bluekai-little-blue-book

August2014LittleBlue BookA Buyer’s Guide

Let us help compile high performing and customized segments to activateyour media buys – we make life easier and help you drive performance!Welcome toBlueKai’s DataP lanning DeskThe BlueKai Data Planning Desk is available around the globe.The Desk is able to service all incoming RFPs from our valuedclients – with turnaround times of under 48 hours. Together, we’llwork to identify the data that best activates you or your clients’goals. For all upcoming media campaigns, remember to incorporateBlueKai’s industry-leading data.• Send us your RFPs and we’ll respond quickly with a proposedaudience plan• Share any media plan & we’ll assist in estimating impression totals• Place our pixel on any page to analyze incoming traffic & discoverthe precise aggregate profile of any site visitors, then use thesefindings to target additional similar targets.Enhance Your RFP Responses withAudience Targeting DataSend all inquiries tohotline@bluekai.com to get ahead-start on the competition today!< 4 >< 5 >

Acxiom: A Buyer’s GuideMobileAcxiom Data 101Acxiom is an enterprise data, analytics and software as a servicecompany that uniquely fuses trust, experience and scale to fueldata-driven results. For over 40 years, Acxiom has been an innovatorin harnessing the most important sources and uses of data tostrengthen connections between people, businesses and theirpartners. Acxiom’s InfoBase ® data products include a collection ofhigh-quality compiled consumer data products that draw informationfrom the single largest and most comprehensive data repository ofU.S. consumer data in the nation. The leading consumer data-appendproduct, InfoBase ® Consumer Enhancement supplies consumerdescriptive data to clients for use in analytic, segmentation andtargeting applications across all channels including offline, online,mobile and television.Description of Data TypeIndividual Demographics• Occupation• Education• GenderHousehold Demographics• Marital status• Presence of children• Head-of-household infoFinancial• Income• Net worth• InvestorsReal Property Data• Home type• Home value• Length of residenceAge• Age• Date of birth for individualand household membersBuying Activity• Categorized purchase historyinformationInterest• Interests of members of thehouseholdVehicle• Make• Model• Year data• Brand propensityTechnology• Types of devices• Technology adoption modelBehavior• Charities• Media channel preference• Green livingC ollection MethodologyLife Event• New parents• New movers• Empty nestersTravel• Destinations• Cruise• Casino propensityPersonicx• Household-levelsegmentation productAcxiom collects publicly available information, surveys andinformation from other information providers. Our data productsare used by companies, political organizations and non-profitorganizations in their marketing, fundraising and customer serviceprograms, both offline and online. Our data includes proprietarymodels and segmentation data based on the sources we collect.Use Our Data ForAudience selection and targeting, segmentation, content and offercustomization, analytics and reporting. Our technology enablesanonymous targeting, providing a single view of the consumer acrossdevices.< 6 >< 7 >

Neustar: A Buyer’s GuideMobileNeustar Data 101AdAdvisor, a Neustar service, is a suite of data-driven audiencetargeting solutions that start with verified, scalable offline data toprovide portable, cross-platform online targeting. AdAdvisor enablesprecise targeting by unlocking thousands of behaviors, attributesand lifestyles in addition to zip code, age, and gender and linkingthem to an AdAdvisor Element. Using AdAdvisor data, you cantarget prospects most predisposed to a brand, product or service.AdAdvisor’s data comes from reliable offline data about nearly everyUS household, based on hundreds of proprietary sources. AdAdvisordoes 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 withinthe BlueKai marketplace, and to over 13,000 audience attributesfor client-customized targeting. Each attribute allows you to targeta portion of the US population that indexes highly for a particularbehavior, characteristic, opinion, or brand preference. For instance,“Automotive – Vehicle Make – Chrysler” identifies households that aremost likely to own a Chrysler.C ollection MethodologyAdAdvisor data is collected by verifying a user’s real, offlinehousehold identity. We then associate that verified identify againstNeustar’s ElementOne segmentation model. We receive over 2billion records per month from authoritative offline sources. Theseoffline sources include market research data, retail purchasebehaviors, demographic providers, and national panel data. Througha proprietary verification process, this information is aggregated andstandardized within our ElementOne ® Analytics Platform. The resultis a highly accurate segmentation that reveals this user’s consumerbehaviors, propensities, and demographics.Use Our Data ForTop 5 use cases for AdAdvisor data:1. Brand and Product-level Propensity Data – e.g. AmericanExpress cardholders, Xbox users, Dove soap buyers2. Competitive Conquesting – e.g. help Delta reach United Airlinesfrequent flier program members3. Brand Awareness – identify target consumers before they arein-market4. Large-scale campaigns – reliably reach tens of millions of uniqueswho fit your campaign goals5. Life Stages – households with young children, consumers who dolots 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 whichare generally purchased offline.< 8 >< 9 >

AddThis: A Buyer’s GuideAddThis Data 101AddThis creates 700+ audience segments from proprietary,first-party data on 1.3B uniques across 14M domains, as well ascustom audience models based on advertiser pixel and conversiondata. Segments and models go beyond retargeting to find andunderstand brand prospects based on intent, behavioral and socialconnections in real time. AddThis is a global data company with 1.1Bmonthly uniques from international countries (Over 250M monthly USuniques).Description of Data TypesAddThis has intent-based segments, interest segments and includessocial data segments. These high performance segments havegreat reach and scale in the industry. AddThis pinpoints in-marketprospects that are the most likely to convert and are optimized andscaled using social and behavioral data. AddThis also models all thesearch, social and metadata with a full data science team. All datatypes are available to target international audiences in almost allcountries.C ollection MethodologyAddThis uses first-party, proprietary data from its social infrastructureplatform, which is served on more than 14M sites more than 24Btimes a month. The data is collected anonymously and used to modelaudiences by layering social, site, and search graphs using multi-graphtechnology. The international data is collected both in English as wellas native language and localized translation.Use Our Data ForWith the largest social data footprint on the Internet - AddThis hasthe most robust social and sharing data in the marketplace for brandsand influence. AddThis audiences are best used for by advertiserslooking to attract new prospects and visitors to their sites. AddThisaudiences allow for levels of precision similar to retargeting becausethey are modeled off of current users, but with additional – and stillefficient – 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 orinternational campaigns.< 10 >< 11 >

Alliant: A Buyer’s Guide®MobileAlliant Data 101Alliant creates predictive segmentation solutions for multi-channelmarketers. The company’s core assets include one of the industry’slargest sources of transactional data, sophisticated analytics, and adeep understanding of marketing strategy. Alliant Online Audiencesdelivers a powerful segmentation platform for online displayadvertisers seeking brand reach and conversion performance.Description of Data TypesAlliant Online Audiences include consumer purchasing historiesand powerful purchasing measures, allowing marketers to identifylarge audiences with targeted interest and loyalty profiles. All datais sourced offline from direct-to-consumer marketers who usepromotional offers to sell merchandise, subscriptions, continuityproducts 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< 14 >Transaction and Demographic Profiles:• Financially in Charge• Emerging Consumers• Multibuyer Behaviors• Recency• New Movers• Gender• ProfitSelect response scoreC ollection MethodologyAlliant’s data-driven solutions are powered by proprietary cooperativedatabases. 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 customerdata on more than 140 million consumers, updated monthly byleading marketing brands. The purchase affinities and marketingbehaviors are not inferred or modeled. They are based on directtransactions. A proprietary payment score is available for qualifyingprospects for higher LTV or to be used as a wealth indicator.Use Our Data ForAlliant Online Audiences allow marketers to target segments usingany combination of purchase history, marketing behavior andmonetary measures. It is a unique, fresh data set that combines directmarketing science with digital velocity.Brand Advertisers can combine the AOA segments to targetaudiences by interest, demographic and likely pricepoints to craftresponsive segments that precisely meet campaign goals.Conversion Marketers can access AOA’s affinity information andpowerful direct response performance metrics to build response andgenerate conversions with highly targeted offers and price points.< 15 >

