food attitudes, health attitudes, technical

attitudes, cellular/mobile attitudes, vacation/travel attitudes, fashion &

style attitudes, and financial attitudes.

• Buying styles is defined as consumers who are driven by certain factors when purchasing like quality, price, bargains and brand loyalty.

• Food attitudes are defined as consumers’ opinions towards food inside and outside of the home.

• Health attitudes are defined as consumers’ opinions towards medications and vitamins.

• Technology attitudes are defined as consumers’ opinions towards adopting and purchasing technology.

• Cellular/mobiles attitudes are defined as consumers’ opinions towards mobile phone usage and advertising.

• Vacation/travel attitudes are defined as consumers’ opinions towards specifics like airlines, discounts and hotels.

• Fashion & style attitudes are defined as consumers’ opinions towards brands and products.

• Financial attitudes are defined as consumers’ opinions towards banking

C ol lection Methodology• Dispersed area probability sample

• Eliminates cell-phone only and internet sample limitations

• Adults 18+ living in private households

• 25,000+ respondents per year in 48 states

» Only one adult from each household is surveyed

• Personal interview focused on media & demographics

• Leave-behind “product booklet” with questions on: products, brands, lifestyle, psychographics

Use Our Data For• Targeting

• Media planning and buying

• Consumer insights

• Customer acquisition and retention

• Product development

• Marketing mix strategy

GfK MRI: A Buyer’s Guide


Mobile

i360 Data 101The i360 national data clearinghouse supports the campaign and

education activities of the pro-free-market public affairs, political

and corporate communities. i360 maintains a fully integrated and

continually updated database that includes more than 187 million

active voters and 230 million U.S. consumers with hundreds of data

points on every individual.

Through the integration of these data resources, extensive survey

response work and advanced predictive models, i360 brings an

unprecedented wealth of rich, current data on political affiliation,

economic and social issue alignment, and behavioral demographics to

online advertising.

Description of Data TypesThe i360 Online Segments are custom-tailored for the political and

advocacy communities. Segments include:

• Registration & Partisanship – Registered, Unregistered and Newly Registered Voters; Primary Voters; Republican, Democrat, Independent, and Swing Voters

• Propensity or Likelihood to Vote – High, Mid and Low

• Issues – Political and Charitable Donors; Social Conservative and Liberal; Fiscal Conservative and Liberal; Pro 2nd Amendment Voters

• Personal Demographics – Gender; Age; Income and Wealth; Home Ownership; Children in the Home; Marital Status; Investment Voters; Sports and Gambling Interests

C ol lection Methodologyi360 is built on maintaining a rich, constantly updated database of

voter information from states and counties across the country. They

layer in hundreds of demographic and psychographic consumer

data points from leading data providers, census data, precinct level

election returns, and millions of pieces of survey response data. In all,

i360 processes more than 4 billion individual records a year.

Predictive modelers work with industry leading software companies

to build predictive models around partisanship, vote propensity and

issue alignment, answering unknowns where hard data points are not

available. The models are continuously updated based on new inputs

using an ensemble model approach that averages the predictions

produced by a number of techniques including Decision Trees, Neural

Nets, Dmine Regressions and others.

Use Our Data Fori360 data is comprehensive and an accurate offering in the pro-free-

market public affairs, political and corporate communities. It is used

by political and advocacy organizations to target and reach voters

and prospective voters with content and creative that speaks to

their alignment and issue affiliation. Political segments are generally

combined with lifestyle, issue, and demographic segments to serve

meaningful content to responsive audiences.

i360: A Buyer’s GuideMobile


I-Behavior Data 101Founded in 1999, I-Behavior developed the first SKU-level purchase

data cooperative that includes data contributed by 2,500 merchants

representing more than $400 billion in purchases made by 190 million

consumers. I-Behavior aggregates and models this data to create

targeted audience segments that companies can use for marketing

campaigns to help them reach the right consumers across any

channel – online, postal, email, social and mobile.

Description of Data Types• IB Shoppers: SKU-level purchase data based on more than $400

billion in transactions made by 190 million U.S. consumers for goods and services purchased via retail, online, phone, or catalog.

• IB Credit Card Type: Data that segments buyers based on the type of credit card they use for purchases including Visa®, Mastercard®, American Express®, Discover®, Premium Card, Bank Card, or Gas Card.

• AmeriLINK® Demographics: Demographic Data including Age, income, family makeup, home ownership, occupation, etc.

C ol lection MethodologyI-Behavior aggregates and analyzes more than 11 billion SKU-level

purchase transactions received from our more than 2,500 data-

contributing members. These transactions represent consumer

purchases through both online and offline channels.

AmeriLINK Demographic data is extremely reliable based on more

than 30 years of data collection from primary sources, public records,

Census data and consumer surveys.

Use Our Data ForI-Behavior connects brands to the right people. Our data is based

on actual consumer purchase behavior, to bring greater accuracy

and relevancy in targeting your online and offline campaigns to

consumers who are most likely to respond to your offer.

I-Behavior : A Buyer’s GuideMobile

International

Great Britain


IRI Data 101IRI is a leader in delivering powerful market and shopper information,

predictive analytics and the foresight that leads to action on behalf

of more than 95% of Fortune 100 consumer packaged goods (CPG)

and retail companies. We go beyond the data to ignite extraordinary

growth for our clients in the CPG, retail and over-the-counter

healthcare industries by pinpointing what matters and illuminating

how it can impact their businesses across sales and marketing.

Built on IRI’s legacy of research and technological innovation and

developed by highly-experienced data scientists, IRI’s ProScores™

enables CPG and retail marketers to precisely target and directly

communicate with their key consumers and shoppers at home, online

or in-store.

Description of Data TypesIRI ProScores is a precise audience targeting solution that identifies

high, low and medium spend shoppers across CPG categories,

subcategories and brands for every U.S. household. IRI ProScores is

a concise representation of the value of each household for a given

category, subcategory or brand. IRI ProScores takes into account

demographic, behavioral and geographic information to determine

each household’s spend.

IRI’s extensive ROI benchmarking analysis on 500+ digital marketing

campaigns demonstrates that precise targeting along with smart

business rules and strategies yields an average ROI of $1.66.

C ol lection MethodologyIRI ProScores™ drives improved audience targeting across the digital

landscape. This industry leading scoring methodology is built in

a modeling factory leveraging a huge library of IRI variables and

unique data assets. The nucleus of ProScores™ is the IRI Consumer

Network™, a national consumer panel, which is the industry standard

for understanding what shoppers consume across the consumer

packaged goods space. IRI also layers in highly dimensional

demographics (2,000+ variables per household) from Experian to fine

tune our scoring accuracy.

Years of research and a track record of more than 500+ purchase-

based targeting campaigns demonstrates that using our concise

representation of the spend in a CPG category, subcategory or brand

improves targeting effectiveness over disparate, ever-changing

individual data elements.

Use Our Data ForIRI ProScores will help CPG advertisers understand the market,

develop smarter targeting strategies, and increase the productivity of

direct to consumer and digital investments.

IRI ProScores can be used to target shoppers who:

• spend a lot in your category

• spend a lot on competitive brands

• spend a lot in your category at specific retailers

• live in specific markets and are a target for local in-market events

IRI : A Buyer’s GuideMobile


IXI: A Buyer’s Guide


IXI Data 101IXI Services, a division of Equifax, offers digital targeting solutions

that enable marketers to better deliver the right message to the

desired target audience based on visitors’ likely financial capacity

and interests. A leader in delivering marketing solutions based

on anonymous, aggregated wealth and asset data, IXI Services

specializes in consumer segmentation according to a wide array of

financial metrics, including investment behaviors, spending levels,

and other financial characteristics. IXI also offers industry specific-

targeting segments that combine purchase propensity and economic

capacity in auto, insurance, retail, telco, wireless, cable, travel, and

other industry verticals.

Description of Data TypesIXI offers a wide range of targeting options including:

• Demo: Economic Cohorts – Robust “demographic” segments that combine HHI, life-stage, age, spending capacity and similar aggregated credit/affluence data in order to group users into targetable packages

• HHI: Income360 – Estimated income from salary/wages and income derived from investments.

• Auto – segments that identify audiences of automobile preferences based on segmentation profiles as well as auto purchase and finance behaviors from the aggregated data accessible to Equifax

• Travel – segments that identify audiences by their travel preferences and behaviors based on segmentation profiles and aggregated customer data, as well as large-scale surveying that is applied to a statistically significant sample

• Retail – segments that identify audiences by their retail purchase preferences and behaviors based on segmentation profiles and large-scale surveying that is applied to a statistically significant sample

• Video, Voice and Data – segments that identify audiences by their wireless, wireline, cable, satellite and data preferences and behaviors based on segmentation profiles and aggregated customer data, as well as large-scale surveying that is applied to a statistically significant sample.

• Mortgage – segments that identify audiences by their mortgage needs and profile behavior based on information accessible to Equifax and aggregated at the ZIP+4 level.

• Insurance – segments that identify audiences by their insurance needs and profile behavior based on information accessible to Equifax and aggregated at the ZIP+4 level.