AnalyticsIQ: A Buyer’s GuideAnalyticsIQ Data 101AnalyticsIQ is a marketing analytics firm based in Atlanta, GA. Usinga combination of the vast amount of consumer data we’ve acquiredand sophisticated analytical techniques, AIQ has develop dozens ofhighly accurate data products which have been embraced by majorbrands and marketers. These data products have been repeatedlyand successfully benchmarked by our partners and clients over theyears. They continue to be the most accurate and provide the bestcoverage.Description of Data TypesAIQ offers a wide variety of relevant data. Here’s an overview of each:Affluence• Income• Spendex - Discretionarily Spend Predictor with breakoutcategories»»Donations»»Travel»»Personal care (health & beauty)»»Entertainment• WealthIQ - Net worth predictor• Investable Assets - Predicts amount of investible assets»»Savings»»Checking»»Stocks• Home Market ValueTravel PropensityPredicts the likelihood of a household traveling in the near future.Breakout categories include: domestic, international and cruise.< 16 >»»Home Improvements»»Dining Out»»Apparel»»Bonds»»Insurance»»AnnuitiesAutomotive PropensityTwo scores:1. Likelihood to own a specific make (Ford, Lexus, Audi etc.).2. In the market for a new vehicle predictor.DemographicAge, marital status, presence of childrenPurchase/LifestyleSocial-IQ-social media activity, gardening, reading, exercise,technology and electronicsC ollection MethodologyIn developing our tools, we use a combination of our own data assets(1,000+ data attributes from over 100 sources) and our sophisticatedanalytical techniques. For example, the automotive scores aredeveloped using actual consumer auto purchase behavior to buildmodels that will segment consumers into distinct In the Market andMake 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 thebreakouts (ie “Personal Care” for health & beauty, “Donations” fornon-profit, “Entertainment” for telco and electronics, “Travel/Cruisefor cruise marketers).The automotive data is directly applicable for the automotiveindustry, but we’ve also found the data very predictive for nonautomotiveoffers. The type of vehicle a consumer drives is reflectiveof their lifestyle and overall buying behaviors.< 17 >

Arcametrics: A Buyer’s GuideMobileArcametrics Data 101Arcametrics enables advertisers to improve campaign performanceby targeting highly optimized audiences. They provide customlook-alike and branded category audiences to online advertisers,advertising agencies, and lead-gen companies. Arcametrics’proprietary technology and analytic approaches enables them toprovide custom look-alike audiences that are fast, easy and affordableto implement. By accessing and activating a broader, richer set ofdata and leveraging a powerful analytic and neural net modelingplatform, they identify large predictive audiences to enable onlinecampaigns to be better targeted and more relevant.Description of Data TypesArcametrics provides category look-alike audiences for dozens ofshopping categories based on thousands of individual transactionaland consumer demographic attributes. They provide two tiers ofcategory look-alike audiences, enabling marketers to choose whetherto focus on those whose behavioral patterns most closely matchcategory buyers, or to market to an expanded audience of buyerswho have similar behavioral patterns as category buyers.• Tier 1—Audience whose behavioral patterns closely matchcategory buyers• Tier 2—Audience whose behavioral patterns are similar tocategory buyers• Note that Tier 1 and Tier 2 audiences are mutually exclusiveC ollection MethodologyResearch shows that the best customers in a category exhibit complexpatterns 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 thebehavior patterns that best identify category buyers.Category level look-alike audiences are based on how consumersactually spend and behave. They use a proprietary neural net analyticmodeling platform to identify which attributes are most important,which are redundant, and which offer little predictive value. Theyidentify the patterns and data interactions that best identify online usersthat mirror existing category buyers.< 18 >< 19 >

C ontinued...Use Our Data ForArcametrics Category Look-alike Audiences help advertisers growconversions and increase ROI by providing more predictive audiencesof recent category buyers and those whose behavior patterns closelymatch 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< 20 >< 21 >

GB • FR • DE • IN • AU • CA • MXBizo: A Buyer’s GuideInternationalMobileBizo Data 101Bizo is how B2B marketers identify and reach their target audiencesonline. Bizo’s Marketing Platform is powered by targetable businessdemographic data on over 120 million business professionals from anetwork 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 businesspopulation, giving marketers cost-effective access to the mostvaluable online audience segment – business professionals.Demographic data is broken up into five targetable demographicareas called ‘bizographics’. The five segments are Company Size,Industry, Functional Area, Seniority and Professional Group.Use Our Data ForBoth B2B and B2C brand marketers or lead gen wizards that arelooking to engage the highly educated, high net-worth consumeraudiences that business professionals represent, Bizo can growbrand awareness and drive qualified leads. The Direct MarketingAssociation (DMA) had the goal of attracting more marketers toits annual conference. Bizo’s display campaign precisely targetedMarketing Professionals and Executives/CSuite across the U.S. TheBizo campaign supported or directly drove attendee leads and/orregistrations.C ollection MethodologyBizo gathers and organizes vast amounts of non-personallyidentifiable information (non-PII) bizographic information. Bizo data iscollected from the following sources: a) Registration Data, b) VerticalPublishers, c) Proprietary IP conversion, d) Off-line databases, ande) email data. Data is refreshed constantly as cookies change dueto browsing patterns of business professionals. If Bizo hasn’t seena refreshed cookie from a business professional in six months, it isremoved from the data segments.< 22 >< 23 >

BlueKai Intent: A Buyer’s GuideInternationalMobileBlueKai Data 101BlueKai Intent data offers unparalleled data depth and breadth forbranding and direct marketing initiatives, across seven key in-marketverticals, and over 30,000 targeting attributes. BlueKai users whoare bucketed into “in-market” categories are qualified consumerswho intend to buy a particular product or service in the near future.BlueKai qualifies these consumers through specific actions whichindicate intent to buy on top tier ecommerce, financial, retail, onlinetravel agency sites. Sample actions include interactions with a searchfunction (either via search widget, or entering in a keyword), productcomparison, loan calculators, etc.Description of Data TypesIn-Market Real Estate Data – Users who have demonstrated intent topurchase or rent real estate. Examples of intent include researchingproperty listings and filling out requests for information on top realestate sites.In-Market Auto Data – Users who have demonstrated intent throughmake/model searches, car configurations and dealership quoterequests on online automotive sites. 93% of BlueKai’s In-Market autosusers come from comScore top 10 Automotive sites.In-Market Education Data – Users who have demonstrated intent topursue education and vocational training, typically at post-secondaryinstitutions. Examples of intent in include searches on particularschools, majors, and financial aid products.In-Market Financial Data – Users who have performed actions such assearch queries, using financial calculators, and comparing credit cardoffers, mortgage rates, insurance products and retirement plans. 80%of BlueKai’s In-Market Finance data comes from comScoretop 50 Financial sites.In-Market Retail Data – Users who have performed product comparisons,auction behavior, or SKU level searches on top online retail sites.Verticals include Clothing, Shoes & Accessories, Consumer electronics,Consumer packaged goods, Health & Beauty, Home & Garden,Entertainment, Video Games and Automotive Parts & Accessories.In-Market Services Data – Users who have demonstrated intent topurchase 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 purchaseconsumer packaged goods through searches, product comparisons,and online auctions. Sample verticals include pet supplies, householdsupplies, baby care products, and health and beauty supplies.In-Market Travel Data – Users who have searched for flights, hotelsand car rentals on top online travel sites in the last 7 days. 94% ofBlueKai’s In-Market travel users come from comScore top 10 travelsites like Kayak.com.< 24 >< 25 >

C ontinued...Demographic Data – BlueKai captures over 200 demographic attributesfrom online and offline data sources including age, gender,employment, language, family composition, household income and networth. All BlueKai demographic data is ‘self declared’ and is not inferredor modeled.Interest Data – BlueKai interest is separate from in-market and consistsof activities like reading blog posts or general news about a product orservice. Verticals include autos, arts & entertainment, online activities,hobbies, politics & current events, sports, travel & more.Predictors Data – Predictors consists of modeled ‘look-a-likes’ ofBlueKai in-market auto, retail & travel, modeled from online and offlinedata sources – use BlueKai predictors as a reach extension to BlueKaiin-market.C ollection MethodologyBlueKai aggregates and classifies intent data from 80% of the Top 20comScore sites in seven key vertical markets. This data is organizedand qualified by a team of Classification Taxonomists, to ensure thatall users who are tagged as “in-market” have indeed taken actionsonline to declare themselves as such.Use Our Data ForLeverage BlueKai data for lower-funnel campaigns for targeting precisionat scale. BlueKai In-Market Auto data has been seen to enhancecampaign performance by 30x versus other intender auto datasources, and BlueKai “In-Market” data across verticals has poweredcampaigns to see an average of 200-300% lift in performance.< 26 >< 27 >

BlueKai Qualified Demographic Data: A Buyer’s GuideInternationalMobileBlueKai Qualified demographic Data 101BlueKai has leveraged its massive scale of demographic data andcombined that with its own analytics based on consensus andvalidation to present a new category of Qualified Demographic data.Qualified Demographic data makes identifying accurate demographicaudiences easier and more effective. We have taken a “wisdom ofthe data experts” approach to qualifying demographic attributes fortargeting 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 andbranded data categories to find the most accurate data sets inour platform.• BlueKai then ran “consensus” testing, to understand where thispanel of data experts agreed on the demographic profile of auser’s cookie.• Attributes are assigned as “High confidence” when two or moredata experts agree and there are no conflicting opinions.• Attributes are assigned as “Medium confidence” when one expertstates an attribute and there are no conflicting opinions.• Qualified Demographic segments are tested quarterly to continueto meet the specified standard of excellence in data quality.< 28 >< 29 >