• Ability to Pay – Estimated ability to pay their financial obligations in 4 tiers.

• Wealth and Deposits – Estimates of consumers’ household-level total asset wealth and deposit wealth. Built from IXI’s directly measured financial assets database collected from over 95 of the nation’s leading financial institutions.

• Credit Card – segments that identify audiences by their credit card needs and profile behavior based on information accessible to Equifax and aggregated at the ZIP+4 level.

Mobile


• Retail Banking – segments that identify audiences of Retail banking behavior built from IXI’s directly measured financial assets database collected from over 95 of the nation’s leading financial institutions.

• Investments – segments of various investment profiles and behaviors that are built from IXI’s directly measured financial assets database collected from over 95 of the nation’s leading financial institutions

C ol lection MethodologyIXI Services collects anonymous U.S. consumer asset data received

from more than 95 financial services firms on a bi-yearly basis. The

data we gather represent almost half of all U.S. invested assets. In

addition we receive credit data directly from Equifax, FICO and survey

data from top media insight companies monthly.

IXI’s data is collected offline and then brought online through a

complex infrastructure of partnerships and online data enablers

that are able to link IXI data to the BlueKai cookies with the highest

degree of integrity.

Use Our Data ForExample 1: Luxury Auto

High-end luxury auto brands looking for quality auto data, leverage

IXI to provide an audience segment that favors luxury cars (domestic

or European segments) AND the spending capacity to purchase.

Favorable direct response and brand campaign performance is

derived by ensuring auto interest is combined with spending capacity.

Example 2: In-Market for Auto Lease

Derived from Equifax credit files, auto firms looking to reach

consumers with a lease set to expire with the next 6 months tap IXI’s

“In-Market for Auto Lease” segment. A truly unique product set that

should be added to auto intent campaigns.

Example 3: Auto Insurance

Insurance carriers who would like to improve application to new

policy ratios and/or customer profitability often lean on IXI’s

“Aggregated FICO” tiers (HH credit files are aggregated into national

tiers to avoid PII, while still providing an accurate credit picture).

A popular example is suppressing >700+ credit scores in order to

improve lead funnel quality.

Example 4: Luxury Travelers

High-end travel brands looking to reach the right audience leverage

IXI to provide an audience segment that favors luxury travelers AND

the spending capacity to purchase. Favorable direct response and

brand campaign performance is derived by ensuring travel interest is

combined with spending capacity.

Example 5: Family Wireless Plan Subscribers

Wireless brands who wish to target an audience likely to be interested

in a family wireless plan utilize IXI’s data to reach users with the

correct demographic composition, spending capacity and propensity.

Truly captures the 360 view of the likely consumer.

C ontinued...TM


Lotame Data 101Lotame’s 3rd party SMART Data comes from our extensive network

of publisher partners. The data consists of self-declared and

demonstrated behavioral data from unique publisher partners,

yielding accurate and scalable Demographic, Behavioral Interest, and

Social influencer audience segments. Lotame Smart Data bundles

100% declared and demonstrated - NOT panel-based - data into

over 180 audience segments across all major verticals (Auto, Travel,

Finance, Retail, CPG).

Description of Data Types• Demographic Data – 100% Self-declared by a user on an online

profile or registration that is matched with offline sources to validate the demographic information provided.

• Behavioral Interest Data – This data is either self-declared or demonstrated by a user based on their behavior on a site. Examples include, dating or social profiles where a user declares certain interests. More often, it’s the behaviors the user demonstrates online that shows their interest in a particular topic. Namely, what the user clicked on, searched for, read, watched, blogged about, posted a comment about, rated, and any other action a user could complete on a page.

• Social Influencer Action Data – Lotame’s core niche offering, particularly for brand-focused advertisers. These are users that frequently complete social actions that others online can see, such as rating content, creating groups, posting messages, or commenting on content. These “socialites” facilitate the movement of content to others on the web and are crucial to reach for brand awareness, purchase intent, likelihood to recommend, and more.

C ol lection MethodologyLotame’s data is primarily collected from our extensive group

of publisher partners. Partners place our proprietary Behavioral

Collection Pixels (BCP’s) on every page of their site, allowing us to

collect individual demographic, declared interest, action, search,

purchase intent, and other data points. Our BCPs enable us to collect

more than 2 billion data points each day while organizing them into

900 audience categories of human behaviors, refreshing nearly every

second as each behavior is updated with each page view.

We have data from user’s online and offline registrations, online and

offline surveys, and demonstrated behaviors (where we will collect a

data point on “Sports” if a user posts a comment on a Sports Forum,

uploads a photo about Sports, reads an article about Sports, etc.)