GB • FR • DE • IN • AU • CA • MXcomScore: A Buyer’s GuideInternationalMobilecomScore Data 101comScore helps businesses create value from digital consumerrelationships, giving clients the insights and context they needto build winning business strategies. As a global leader in digitalmeasurement and analytics, the company is redefining the waybusinesses measure consumer behavior in the marketplace and acrosstheir own products and properties, turning big data into insightsabout the behaviors of people. With more than 1.5 trillion interactionscaptured monthly (equal to nearly 40% of the monthly page views ofthe entire Internet), comScore has a strong foundation for applying itsmodeling methodology to help marketers reach target segments.Description of Data TypescomScore’s modeled look-alike segments are made up of consumerswho are scored against the probability to convert to your campaignobjective. comScore’s modeling methodology utilizes the comScorepanel and browsing behaviors across the BlueKai Exchange to pinpointin-market prospects who are the most likely to convert, scoring theusers based on a variety of attributes. comScore’s models are thenbroken into centiles within the BlueKai taxonomy, making for easy,customizable targeting, both for niche and scale.C ollection MethodologycomScore uses its proprietary panel of one million U.S. Internet usersto identify consumers who have conducted the behavior a marketerseeks to predict – for example, consumers who have applied onlinefor a credit card – and uses that information to build models thatpredict that behavior.Use Our Data ForThe comScore models are designed to identify upper and mid-funnelprospects for acquisition and brand campaigns. The model segmentsare expected to yield more efficient marketing campaigns where theobjective is reaching the “right” consumers early in the considerationcycle.< 30 >< 31 >

C oull: A Buyer’s GuideC oull Data 101Coull’s technology analyzes video content and categorises itaccording to IAB standards, powering the monetization of a networkof 1.3bn+ video views by 128m+ unique viewers across 180+ marketsevery month.Coull VideoSignals - our first-party interest-level data - is built onorganic consumer interaction with premium video content andsegmented by category and geography to give marketers the mostcredible and authentic interest-level data available. Coull is the onlyglobal provider of interest-level data from video engagement in themarketplace.Description of Data TypesCoull VideoSignals’ global reach and unique interest-level data givesbuyers a powerful way to engage consumers whose frequent viewing ofvideo content demonstrates authentic interest in specific categories.Categories: Coull VideoSignals’ interest-level data is made up of apool of over 128m unique video viewers per month, segmented intocommercially applicable IAB categories such as Autos, Video Games,Travel, Finance & Investing and Shopping, dependent on the types ofvideos 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.< 32 >C ollection MethodologyCoull collects first-party data from its video network of premiumvideo 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 engagementwith category-specific video content• Fresh: Updated in real-time to give marketers authenticand current targeting opportunities.Use Our Data ForEngage video enthusiastsIf you’re planning an online video campaign Coull VideoSignalsenables you to reach consumers that have a proven appetite forvideo. These interest-level segments are highly-receptive audiencesfor any online video campaign.Increase the effectiveness of your campaignsTarget authentic audiences who watch video content as part oftheir consumer journey, delivering an increase in brand uplift andengagement. For example, use Coull VideoSignals to engage gamingenthusiasts who have watched video reviews, sports fans who havewatched highlights, or travellers researching destinations.Get to hard to reach audiencesCoull VideoSignals has a worldwide audience base, suitable forinternational campaigns or more effective execution of localizedcampaigns where there is currently insufficient audience interest datafor that market.< 33 >

Cross P ixel: A Buyer’s GuideCross P ixel Data 101Cross Pixel is the leading provider of high-performance audiencedata and information for the real-time advertising industry. CrossPixel’s mission is to provide the highest quality data to help marketersimprove campaign performance. Utilizing Cross Pixel’s proprietarydata management technology, audiences are built with granular andtransparent control over where users are harvested and how theyqualify to be targeted. This approach drives performance while givingadvertisers insight, confidence of authenticity and control around thedata powering their online advertising campaigns.Description of Data TypesIn-Market Shopping Segments – Cross Pixel offers over 500 standardin-market shopping segments identifying users actively shopping fora specific product or service.• Apparel &Accessories• Automotive• Business/Finance• Career Services• Cell Phones• Food & Dining• Gifts• Health & Beauty• Home and Garden• Local Services• Real Estate• Sports/Fitness• Telecom Services• And More...Audience Profiles – Cross Pixel also offers nearly 300 audienceprofiles. These psycho-graphic profiles identify users based on avariety of indicative behavioral actions these users make acrossthe web.Custom Targeting – We create custom segments to identify eachunique advertiser’s best prospects to target for any given campaignobjective. Custom audiences target brand and competitiveconquesting keywords and/or behavioral traits.C ollection MethodologyCross Pixel has developed exclusive partnerships with over 1,000leading eCommerce, transactional and information web sites, enablingus to harvest 6.6 billion data points per month on over 400 millionactive web surfers. Cross Pixel’s data acquisition strategy is focusedon mid- and long-tail sites. Through exclusive partnerships, CrossPixel harvests an array of unique data points which are utilized toprovide granular information about users’ online behaviors.Use Our Data ForCross Pixel’s data can be used to target audiences at each stage ofthe purchase funnel. Our proprietary audience building tool AudienceCalculator creates custom audiences for advertisers based on theunique online behaviors of their target customers. Our technologysimplifies the creation of customized audiences by dynamicallyscoring each individual user based on behavioral actions they havetaken online and the value of those actions to the advertiser. Further,features such as threshold and recency controls allow the audienceto be adjusted as needed in real-time, ensuring that the advertiser isalways targeting the right audience.• Affluents• Career Women• Coupon Clippers• Environmentalists• Fitness Buffs• Frequent Fliers• Gamers• Healthy Eaters• Hispanic Audience• Investors• Newlyweds• NFL Fans• Pet Lovers• And More...< 34 >< 35 >

Datacratic: A Buyer’s GuideInternationalGB • FR • DE • CAC ollection MethodologyDatacratic Data 101Datacratic is a software company that applies machine learning andpredictive modeling to real-time data generated from consumerbehavior. Datacratic provides machine learning and optimizationsoftware to Data Management Platforms (DMPs), Demand SidePlatforms (DSPs), Agency Trading Desks (ATDs), E-Commerce WebSites and others in the real-time marketing ecosystem.Description of Data TypesDatacratic’s modeled look-alike segments are made up of users whohave a high probability to convert to your campaign objective. Usinga combination of your first party data, and BlueKai’s 3rd party datausers are assigned probability scores. Users with the highest scores areidentified by a BlueKai segment ID and made available for targeting viayour preferred media partner.Datacratic has no data of its own. Your first party data is combinedwith BlueKai’s 3rd party data to feed multivariate, nonlinear modelsthat are intended to create a causal relationship between the signalsand events inherent in your data and your conversion objective.Datacratic’s models are intended to predict future behavior andidentify your best prospects.To accomplish this, they use algorithms that learn from both thepresence and absence of segments in a user’s profile. They also relyon the temporal information meaning the recency and frequency ofsegment membership are core components of the models.Models are retrained and users are rescored on a daily basis usingDatacratic’s online adaptive learning system meaning your modeledsegment is constantly improving.Use Our Data ForDatacratic look-alikes are ideal for identifying and targeting lowerfunnel prospects. Datacratic modeled segments tend to performbetter where the purchase consideration cycle is at least 1 week orlonger.< 36 >< 37 >

Dataline : A Buyer’s GuideMobileDataline Data 101Dataline is a leading provider of consumer information, intelligentanalytics, smart modeling applications, and unique digital audiencesegments.Dataline specializes in providing smart marketers customized insightsutilizing its proprietary database of 240 million individuals combinedwith over 1,000 highly predictive variables. Dataline’s innovativeapproach to data mining enables us to provide customized solutionsin a highly competitive, multichannel environment.Datalink, our online solution, has an audience of roughly 120 millionconsumers segmented into over 150 unique audiences.Description of Data TypesThe Dataline proprietary consumer database of over 240 millionindividuals is continually evolving. New sources of data are tested andanalyzed on an ongoing basis before being added to the database. Alldata must pass rigid quality control measures to ensure information aDataline 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, Premiumand Upscale Retail• Magazine subscribers in several categories• Enthusiasts lifestyle data• Donor transaction information• Propensity or “intend” to informationDataline data is offline-sourced and converted to online digitalaudiences through a partnership arrangement. We’re experts inunderstanding the interactions between many data sets and knowinghow to apply them to increase your bottom line.C ollection MethodologyThe Dataline database is sourced with actual purchasing informationand captures the buying behaviors of a multi-channel consumer. Ourdata resources are secured through licensing arrangements withblue chip companies offering monthly transactional based data. Oursegmentation options are available exclusively through Dataline.With close to 300 million individuals - Dataline’s transactional buyerdata is a powerful resource and can give you insight and scale asyou search for your desired audience. Dataline is offline-sourced andconverted to online audiences through a partnership arrangement.Use Our Data ForDatalink, our online behavioral audience targeting solution, isselectable by segments based on the integration of our offline toonline buyer data.Taking Dataline Digital to the next level of sophistication, we are alsooffering customized model segments based on client specific data.The marriage of these two processes makes our Audience Predictormodeling application unique.Datalink identifies true buyers-not browsers. Our Dataline taxonomyhas many unique audiences not found in other data sources.< 38 >< 39 >

datalogixC ontinued...C ollection MethodologyDLX segments are derived from offline verified data, coupled withour 100% 1:1 deterministic matching, guarantees the most accurateaudiences 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 brandsUse Our Data ForDatalogix is the best resource for online campaigns that drive salesvia 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 aspecific marketing objective across any point in the buyerlifecycle< 42 >< 43 >

Datamyx: A Buyer’s GuideDatamyx Data 101Datamyx is a leading provider of data-driven marketing solutionsprimarily serving the financial services, automotive and insuranceverticals in the United States. We offer a unique, multi-sourcedrepository of over 4,000 data points, including over 40 proprietaryinsight scores. For over 17 years, direct marketers have benefittedfrom our powerful combination of multi-source data, analytics andtechnology to help marketers find, convert and grow customerrelationships.Description of Data TypesDatamyx provides digital audience segments mainly in the finance,automotive and insurance categories. Our automotive audiences arebuilt from a database of 190 million autos with multiple autos perhousehold, matched to VIN and Black Book valuation, along withacquisition date. The auto dataset includes over sixty makes andhundreds of models and digital segments are further optimized basedon consumers more likely to respond to automotive ads. Financialaudiences include consumers likely to act on mortgage-related, bankcard, liquid asset-driven and other financial product ads. Insurancesegments include consumers likely prepared to respond to home andauto insurance offers.C ollection MethodologyIn adhering to strict privacy principles, Datamyx’s data is built entirelyfrom the modeling of non-sensitive, offline consumer informationand onboarded (i.e. matched to anonymized cookies/IDs) to enableaccurate digital ad targeting. We leverage over 4,000 data pointsfrom proprietary sources, along with over 40 of our own proprietaryinsight scores to build audience segments. We further optimizesegments based on consumers who are more likely to respond toads/marketing offers.Use Our Data ForDatamyx’s data is appropriate mid- and upper-funnel objectives. Thedata is ideal for marketers seeking to reach consumers who are likelyto respond to finance, automotive and insurance-related offers in therelative short-term. Marketers with branding objectives also will findsuccess as our consumers are accurately built based on actual offline(real world) ownership information and activity (e.g. automotivebrand/category ownership, bank card affiliation).< 44 >< 45 >

D&B: A Buyer’s GuideD&B Data 101Dun & Bradstreet (NYSE:DNB) is the world’s leading source ofcommercial information and insight on businesses, enablingcompanies to Decide with Confidence® for 171 years. D&B’s globalcommercial database contains more than 220 million businessrecords. The database is enhanced by D&B’s proprietary DUNSRight®Quality Process, which provides our customers with quality businessinformation. Business professionals regularly use D&B sales andmarketing data to research companies, executives and industries tohelp convert prospects into clients.The D&B online data solution is provided in collaboration withWhoToo, Inc., a data-as-a-service and marketing platform providerfocused on email, mobile and online channels.Description of Data TypesWith hundreds of marketing segments to choose from, D&B’s onlineaudience data has all you need for your online targeting. The D&Boffering is comprised of high-value audience targets across a varietyof segments including:• Company»»Employee size, revenue size, location and ownershipcharacteristics (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 ollection MethodologyD&B is the leading provider that goes beyond aggregating contentto actually distilling it. We collect data from over 30,000 sourcesglobally, and put it through our rigorous DUNSRight Quality Process.The result of our proprietary and patented processes is unbiased andunique insight on over 26.7 million U.S. based business - both publiclytraded and private ones. You get one clear picture of your businessuniverse and powerful tools to identify profitable opportunities, fuelgrowth, and realize positive bottom-line and top-line results.Use Our Data ForWhether your goal is to create brand awareness or enhance yourprospecting capabilities, the D&B online solution has you covered. Thedepth and breadth of D&B data is unparalleled in the online space.Use D&B high level segments to create high quality, large audiencecampaigns to create brand awareness and drive site traffic. Dive intothe wealth of D&B business information to create hyper-targeted,highly relevant lead generation campaigns. No matter your marketinggoals, D&B data can help you deliver results.< 46 >< 47 >

Evite: A Buyer’s GuideEvite Data 101With more than 22 million registered users and over 25,000invitations sent each hour, Evite is the top online invitation and socialplanning 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 Birthdayfor 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• 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< 48 >< 49 >

C ontinued...• 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»»BBQC ollection MethodologyData is logged around any discreet event attendee (host/guest,occasion, location, etc.). Inferences are made based on the criteriaabove.Use Our Data ForDemographic augmentation (presence of child) or purchase intent(hosts need party supplies, guests need to purchase gifts, etc.). Thevalue of Evite data is that our users have taken a direct action toindicate where they will be and what they will be doing at a date inthe future. Furthermore, our users can be segmented as the host orguest and the category/type of event is known to us.< 50 >< 51 >

Experian: A Buyer’s GuideMobileExperian Data 101Experian ® is a global leader in providing information, analytical toolsand marketing services to organizations and consumers to helpmanage the risk and reward of commercial and financial decisions.Using comprehensive understanding of individuals, markets andeconomies, we help organizations find, develop and managecustomer relationships to make their businesses more profitable.Experian’s audience segments are powered by our industry-leadingcompiled consumer database. The ConsumerView SM database usesstate-of-the-art technology, unique build methodology, and vastdata sources with online linkages to deliver a superior database thataddresses the sophisticated needs of today’s multichannel marketer.Description of Data TypesIt all starts with data. From demographics to behavioral andpsychographic information, Experian draw on a massive base ofknowledge accumulated during five decades in business.Experian maintains a wealth of information about consumers andhow they make buying decisions. ConsumerView provides the mostaccurate, comprehensive information on more than 299 millionconsumers and 116 million households. In fact, ConsumerView isindependently ranked #1 in quality and #1 in coverage in comparisonto other offline data compilers. Experian’s extensive data resourcesare used to create syndicated, pre-built ConsumerView audiencesegments available in the following categories:Demographic – This data provides valuable insight into the consumerpopulation, including demographic information such as age, gender,income, occupation, and education.Mosaic ® – Mosaic ® USA is our most popular segmentation tool thatprovides a 360-degree view of consumers’ choices, preferencesand habits. The Mosaic ® system classifies all U.S. households andneighborhoods into 71 unique segments. This groundbreakingclassification system paints a rich picture of U.S. consumers andtheir sociodemographics, lifestyles, behaviors and culture, providingmarketers with the most accurate and comprehensive view of theircustomers, prospects and markets.TrueTouch SM – Experian’s TrueTouch segmentation system offers 11Touch-points to define the motivational messages that appeal tovarious audiences. Understanding Touch-points makes it possiblefor advertisers to align offers with the values and attitudes of theconsumers they wish to reach, using language proven to resonate.Property and Mortgage – For years, Experian has been a leader incompiling mortgage and property data from deed transaction recordsand tax assessor file records. As a complement to the known data,we have created property and realty models. The models utilizeour existing data variables to predict such factors as the estimatedcurrent home value.< 52 >< 53 >