Use Our Data For180 prepackaged Audience segments are designed to extensively

cover most of the major verticals. Please refer to your Audience List

for our full coverage, but the strongest verticals include:

• CPG

• Automotive

• Travel

• Finance

• Gamers (online and offline)

The Ideal use-case is for top-of-the-funnel, brand advertisers looking

to reach large audiences and generate awareness, intent, likelihood to

recommend/purchase, and view. Lotame’s data has also worked well

in performance-based campaigns in the major verticals above.

• Advocacy

• Entertainment (Movies, TV)

• Fashion

• Green Living

• Technology

Lotame: A Buyer’s GuideMobile

International

GB • FR • ES • DE • IN • AU • C

A • M

X


MasterCard Data 101MasterCard Audiences offer advertisers the ability to reach audience

segments based on the spend behavior of consumers. The defined

behaviors include High Spend, Likely to Spend, Frequency of Spend,

and Recency of Spend across a wide range of industry sectors.

Additionally, we offer seasonal, holiday, and custom audiences.

Description of Data TypesMasterCard has created multiple “audiences” that represent a wide

range of consumer purchasing behaviors across a number of industry

sectors. Consumer purchase behaviors leveraged may include dollar

amounts, number of transactions, frequency of purchase, recency

of purchase, location of purchase, day/time of purchase, merchant

category, channel of purchase, etc.

C ol lection MethodologyMasterCard analyzes the spending patterns across billions of

anonymous transactions to segment like-spending patterns into

anonymous groups called micro segments.

• When they create an Audience they identify micro segments that have the desired set of spend behaviors. The micro segments that have the desired set of spend behaviors are grouped into Audiences.

• The underlying source of the data is aggregated and anonymized transaction data. MasterCard’s analytics are applied to the anonymized transaction data at an aggregated micro segment level to create the Audiences

After the Audiences are created, they leverage third parties to

associate our Audiences with their online populations through the use

of proprietary matching leveraging the micro segments.

Use Our Data ForAudiences are built from verifiable, anonymized credit card

transaction data. When you need to reach the right audiences

without inferred modeling, MasterCard Audiences are the “best in

class” choice. They excel in retail, restaurant, entertainment, travel

and auto categories. Additionally, custom audience development

gives unmatched flexibility in using consumer purchase behavior for

audience development based on your specific needs.

MasterCard: A Buyer’s GuideMobile


Media Source Solutions Data 101Media Source Solutions is known in the industry for its offline data

that has the ability to hone in on many aspects of a consumer’s

behavior, lifestyle, and demographic across a wide variety of verticals.

They have taken this powerful database and brought it online to

create data solutions using more than 600 audience segments. This

allows advertisers a scalable approach to achieve brand awareness

and conversion. Their relationship with data providers allows access

to data that is not readily available in the marketplace. Quick

snapshots of some of their extensive categories include Automotive,

Travel, Underbanked, Retail, Environment and Home Improvement.

Description of Data TypesMedia Source Solutions’ online audience data has an extensive reach with demographical, behavioral, lifestyle and attributes not included in many databases. Their expertise lies in understanding how data sets work together to best utilize them to increase your ROI.

Audience Segments include:

• Automotive

• Education/Student

• Baby-Boomers

• Home Improvement/DIY

• Cruise/Travel

• Food & Wine

• Finance

• Underbanked

C ol lection MethodologyMedia Source Solutions collects offline data from a variety of different

unique sources using several large consumer databases built from

“self declared” information, transactional, retail and other direct

response methods. They also receive daily updates that provide

postal, email, phone information along with many different attributes

including demographic, lifestyle and behavioral data. Much of this

segmentation is exclusive to them, and they work hard to confirm

the accuracy of their raw data. Data is pinged real-time against

our consumer databases using a proprietary algorithm to ensure

accuracy. This is another reason why their data is known to

provide a lift in performance.

Use Our Data ForMedia Source Solutions has brought online millions of offline records

that can be used effectively to meet unique campaign goals in every

vertical. To paraphrase Buzz Lightyear’s catch phrase, their data can

be used to ‘infinity and beyond’! Well maybe their reach isn’t quite

that broad but it is ideal for large scale campaigns, targeting life

stages and combining segments to create specialized blends of data

that will be the perfect fit for any customized campaign.

Media Source Solutions: A Buyer’s Guide

• Cooking/Food

• Health & Exercise

• Parenting

• Pet Owners

• RV Enthusiasts

• Self-Improvement

• Sports

Mobile


Precision Market Insights Data 101Precision Market Insights leverages the power of Verizon Wireless,

the nation’s largest and most reliable network, to provide addressable

cross-device advertising solutions.

The PrecisionID is a deterministic identifier matched to devices on the

Verizon Wireless network. Privacy safe and accurate, the PrecisionID

powers more impactful, data-driven marketing at scale, driving better

ROI for advertiser’s campaigns.

Description of Data TypesWith the PrecisionID, Bluekai clients can optimize their 1st and

3rd party data selections through the Bluekai platform.

Online to Mobile Retargeting – Advertisers can use the

PrecisionID to retarget audiences in mobile.

Advertisers can map demographic, geographic and interest based

segments using 3rd party data to the PrecisionID for accurate mobile

and cross-device targeting.

Precise List Matching – Advertisers’ who use list matching with

Bluekai can match prospects to the PrecisionID in a secure and

privacy-safe manner for delivery of precisely targeted mobile

advertising messages and offers.

C ol lection MethodologyThe PrecisionID is a privacy-safe, deterministic identifier matched to

devices on the Verizon Wireless network that unlocks data-driven

marketing assets to power demographic, interest, and geographic

based targeting, bridge offline client data to reach audiences on

mobile and enable online to mobile retargeting.

When a consumer visits a webpage or uses an application on a

Verizon connected smartphone or tablet, the device sends a request

through the trusted Verizon network. In the request a unique

identifier, the PrecisionID, is transmitted. The PrecisionID is the key to

unlocking data with precision; without sharing the identity of the user.

Ultimately, this enables our partners to effectively serve ads and

retarget relevant mobile advertising in a privacy safe way.

Use Our Data ForClients can unlock the power of Precision to reach precise audiences

across devices, mobile operating systems and applications. Through

Precision’s mobile retargeting capabilities, clients can segment and

deliver customized content in any type of mobile display campaign

including banners, in-app advertising and video.

Precision Market Insights unlocks addressable ad solutions and data-

driven marketing to help you achieve your unique advertising goals.

With scale, transparency and ‘privacy by design,’ Precision Market

Insights delivers results.

Precision Market Insights provides the following benefit for brand

advertisers:

• Driving higher engagement with your target audience

• Extending your campaign’s reach

• Achieving ROI goals

Precision Market Insights provides the following benefit for direct

response advertisers:

• Driving lower funnel conversions

• Achieving ROI goals

Precision Market Insights : A Buyer’s Guide


Profound Networks Data 101Profound Networks engages in Internet scale monitoring and analysis

of publically available corporate networks and creates actionable data

assets for competitive advantage in the telecom and IT verticals.

Description of Data Types• Network Growth: Target Companies growing

their online network at specific rates.

• Device Count: Segment companies by # of devices on their public network.

• eCommerce: Target companies using specific eCommerce platforms.

• Web Analytics and Tracking: Target companies leveraging specific Website and Tracking platforms.

• Advertising: Target companies monetizing traffic with specific Advertising platforms.

• Social Networks: Target companies that have built a presence on Social Networks.

• Hosting Provider: Target companies by their website hosting provider.

• Cloud Provider: Target companies by their Cloud Provider.

• Content Management System: Reach companies by specific CMS platform.

• Email Provider: Target companies by their email provider and server being utilized.

• SSL Vendor: Segment companies by their SSL provider.

• SIC Code: Select Industry Vertical by SIC Code.

• Annual Revenues: Target Companies by their Annual Revenues.

• Other Verticals can be provided upon request.

C ol lection MethodologyProfound Networks developed a platform to compile and analyze

in excess of 3 billion routable IP addresses and their corresponding

DNS and networks attributes on a quarterly basis. In addition to

comprehensive IP mapping, analysis of 200 million Domains is also

conducted each quarter.

Use Our Data ForThere has been a tidal wave shift of technology assets into the online

space. Leveraging this empirical technology infrastructure data in the

digital arena is available now for the first time.

With this being said, Profound Networks’ data is best leveraged

when it comes to targeting the ‘digital footprint’ side of the business.

Strategies include targeting businesses by network size, network

growth, server architecture, eCommerce platform, analytics…and

more. Profound’s data also identifies service providers, hardware and

software installs and the various vendors, which opens the door for

unprecedented competitive targeting for companies in the Telecom

and IT space.

Profound Networks: A Buyer’s GuideMobile


Relevate Data 101Relevate is a builder of insightful data for brands with a focus on

accuracy, time to market and value to the consumer. BlueKai partners

with Relevate with 2 of its most successful products, Exact Auto and

Relevate New Movers. Relevate’s unique content addresses multiple

segments from Retail and CPG to Automotive, Insurance, Financial

Services, Telcom, Travel and Healthcare.