C ontinued...C ollection MethodologyConsumerView is developed from a wide array of sources, includingself-reported information, aggregated panel data, websites that havepermission to share information about visitors, public records andhistorical retail purchases that are collected offline and then broughtonline through propriety online data partnerships. Experian employs arigorous process that includes the application of proprietary models,data from thousands of sources and proven algorithms to create itsonline audience segments. When used separately or combined, thesesegments deliver a more complete and accurate 360-degree view ofconsumers.As a leader in the direct-marketing industry, Experian implementsstringent value-based practices that govern the acquisition,compilation and sale of its consumer data to ensure compliancewith legal guidelines. These tactics include, careful screening of datasources, ongoing internal audits and appropriate consumer noticeand choice.Use Our Data ForThe ConsumerView audience segments use state-of-the-arttechnology, unique build methodology, and vast data sources todeliver superior audiences that address the sophisticated needs oftoday’s multichannel marketer.ConsumerView enables targeting that goes beyond simpledemographic or contextual targeting. With ConsumerView audiencesegments, advertisers get both audience quality and reach becausewe help improve advertising effectiveness by reliably providingaudiences that exceed millions of consumers. ConsumerViewsegments work best when combined to create customized audiencesbased upon demographic and lifestyle characteristics.< 54 >< 55 >

Forbes: A Buyer’s GuideInternationalGB • IN • CAMobileForbes Data 101Serving as the world’s definitive source for business and finance newssince 1917, Forbes and it’s Premium Data Platform offer unparalleledaccess to a highly affluent and connected audience of insiders,innovators, and influencers. Advertisers look to Forbes for exclusiveaccess to the business community and the rest of the world’s elitewith custom built, highly specified segments and exclusive targetingsolutions.Description of Data TypesForbes Premium Data is arranged by channel and by section incorrespondence to Forbes.com. Channels include Business, Lifestyle,Technology, Investing, Thought Leaders, and Entrepreneurs. Eachchannel contains a array of more specific sections covering topics asdiverse as Sports & Leisure, Travel, Autos, Personal Finance, IntelligentInvesting, Mobile, CEO Network, and Style & Design.C ollection MethodologyUsing carefully verified, behavioral targeted data on the ForbesPremium Network, advertisers can pick and choose from over 80unique Channels and Sections to create custom, highly optimizedsegments. This first-party data can reach audiences broad or niche.Use Our Data ForForbes Premium Data works best when segments are mixed andmatched to create custom audiences of business and financeprofessionals and affluent consumers.< 56 >< 57 >

GfK MRI: A Buyer’s GuideMobileGfK MRI Data 101GfK MRI’s National Study, the Survey of the American Consumer,provides a detailed view of the 226 million adult consumers in theU.S. – their media choices, detailed demographics, consumption ofalmost 6,000+ products in 550 categories and 1600+ lifestyle andpsychographic questions and segmentations.Description of Data TypesGfK MRI attitudinal segments covering a variety of consumer interestsincluding buying styles, food attitudes, health attitudes, technicalattitudes, cellular/mobile attitudes, vacation/travel attitudes, fashion &style attitudes, and financial attitudes.• Buying styles is defined as consumers who are driven by certainfactors when purchasing like quality, price, bargains and brandloyalty.• Food attitudes are defined as consumers’ opinions towards foodinside and outside of the home.• Health attitudes are defined as consumers’ opinions towardsmedications and vitamins.• Technology attitudes are defined as consumers’ opinions towardsadopting and purchasing technology.• Cellular/mobiles attitudes are defined as consumers’ opinionstowards mobile phone usage and advertising.• Vacation/travel attitudes are defined as consumers’ opinionstowards specifics like airlines, discounts and hotels.• Fashion & style attitudes are defined as consumers’ opinionstowards brands and products.• Financial attitudes are defined as consumers’ opinions towardsbankingC ollection 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, psychographicsUse Our Data For• Targeting• Media planning and buying• Consumer insights• Customer acquisition and retention• Product development• Marketing mix strategy< 58 >< 59 >

i360: A Buyer’s GuideMobilei360 Data 101The i360 national data clearinghouse supports the campaign andeducation activities of the pro-free-market public affairs, politicaland corporate communities. i360 maintains a fully integrated andcontinually updated database that includes more than 187 millionactive voters and 230 million U.S. consumers with hundreds of datapoints on every individual.Through the integration of these data resources, extensive surveyresponse work and advanced predictive models, i360 brings anunprecedented wealth of rich, current data on political affiliation,economic and social issue alignment, and behavioral demographics toonline advertising.Description of Data TypesThe i360 Online Segments are custom-tailored for the political andadvocacy communities. Segments include:• Registration & Partisanship – Registered, Unregistered andNewly 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 andLiberal; Fiscal Conservative and Liberal; Pro 2nd AmendmentVoters• Personal Demographics – Gender; Age; Income and Wealth;Home Ownership; Children in the Home; Marital Status;Investment Voters; Sports and Gambling InterestsC ollection Methodologyi360 is built on maintaining a rich, constantly updated database ofvoter information from states and counties across the country. Theylayer in hundreds of demographic and psychographic consumerdata points from leading data providers, census data, precinct levelelection 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 companiesto build predictive models around partisanship, vote propensity andissue alignment, answering unknowns where hard data points are notavailable. The models are continuously updated based on new inputsusing an ensemble model approach that averages the predictionsproduced by a number of techniques including Decision Trees, NeuralNets, Dmine Regressions and others.Use Our Data Fori360 data is comprehensive and an accurate offering in the pro-freemarketpublic affairs, political and corporate communities. It is usedby political and advocacy organizations to target and reach votersand prospective voters with content and creative that speaks totheir alignment and issue affiliation. Political segments are generallycombined with lifestyle, issue, and demographic segments to servemeaningful content to responsive audiences.< 60 >< 61 >

I-Behavior : A Buyer’s GuideInternationalGreat BritainMobileI-Behavior Data 101Founded in 1999, I-Behavior developed the first SKU-level purchasedata cooperative that includes data contributed by 2,500 merchantsrepresenting more than $400 billion in purchases made by 190 millionconsumers. I-Behavior aggregates and models this data to createtargeted audience segments that companies can use for marketingcampaigns to help them reach the right consumers across anychannel – online, postal, email, social and mobile.Description of Data Types• IB Shoppers: SKU-level purchase data based on more than $400billion in transactions made by 190 million U.S. consumers forgoods and services purchased via retail, online, phone, or catalog.• IB Credit Card Type: Data that segments buyers based onthe type of credit card they use for purchases including Visa ® ,Mastercard ® , American Express ® , Discover ® , Premium Card, BankCard, or Gas Card.• AmeriLINK ® Demographics: Demographic Data including Age,income, family makeup, home ownership, occupation, etc.C ollection MethodologyI-Behavior aggregates and analyzes more than 11 billion SKU-levelpurchase transactions received from our more than 2,500 datacontributingmembers. These transactions represent consumerpurchases through both online and offline channels.AmeriLINK Demographic data is extremely reliable based on morethan 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 basedon actual consumer purchase behavior, to bring greater accuracyand relevancy in targeting your online and offline campaigns toconsumers who are most likely to respond to your offer.< 62 >< 63 >

IRI : A Buyer’s GuideMobileIRI Data 101IRI is a leader in delivering powerful market and shopper information,predictive analytics and the foresight that leads to action on behalf ofmore than 95% of Fortune 100 consumer packaged goods (CPG) andretail companies.IRI’s ProScores for BlueKai enables media buyers to laser-focus theircampaigns on verified high-propensity brand buyers.Description of Data TypesIRI ProScores identifies the top spending shoppers across CPGcategories, subcategories and brands for every U.S. household. Todetermine each household’s spend, IRI combines its own proprietarydata sources with those from trusted third parties which are then fedinto a highly advanced predictive modeling engine.C ollection MethodologyIRI ProScores drives improved audience targeting across the digitallandscape. The data nucleus of ProScores is the IRI ConsumerNetwork , a national consumer panel, which is the industry standardfor understanding what shoppers consume across the CPG space. IRIalso layers in highly dimensional demographics from Experian to finetune our scoring accuracy.Years of research and a track record of more than 500+ purchasebasedtargeting campaigns demonstrates that using our conciserepresentation of the spend in a CPG category, subcategory or brandimproves targeting effectiveness over disparate, ever-changingindividual data elements.Use Our Data ForIRI ProScores helps CPG advertisers understand the market, developsmarter targeting strategies, and increase the productivity of digitalmarketers and their advertising investments. IRI ProScores can beused to target shoppers who:• spend a lot in your category or brand• spend a lot on competitive brands• spend a lot at specific retailers< 64 >< 65 >

IXI: A Buyer’s GuideMobileIXI Data 101IXI Services, a division of Equifax, offers digital targeting solutionsthat enable marketers to better deliver the right message to thedesired target audience based on visitors’ likely financial capacityand interests. A leader in delivering marketing solutions basedon anonymous, aggregated wealth and asset data, IXI Servicesspecializes in consumer segmentation according to a wide array offinancial metrics, including investment behaviors, spending levels,and other financial characteristics. IXI also offers industry specifictargetingsegments that combine purchase propensity and economiccapacity in auto, insurance, retail, telco, wireless, cable, travel, andother industry verticals.Description of Data TypesIXI offers a wide range of targeting options including:• Demo: Economic Cohorts – Robust “demographic” segmentsthat combine HHI, life-stage, age, spending capacity and similaraggregated credit/affluence data in order to group users intotargetable packages• HHI: Income360 – Estimated income from salary/wages andincome derived from investments.• Auto – segments that identify audiences of automobilepreferences based on segmentation profiles as well as autopurchase and finance behaviors from the aggregated dataaccessible to Equifax• Travel – segments that identify audiences by their travelpreferences and behaviors based on segmentation profiles andaggregated customer data, as well as large-scale surveying that isapplied to a statistically significant sample• Retail – segments that identify audiences by their retail purchasepreferences and behaviors based on segmentation profiles andlarge-scale surveying that is applied to a statistically significantsample• Video, Voice and Data – segments that identify audiences bytheir wireless, wireline, cable, satellite and data preferencesand behaviors based on segmentation profiles and aggregatedcustomer data, as well as large-scale surveying that is applied to astatistically significant sample.• Mortgage – segments that identify audiences by their mortgageneeds and profile behavior based on information accessible toEquifax and aggregated at the ZIP+4 level.• Insurance – segments that identify audiences by their insuranceneeds and profile behavior based on information accessible toEquifax and aggregated at the ZIP+4 level.• Ability to Pay – Estimated ability to pay their financial obligationsin 4 tiers.• Wealth and Deposits – Estimates of consumers’ household-leveltotal asset wealth and deposit wealth. Built from IXI’s directlymeasured financial assets database collected from over 95 of thenation’s leading financial institutions.• Credit Card – segments that identify audiences by their creditcard needs and profile behavior based on information accessibleto Equifax and aggregated at the ZIP+4 level.< 66 >< 67 >

TMC ontinued...• Retail Banking – segments that identify audiences of Retailbanking behavior built from IXI’s directly measured financialassets database collected from over 95 of the nation’s leadingfinancial institutions.• Investments – segments of various investment profiles andbehaviors that are built from IXI’s directly measured financialassets database collected from over 95 of the nation’s leadingfinancial institutionsC ollection MethodologyIXI Services collects anonymous U.S. consumer asset data receivedfrom more than 95 financial services firms on a bi-yearly basis. Thedata we gather represent almost half of all U.S. invested assets. Inaddition we receive credit data directly from Equifax, FICO and surveydata from top media insight companies monthly.IXI’s data is collected offline and then brought online through acomplex infrastructure of partnerships and online data enablersthat are able to link IXI data to the BlueKai cookies with the highestdegree of integrity.Use Our Data ForExample 1: Luxury AutoHigh-end luxury auto brands looking for quality auto data, leverageIXI to provide an audience segment that favors luxury cars (domesticor European segments) AND the spending capacity to purchase.Favorable direct response and brand campaign performance isderived by ensuring auto interest is combined with spending capacity.Example 2: In-Market for Auto LeaseDerived from Equifax credit files, auto firms looking to reachconsumers 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 thatshould be added to auto intent campaigns.Example 3: Auto InsuranceInsurance carriers who would like to improve application to newpolicy ratios and/or customer profitability often lean on IXI’s“Aggregated FICO” tiers (HH credit files are aggregated into nationaltiers to avoid PII, while still providing an accurate credit picture).A popular example is suppressing >700+ credit scores in order toimprove lead funnel quality.Example 4: Luxury TravelersHigh-end travel brands looking to reach the right audience leverageIXI to provide an audience segment that favors luxury travelers ANDthe spending capacity to purchase. Favorable direct response andbrand campaign performance is derived by ensuring travel interest iscombined with spending capacity.Example 5: Family Wireless Plan SubscribersWireless brands who wish to target an audience likely to be interestedin a family wireless plan utilize IXI’s data to reach users with thecorrect demographic composition, spending capacity and propensity.Truly captures the 360 view of the likely consumer.< 68 >< 69 >

Lotame: A Buyer’s GuideInternationalGB • FR • ES • DE • IN • AU • CA • MXMobileLotame Data 101Lotame’s 3rd party SMART Data comes from our extensive networkof publisher partners. The data consists of self-declared anddemonstrated behavioral data from unique publisher partners,yielding accurate and scalable Demographic, Behavioral Interest, andSocial influencer audience segments. Lotame Smart Data bundles100% declared and demonstrated - NOT panel-based - data intoover 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 onlineprofile or registration that is matched with offline sources tovalidate the demographic information provided.• Behavioral Interest Data – This data is either self-declaredor demonstrated by a user based on their behavior on asite. Examples include, dating or social profiles where a userdeclares certain interests. More often, it’s the behaviors the userdemonstrates 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 otheraction a user could complete on a page.• Social Influencer Action Data – Lotame’s core niche offering,particularly for brand-focused advertisers. These are users thatfrequently complete social actions that others online can see,such as rating content, creating groups, posting messages,or commenting on content. These “socialites” facilitate themovement of content to others on the web and are crucialto reach for brand awareness, purchase intent, likelihood torecommend, and more.C ollection MethodologyLotame’s data is primarily collected from our extensive groupof publisher partners. Partners place our proprietary BehavioralCollection Pixels (BCP’s) on every page of their site, allowing us tocollect individual demographic, declared interest, action, search,purchase intent, and other data points. Our BCPs enable us to collectmore than 2 billion data points each day while organizing them into900 audience categories of human behaviors, refreshing nearly everysecond as each behavior is updated with each page view.We have data from user’s online and offline registrations, online andoffline surveys, and demonstrated behaviors (where we will collect adata 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 extensivelycover most of the major verticals. Please refer to your Audience Listfor our full coverage, but the strongest verticals include:• CPG• Advocacy• Automotive• Entertainment (Movies, TV)• Travel• Fashion• Finance• Green Living• Gamers (online and offline) • TechnologyThe Ideal use-case is for top-of-the-funnel, brand advertisers lookingto reach large audiences and generate awareness, intent, likelihood torecommend/purchase, and view. Lotame’s data has also worked wellin performance-based campaigns in the major verticals above.< 70 >< 71 >

MasterCard: A Buyer’s GuideMobileMasterCard Data 101MasterCard Audiences offer advertisers the ability to reach audiencesegments based on the spend behavior of consumers. The definedbehaviors 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 widerange of consumer purchasing behaviors across a number of industrysectors. Consumer purchase behaviors leveraged may include dollaramounts, number of transactions, frequency of purchase, recencyof purchase, location of purchase, day/time of purchase, merchantcategory, channel of purchase, etc.C ollection MethodologyMasterCard analyzes the spending patterns across billions ofanonymous transactions to segment like-spending patterns intoanonymous groups called micro segments.• When they create an Audience they identify micro segments thathave the desired set of spend behaviors. The micro segmentsthat have the desired set of spend behaviors are grouped intoAudiences.• The underlying source of the data is aggregated and anonymizedtransaction data. MasterCard’s analytics are applied to theanonymized transaction data at an aggregated micro segmentlevel to create the AudiencesAfter the Audiences are created, they leverage third parties toassociate our Audiences with their online populations through the useof proprietary matching leveraging the micro segments.Use Our Data ForAudiences are built from verifiable, anonymized credit cardtransaction data. When you need to reach the right audienceswithout inferred modeling, MasterCard Audiences are the “best inclass” choice. They excel in retail, restaurant, entertainment, traveland auto categories. Additionally, custom audience developmentgives unmatched flexibility in using consumer purchase behavior foraudience development based on your specific needs.< 72 >< 73 >

Media Source Solutions: A Buyer’s GuideMobileMedia Source Solutions Data 101Media Source Solutions is known in the industry for its offline datathat has the ability to hone in on many aspects of a consumer’sbehavior, lifestyle, and demographic across a wide variety of verticals.They have taken this powerful database and brought it online tocreate data solutions using more than 600 audience segments. Thisallows advertisers a scalable approach to achieve brand awarenessand conversion. Their relationship with data providers allows accessto data that is not readily available in the marketplace. Quicksnapshots 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 reachwith demographical, behavioral, lifestyle and attributes not includedin many databases. Their expertise lies in understanding how datasets 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• Cooking/Food• Health & Exercise• Parenting• Pet Owners• RV Enthusiasts• Self-Improvement• SportsC ollection MethodologyMedia Source Solutions collects offline data from a variety of differentunique sources using several large consumer databases built from“self declared” information, transactional, retail and other directresponse methods. They also receive daily updates that providepostal, email, phone information along with many different attributesincluding demographic, lifestyle and behavioral data. Much of thissegmentation is exclusive to them, and they work hard to confirmthe accuracy of their raw data. Data is pinged real-time againstour consumer databases using a proprietary algorithm to ensureaccuracy. This is another reason why their data is known toprovide a lift in performance.Use Our Data ForMedia Source Solutions has brought online millions of offline recordsthat can be used effectively to meet unique campaign goals in everyvertical. To paraphrase Buzz Lightyear’s catch phrase, their data canbe used to ‘infinity and beyond’! Well maybe their reach isn’t quitethat broad but it is ideal for large scale campaigns, targeting lifestages and combining segments to create specialized blends of datathat will be the perfect fit for any customized campaign.< 74 >< 75 >