Description of Data TypesNew Movers can be categorized by age, household income, home value, and lifestyle attributes from gardening to cooking, as well as purchase behavior.

Exact Auto has conventional category and brand data, as well as unique categories based on lifestyle, such as: “moms and kids - mini-vans”, “wealth or wealth wannabes - luxury brands”, and “outdoors and heavy load – trucks”. Data by make and model, age, income, purchase year and decision dates based on purchase year are also available.

C ol lection MethodologyRelevate’s New Mover data is built from the ground up, and is based

on deed filings and mortgage filings, wrapped with new connect

and installation information. This data is then corroborated against

multiple consumer data sets to ensure the users are indeed new

movers, versus persons that are just making installations. This data is

built weekly and often pre-dates other move changes including USPS.

Exact Auto data comes from dealers, service centers, and co-

registration data and is NOT modeled. All data is cleaned and

updated with daily dealer lot information, for example a dealerships

inventory used as a trigger to cross-reference VIN numbers to define

what is in a person’s driveway.

Use Our Data ForNew Movers have a high propensity to spend on new cars, insurance,

home security, home lawn care, new technology: computers, home

entertainment, insurance, banking, pharmacies, telcom, cable, and

more. Shopper frequency opportunities from grocery to drug stores

are all increased in the first 6 months.

Exact Auto data: make, model, year for insurance, warranty, and

more, can successfully be used to market competitive brands and

categories, seasonal specials, aftermarket, gas/fuel offers, aftermarket

accessories, and car maintenance items.

Relevate: A Buyer’s GuideMobile


Targeted V ictory Data 101Targeted Victory (TV) is a leader in online advertising, email

marketing, and integrated data management for political candidates

and causes. Along with our technology services, we provide strategic

digital campaign management and comprehensive web design and

development services.

We provide all of our clients with a custom strategy to best achieve

their organization’s goals, incorporating a combination of our core

services and others that fit your needs.

Description of Data TypesGet Out the Vote + Persuasion Model:

• Individuals who are off-year general election voters with GOP partisan affiliations (i.e. primary voters)

Get Out the Vote Model: » Individuals who are off-year general election voters with GOP

partisan affiliations (i.e. primary voters)

Persuasion Model: » Individuals who are off-year general election voters with no or

mixed partisan affiliations

Absentee Ballot/Early Voters:

• Voters who previously did Absentee Ballot/Early Vote and/or voters with profiles similar to previous AB/EV voters (i.e. age ranges, gender, income, general election votes, and geography)

» General Election

» Primary Election

Political Donor Model:

• A model run on algorithms to predict new donors based on previous contribution history to political campaigns and causes

C ol lection MethodologyData is collected from the voter file, national presidential campaigns,

and consumer spheres. We then model this data on algorithms to

offer depth and detail to inform decision-making in politics for select

clients.

Use Our Data ForTargeted Victory’s data: used for political purposes only; only for use

by select (approved) clients.

Targeted Victory : A Buyer’s Guide

TransUnion: A Buyer’s Guide


TransUnion Data 101TransUnion combines data, advanced analytics and industry-focused

experience to help institutions make more informed decisions at every

stage of the consumer lifecycle. Through this powerful combination of

information and insight, institutions can improve marketing, manage

risk and strengthen relationships with existing customers. In the small

business space, TransUnion has expanded its solutions to digital

marketing including the ability to identify, segment and market to

small business contacts online.

Description of Data TypesTransUnion can help institutions identify individuals online by

appending small business owner characteristics to their Internet

profiles (cookies). Several small business segment values are available

including:

• Geography – Attribute segments represented by small business owners in specific states.

• Industry Verticals – Attribute segments represented by industry verticals for specific small business marketing campaigns. Examples include:

» Business/Professional Services

» Healthcare

» Personal Services

» SOHO

• Sales Revenue – Examples include:

» $0 - $250,000

» $500,001 - $1,000,000

» $3,000,001 - $10,000,000

• Total # of Employees – Examples include:

» < 2

» 5 - 9

» 50 - 100

• Title – Examples include:

» Owner

» Executive

» Professional / Medical

• Year Company Established – Examples include:

» < 2 years

» 2 through 5 years

» 5 through 10 years

C ol lection MethodologyTransUnion small business solutions combine proprietary core data

assets and external small business data via innovative matching logic.

The small business data include more than 27 million small businesses

sourced from over 70 databases, which are all validated to ensure

accuracy and freshness of the data.