Precision Market Insights : A Buyer’s GuidePrecision Market Insights Data 101Precision Market Insights leverages the power of Verizon Wireless,the nation’s largest and most reliable network, to provide addressablecross-device advertising solutions.The PrecisionID is a deterministic identifier matched to devices on theVerizon Wireless network. Privacy safe and accurate, the PrecisionIDpowers more impactful, data-driven marketing at scale, driving betterROI for advertiser’s campaigns.Description of Data TypesWith the PrecisionID, Bluekai clients can optimize their 1st and3rd party data selections through the Bluekai platform.Online to Mobile Retargeting – Advertisers can use thePrecisionID to retarget audiences in mobile.Advertisers can map demographic, geographic and interest basedsegments using 3rd party data to the PrecisionID for accurate mobileand cross-device targeting.When a consumer visits a webpage or uses an application on aVerizon connected smartphone or tablet, the device sends a requestthrough the trusted Verizon network. In the request a uniqueidentifier, the PrecisionID, is transmitted. The PrecisionID is the key tounlocking data with precision; without sharing the identity of the user.Ultimately, this enables our partners to effectively serve ads andretarget relevant mobile advertising in a privacy safe way.Use Our Data ForClients can unlock the power of Precision to reach precise audiencesacross devices, mobile operating systems and applications. ThroughPrecision’s mobile retargeting capabilities, clients can segment anddeliver customized content in any type of mobile display campaignincluding banners, in-app advertising and video.Precision Market Insights unlocks addressable ad solutions and datadrivenmarketing to help you achieve your unique advertising goals.With scale, transparency and ‘privacy by design,’ Precision MarketInsights delivers results.Precise List Matching – Advertisers’ who use list matching withBluekai can match prospects to the PrecisionID in a secure andprivacy-safe manner for delivery of precisely targeted mobileadvertising messages and offers.C ollection MethodologyThe PrecisionID is a privacy-safe, deterministic identifier matched todevices on the Verizon Wireless network that unlocks data-drivenmarketing assets to power demographic, interest, and geographicbased targeting, bridge offline client data to reach audiences onmobile and enable online to mobile retargeting.< 76 >Precision Market Insights provides the following benefit for brandadvertisers:• Driving higher engagement with your target audience• Extending your campaign’s reach• Achieving ROI goalsPrecision Market Insights provides the following benefit for directresponse advertisers:• Driving lower funnel conversions• Achieving ROI goals< 77 >

Profound Networks: A Buyer’s GuideMobileProfound Networks Data 101Profound Networks engages in Internet scale monitoring and analysisof publically available corporate networks and creates actionable dataassets for competitive advantage in the telecom and IT verticals.Description of Data Types• Network Growth: Target Companies growingtheir online network at specific rates.• Device Count: Segment companies by # of devices on theirpublic network.• eCommerce: Target companies using specific eCommerceplatforms.• Web Analytics and Tracking: Target companies leveragingspecific Website and Tracking platforms.• Advertising: Target companies monetizing traffic with specificAdvertising platforms.• Social Networks: Target companies that have built a presence onSocial Networks.• Hosting Provider: Target companies by their website hostingprovider.• Cloud Provider: Target companies by their Cloud Provider.• Content Management System: Reach companies by specific CMSplatform.• Email Provider: Target companies by their email provider andserver 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 ollection MethodologyProfound Networks developed a platform to compile and analyzein excess of 3 billion routable IP addresses and their correspondingDNS and networks attributes on a quarterly basis. In addition tocomprehensive IP mapping, analysis of 200 million Domains is alsoconducted each quarter.Use Our Data ForThere has been a tidal wave shift of technology assets into the onlinespace. Leveraging this empirical technology infrastructure data in thedigital arena is available now for the first time.With this being said, Profound Networks’ data is best leveragedwhen it comes to targeting the ‘digital footprint’ side of the business.Strategies include targeting businesses by network size, networkgrowth, server architecture, eCommerce platform, analytics…andmore. Profound’s data also identifies service providers, hardware andsoftware installs and the various vendors, which opens the door forunprecedented competitive targeting for companies in the Telecomand IT space.< 78 >< 79 >

Relevate: A Buyer’s GuideMobileRelevate Data 101Relevate is a builder of insightful data for brands with a focus onaccuracy, time to market and value to the consumer. BlueKai partnerswith Relevate with 2 of its most successful products, Exact Auto andRelevate New Movers. Relevate’s unique content addresses multiplesegments from Retail and CPG to Automotive, Insurance, FinancialServices, Telcom, Travel and Healthcare.Description of Data TypesNew Movers can be categorized by age, household income, homevalue, and lifestyle attributes from gardening to cooking, as well aspurchase behavior.Exact Auto has conventional category and brand data, as well asunique categories based on lifestyle, such as: “moms and kids - minivans”,“wealth or wealth wannabes - luxury brands”, and “outdoorsand heavy load – trucks”. Data by make and model, age, income,purchase year and decision dates based on purchase year are alsoavailable.C ollection MethodologyRelevate’s New Mover data is built from the ground up, and is basedon deed filings and mortgage filings, wrapped with new connectand installation information. This data is then corroborated againstmultiple consumer data sets to ensure the users are indeed newmovers, versus persons that are just making installations. This data isbuilt weekly and often pre-dates other move changes including USPS.Exact Auto data comes from dealers, service centers, and coregistrationdata and is NOT modeled. All data is cleaned andupdated with daily dealer lot information, for example a dealershipsinventory used as a trigger to cross-reference VIN numbers to definewhat 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, homeentertainment, insurance, banking, pharmacies, telcom, cable, andmore. Shopper frequency opportunities from grocery to drug storesare all increased in the first 6 months.Exact Auto data: make, model, year for insurance, warranty, andmore, can successfully be used to market competitive brands andcategories, seasonal specials, aftermarket, gas/fuel offers, aftermarketaccessories, and car maintenance items.< 80 >< 81 >

Targeted Victory : A Buyer’s GuideTargeted Victory Data 101Targeted Victory (TV) is a leader in online advertising, emailmarketing, and integrated data management for political candidatesand causes. Along with our technology services, we provide strategicdigital campaign management and comprehensive web design anddevelopment services.We provide all of our clients with a custom strategy to best achievetheir organization’s goals, incorporating a combination of our coreservices and others that fit your needs.C ollection MethodologyData is collected from the voter file, national presidential campaigns,and consumer spheres. We then model this data on algorithms tooffer depth and detail to inform decision-making in politics for selectclients.Use Our Data ForTargeted Victory’s data: used for political purposes only; only for useby select (approved) clients.Description of Data TypesGet Out the Vote + Persuasion Model:• Individuals who are off-year general election voters with GOPpartisan affiliations (i.e. primary voters)Get Out the Vote Model:»»Individuals who are off-year general election voters with GOPpartisan affiliations (i.e. primary voters)Persuasion Model:»»Individuals who are off-year general election voters with no ormixed partisan affiliationsAbsentee Ballot/Early Voters:• Voters who previously did Absentee Ballot/Early Vote and/orvoters with profiles similar to previous AB/EV voters (i.e. ageranges, gender, income, general election votes, and geography)»»General Election»»Primary ElectionPolitical Donor Model:< 82 >• A model run on algorithms to predict new donors based onprevious contribution history to political campaigns and causes< 83 >

TransUnion: A Buyer’s GuideMobileTransUnion Data 101TransUnion combines data, advanced analytics and industry-focusedexperience to help institutions make more informed decisions at everystage of the consumer lifecycle. Through this powerful combination ofinformation and insight, institutions can improve marketing, managerisk and strengthen relationships with existing customers. In the smallbusiness space, TransUnion has expanded its solutions to digitalmarketing including the ability to identify, segment and market tosmall business contacts online.Description of Data TypesTransUnion can help institutions identify individuals online byappending small business owner characteristics to their Internetprofiles (cookies). Several small business segment values are availableincluding:• Geography – Attribute segments represented by small businessowners in specific states.< 84 >• Industry Verticals – Attribute segments represented by industryverticals 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 yearsC ollection MethodologyTransUnion small business solutions combine proprietary core dataassets and external small business data via innovative matching logic.The small business data include more than 27 million small businessessourced from over 70 databases, which are all validated to ensureaccuracy and freshness of the data.Use Our Data ForThe TransUnion Small Business Digital Marketing Solution can helpinstitutions refine their digital footprint with Internet cookie-basedsmall business advertising:• Improve small business acquisitions through relevant, timelyoffers in the digital marketplace• Define specific small business targets with deeper granularity andreach• Target small business candidates for tailored invitation-to-apply(ITA) offers• Cross-sell services to expand small business relationships< 85 >