Use Our Data ForThe TransUnion Small Business Digital Marketing Solution can help

institutions refine their digital footprint with Internet cookie-based

small business advertising:

• Improve small business acquisitions through relevant, timely offers in the digital marketplace

• Define specific small business targets with deeper granularity and reach

• Target small business candidates for tailored invitation-to-apply (ITA) offers

• Cross-sell services to expand small business relationships

Mobile

TruSignal Data 101TruSignal gives you a more precise way to target consumers who look

like your existing best customers at scale. A custom and syndicated

solutions extend across 1:1 digital marketing channels and advertising

platforms – including display and pre-roll video. Based on patented

data mining and predictive analytics technology, a TruSignal audience

combines data from 40 different sources of verified, offline profile

data. Their data helps brand advertisers, direct marketers and their

agencies “cut through the noise” of online audience targeting data

and deliver highly precise and highly scalable prospecting and

branding campaigns.

Description of Data TypesAuto Insurance – Prospects who have similar profile characteristics

of consumers who applied for and purchased auto insurance

through online channels. Applicable to insurance carriers, brokers or

aggregators offering auto insurance products.

Term Life Insurance – Prospects who have similar profile

characteristics of consumers who applied for and purchased term life

insurance through online channels. Applicable to insurance carriers,

brokers and aggregators offering term life products.

Higher Education – Prospects who have similar profile characteristics

of consumers who applied for and enrolled in national higher

education programs.

Mortgage Refinance – Prospects who have similar profile

characteristics of consumers who applied for and refinanced their

mortgage through online channels. Gives higher weighting to larger

loan values, but still within normal Fannie Mae guidelines.

Estimated Household Income – An estimate of household income,

based upon many profile data factors, including demographics,

geography, past purchase behavior, public records, financial

information, and census information.

Underbanked Consumers – Prospects who have similar profile

characteristics of consumers who maintain nontraditional banking

relationships. Applicable to money transfer services, short term loans,

and prepaid debit products.

Political Affiliation – Prospects who have similar profile

characteristics of consumers who are known Democrats, Republicans

or Independents.

Political Donors – Prospects who have similar profile characteristics

of consumers who previously donated money to either the

Republican or Democratic parties.

Estimated Financial Health – An anonymous estimate of consumers’

ability to satisfy their existing financial obligations. These segments

were designed for targeting campaigns where financial quality is

an important consideration, such as with mortgages, credit cards,

insurance, investment services, telecommunications services and auto

loans or purchases.

TruSignal: A Buyer’s GuideMobile

International

Canada


C ol lection MethodologyTruSignal aggregates a wide variety of offline consumer profile data

from over 40 third party data sources including: financial databases,

property records, census, demographics, past purchases, household

databases, hobbies, and interests. These data sets are the “raw

materials” used to define each TruAudience formula.

In an offline process, TruSignal compares samples of target customer

data against thousands of third party data attributes using proven

regression modeling techniques. The process discovers over 100

unique predictive factors that define a high value “lookalike”

consumer, giving you all of the power and precision of many datasets

distilled into a single, custom audience.

Use Our Data ForTruAudience segments work well for upper funnel prospecting and

branding campaigns, where the objective is reaching the “right”

consumers earlier in the consideration cycle. We specialize in

targeting your most desirable new prospects by combining many

different kinds of consumer profile data. TruSignal does not use any

in-market or intender data, which is most appropriate for bottom

funnel conversion campaigns.

TruSignal can even build custom audiences for specific campaigns,

based on a historical record sample. The custom development

process ensures that we are using all of the right data to profile

the audience and it allows us to on-board unique datasets that are

specific to a given campaign objective. Historical performance data

can be extracted from CRM platforms, campaign landing page pixels

or from within an existing DMP.

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Brief Description of DataV12 Group turns offline consumers into targetable audiences by

mapping offline demographic, lifestyle, and purchase data into

privacy compliant online audience segments, reaching the most

relevant online audience for any consumer-focused campaign.

Blending accurate and up-to-date offline data with their wide reach to

over 80-100M US consumers has increased ROAS for both brand and

direct response campaigns alike.

Description of Data TypesV12 Group offers over 330+ audience segments to target across nine

categories including: Automotive, Buyers, Entertainment, Finance,

Sports & Fitness, Lifestyle & Pursuits, Travel, Demographics, and a

proprietary set of personality data called PYCO.

• Unique & Custom Audiences – Target any one of V12 Group’s 330+ segments or combine several segments to create a custom segment to best fit your targeting needs. V12 Group also offers hard-to-find audience data, including heritage, voter information, and political party affiliation to name a few.

• Automotive Data – Target Auto consumers by Make, Model, Class, Budget, Purchase Type, In-Market Predictor, and After-Market Repair Profile.

• PYCO – Based on the Carl Jung Psychological Types, PYCO has developed a proprietary algorithm that utilizes a consumer’s name, mailing address and 320 different data points to accurately assign a personality type to 85% of US adult consumers.

Together, PYCO and V12 Group provide psychological, digital,

demographic, and geographic attributes combined into 16 unique

personality segments to illustrate a vivid 360-degree view of

individual consumers, beyond just demographics. PYCO Data is

used to: Creative Ad Optimization, different messaging for different

personality types, and more.

C ol lection MethodologyV12 Group’s multi-channel consumer file is one of the largest

consumer databases in the direct marketing industry. The database is

an aggregated file built from more than 40 compiled and proprietary

data sources which combines postal, email, phone and mobile data,

as well as hundreds of selectors to improve targeting including:

demographic, geographic, lifestyle, interests, and behavioral data.

• 208 million consumer records

• 110 million US households

• 72 million ePostal records and 86 million eZip

• 81 million email records

• 112 million phone records

• Over 260 specific data fields that can be used for targeting

• 1,000 census variables (ZIP & CRRT level)

• Regular updates for optimal delivery

• Multi-source file of response & compiled data

Use Our Data ForAdvertisers have seen strong performance leveraging V12 Group’s

online audience segments across a variety of categories, including:

• Travel

• Finance

• Auto

• CPG

• Software

• Gaming

• Home Décor

• Entertainment

• Niche Lifestyle Audiences

V12 GROUP: A Buyer’s GuideMobile

®

Mobile


Brief Description of DataWebbula provides accurate offline consumer data across multiple

platforms and databases including auto, social media, political, and

business-to-consumer. After compiling information from a multitude

of sources, it is verified and authenticated via a hygiene process. The

confluence of the data cleansing process makes it easier to identify

inconsistencies, and provide a higher quality product to clients.

Webbula caters to organizations from Fortune 500 companies to

small businesses, and all achieve results.

Webbula enhances precision when targeting specific market

audiences. This is accomplished by ascertaining consumer profiles

that not only focus through basic lenses such as zip code, age, and

gender but also delves into consumer habits as well as proprietary

and monetary characteristics.

Description of Data TypesWebbula utilizes its vast data segments to help explain past consumer

trends and envision alternative future options for clientele by

identifying the proper target audience. Data categories include 400+

fields of interest, including but not limited to the following purchasing

areas:

• Automobile/Motorcycle

• Entertainment

• Financial Services

• Investment

• Property

• Socially Connected

• Sports

• Travel

As a further guide and tool, data is cross-referenced with

demographic information as well as the consumer’s likelihood to

spend. These categories include but are not limited to:

• Earnings

• Education

• Gender

• Fiscally Responsible

• Location/Address

• Recent Movers

• Household Demographics

Webbula: A Buyer’s Guide

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< 93 >< 92 >

C ol lection MethodologyWebbula’s consumer intelligence is collected from a vast variety of

trusted sources comprising of the following:

• Historical retail purchases

• Offline public/census data

• Online publisher partners

• Self-reported information

• Survey data from top social media companies

• Top data providers

After making sure the information is completely reliable through

analytics, pattern recognition and heuristics, our verified and cutting-

edge algorithms help to create ideal segments that can be modified

and tailored to the customers’ exact needs and desires.

The end product will allow a complete consumer overview,

providing essential intelligence and information for reaching out to

specific clientele and seeing significant improvements in return-on-

investment. Webbula’s strategic alliances allow the offline data, which

is highly concentrated around email, to sync at a high level with our

singularly focused on-boarding partner.

Use Our Data ForWebbula not only provides data for purchase but can enhance

a current client list by providing demographic, purchasing and

behavioral data overlays. Data can be purchased in isolation or

appended to your own customer lists. Additionally, information on

cell phones, email addresses, auto, financials and life stages are

all available for enhancing your own customer lists or for outright

purchase. The combination of our data segments and filters, to profile

targeted consumers, allow for optimal results in advertisements and

marketing campaigns. Also, the data can be directly implemented for

direct mail, email, social targeting and other online channels.

• Auto: Cross reference data lists to discover information on targeted individuals or households that have a need for a new vehicle, individuals financially capable of purchasing a new vehicle and consumer habits/trends for vehicle purchase history.

• Demographics: Ability to determine the occupation of a consumer, how many children are present in the household, if the consumer is single or married, individuals who recently changed locations, and much more.

• Finance: Information can provide useful figures on an individual’s financial standing, career, total income, credit cards utilized, charitable donations and net worth.

• Other Retail Campaigns: Find millions of prospects’ shopping trends, who they buy for, what brands they use, and reach out to competitor customers.

Bluekai Little Blue Book

Marketing

Transcript of Bluekai Little Blue Book