TruSignal: A Buyer’s GuideInternationalCanadaMobileTruSignal Data 101TruSignal gives you a more precise way to target consumers who looklike your existing best customers at scale. A custom and syndicatedsolutions extend across 1:1 digital marketing channels and advertisingplatforms – including display and pre-roll video. Based on patenteddata mining and predictive analytics technology, a TruSignal audiencecombines data from 40 different sources of verified, offline profiledata. Their data helps brand advertisers, direct marketers and theiragencies “cut through the noise” of online audience targeting dataand deliver highly precise and highly scalable prospecting andbranding campaigns.Description of Data TypesAuto Insurance – Prospects who have similar profile characteristicsof consumers who applied for and purchased auto insurancethrough online channels. Applicable to insurance carriers, brokers oraggregators offering auto insurance products.Term Life Insurance – Prospects who have similar profilecharacteristics of consumers who applied for and purchased term lifeinsurance through online channels. Applicable to insurance carriers,brokers and aggregators offering term life products.Estimated Household Income – An estimate of household income,based upon many profile data factors, including demographics,geography, past purchase behavior, public records, financialinformation, and census information.Underbanked Consumers – Prospects who have similar profilecharacteristics of consumers who maintain nontraditional bankingrelationships. Applicable to money transfer services, short term loans,and prepaid debit products.Political Affiliation – Prospects who have similar profilecharacteristics of consumers who are known Democrats, Republicansor Independents.Political Donors – Prospects who have similar profile characteristicsof consumers who previously donated money to either theRepublican or Democratic parties.Estimated Financial Health – An anonymous estimate of consumers’ability to satisfy their existing financial obligations. These segmentswere designed for targeting campaigns where financial quality isan important consideration, such as with mortgages, credit cards,insurance, investment services, telecommunications services and autoloans or purchases.Higher Education – Prospects who have similar profile characteristicsof consumers who applied for and enrolled in national highereducation programs.Mortgage Refinance – Prospects who have similar profilecharacteristics of consumers who applied for and refinanced theirmortgage through online channels. Gives higher weighting to largerloan values, but still within normal Fannie Mae guidelines.< 86 >< 87 >

C ontinued...C ollection MethodologyTruSignal aggregates a wide variety of offline consumer profile datafrom over 40 third party data sources including: financial databases,property records, census, demographics, past purchases, householddatabases, hobbies, and interests. These data sets are the “rawmaterials” used to define each TruAudience formula.In an offline process, TruSignal compares samples of target customerdata against thousands of third party data attributes using provenregression modeling techniques. The process discovers over 100unique predictive factors that define a high value “lookalike”consumer, giving you all of the power and precision of many datasetsdistilled into a single, custom audience.Use Our Data ForTruAudience segments work well for upper funnel prospecting andbranding campaigns, where the objective is reaching the “right”consumers earlier in the consideration cycle. We specialize intargeting your most desirable new prospects by combining manydifferent kinds of consumer profile data. TruSignal does not use anyin-market or intender data, which is most appropriate for bottomfunnel conversion campaigns.TruSignal can even build custom audiences for specific campaigns,based on a historical record sample. The custom developmentprocess ensures that we are using all of the right data to profilethe audience and it allows us to on-board unique datasets that arespecific to a given campaign objective. Historical performance datacan be extracted from CRM platforms, campaign landing page pixelsor from within an existing DMP.< 88 >< 89 >

V12 GROUP: A Buyer’s GuideMobileBrief Description of DataV12 Group turns offline consumers into targetable audiences bymapping offline demographic, lifestyle, and purchase data intoprivacy compliant online audience segments, reaching the mostrelevant online audience for any consumer-focused campaign.Blending accurate and up-to-date offline data with their wide reach toover 80-100M US consumers has increased ROAS for both brand anddirect response campaigns alike.Description of Data TypesV12 Group offers over 330+ audience segments to target across ninecategories including: Automotive, Buyers, Entertainment, Finance,Sports & Fitness, Lifestyle & Pursuits, Travel, Demographics, and aproprietary set of personality data called PYCO.• Unique & Custom Audiences – Target any one of V12 Group’s330+ segments or combine several segments to create a customsegment to best fit your targeting needs. V12 Group also offershard-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-MarketRepair Profile.• PYCO – Based on the Carl Jung Psychological Types, PYCO hasdeveloped a proprietary algorithm that utilizes a consumer’sname, mailing address and 320 different data points to accuratelyassign a personality type to 85% of US adult consumers.Together, PYCO and V12 Group provide psychological, digital,demographic, and geographic attributes combined into 16 uniquepersonality segments to illustrate a vivid 360-degree view ofindividual consumers, beyond just demographics. PYCO Data isused to: Creative Ad Optimization, different messaging for differentpersonality types, and more.C ollection MethodologyV12 Group’s multi-channel consumer file is one of the largestconsumer databases in the direct marketing industry. The database isan aggregated file built from more than 40 compiled and proprietarydata 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 dataUse Our Data ForAdvertisers have seen strong performance leveraging V12 Group’sonline audience segments across a variety of categories, including:• Travel• Finance• Auto• CPG• Software• Gaming• Home Décor• Entertainment• Niche Lifestyle Audiences< 90 >< 91 >

Webbula: A Buyer’s Guide®MobileBrief Description of DataWebbula provides accurate offline consumer data across multipleplatforms and databases including auto, social media, political, andbusiness-to-consumer. After compiling information from a multitudeof sources, it is verified and authenticated via a hygiene process. Theconfluence of the data cleansing process makes it easier to identifyinconsistencies, and provide a higher quality product to clients.Webbula caters to organizations from Fortune 500 companies tosmall businesses, and all achieve results.Webbula enhances precision when targeting specific marketaudiences. This is accomplished by ascertaining consumer profilesthat not only focus through basic lenses such as zip code, age, andgender but also delves into consumer habits as well as proprietaryand monetary characteristics.Description of Data TypesWebbula utilizes its vast data segments to help explain past consumertrends and envision alternative future options for clientele byidentifying the proper target audience. Data categories include 400+fields of interest, including but not limited to the following purchasingareas:• Automobile/Motorcycle• Entertainment• Financial Services• Investment• Property• Socially Connected• Sports• TravelAs a further guide and tool, data is cross-referenced withdemographic information as well as the consumer’s likelihood tospend. These categories include but are not limited to:• Earnings• Education• Gender• Fiscally Responsible• Location/Address• Recent Movers• Household Demographics< 92 >< 93 >

C ontinued...C ollection MethodologyWebbula’s consumer intelligence is collected from a vast variety oftrusted 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 providersAfter making sure the information is completely reliable throughanalytics, pattern recognition and heuristics, our verified and cuttingedgealgorithms help to create ideal segments that can be modifiedand 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 tospecific clientele and seeing significant improvements in return-oninvestment.Webbula’s strategic alliances allow the offline data, whichis highly concentrated around email, to sync at a high level with oursingularly focused on-boarding partner.Use Our Data ForWebbula not only provides data for purchase but can enhancea current client list by providing demographic, purchasing andbehavioral data overlays. Data can be purchased in isolation orappended to your own customer lists. Additionally, information oncell phones, email addresses, auto, financials and life stages areall available for enhancing your own customer lists or for outrightpurchase. The combination of our data segments and filters, to profiletargeted consumers, allow for optimal results in advertisements andmarketing campaigns. Also, the data can be directly implemented fordirect mail, email, social targeting and other online channels.• Auto: Cross reference data lists to discover information ontargeted individuals or households that have a need for a newvehicle, individuals financially capable of purchasing a newvehicle and consumer habits/trends for vehicle purchase history.• Demographics: Ability to determine the occupation of aconsumer, how many children are present in the household, if theconsumer is single or married, individuals who recently changedlocations, and much more.• Finance: Information can provide useful figures on an individual’sfinancial standing, career, total income, credit cards utilized,charitable donations and net worth.• Other Retail Campaigns: Find millions of prospects’ shoppingtrends, who they buy for, what brands they use, and reach out tocompetitor customers.< 94 >< 95 >

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