BlueKai Exchange – The Largest Auction Marketplace for All Audience Data The BlueKai Exchange provides the largest source of quality intent data on over 160M consumers to power high performance in-market audience targeting across the Internet. In addition, we partner with top tier branded data aggregators (listed below) to offer data across the entire marketing funnel with over 30,000 geo, demo, occupational and social attributes to support brand initiatives at scale. The BlueKai Exchange provides a centralized approach to data buying and creates the most cost effective way to buy data across a number of 3rd party data providers. More importantly, BlueKai intent data and the in-market profile of your target audience can help drive smarter data selection across the entire marketing funnel for more effective prospecting. At BlueKai, we provide complete transparency on the trusted sources of our top funnel data and make it easy for you to select by specific brand via the BlueKai UI. In this document, we provide a summary of each data provider by brand as well as the data categories available in the BlueKai Exchange to support your branding needs.
BlueKai intent data drives high performance targeting across the funnel
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Table of Contents
InfoBase from Acxiom provides demographic, socioeconomic and lifestyle information on approximately 30 million users through the BlueKai Exchange. Data sources include self-reported surveys, registrations, and buying activity on the majority of U.S. households. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Bizo is an exclusive B2B audience targeting platform that produces the world’s largest bizographic targetable audience with rich targeting data on nearly 50 million business users monthly across hundreds of job functions, company sizes and industries. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 DataLogix provides data and technology-driven solutions for leading multi-channel retailers and brand marketers to increase the effectiveness of customer acquisition, retention and branding programs. . . . . . . . . . . . . . . . . . . . . . . . . . 5 - The DLX Data Platform™ from DataLogix is the leading source of real-world data for online advertising. . . . . . . . . . . . . . . . . . . . . . . . 5 - Nielsen PRIZM from DataLogix is the industry-leading consumer segmentation system that yields the richest, most comprehensive and precise insights available for understanding the consumer . . . . . . . . . . . . . . . . . 7 - Nielsen ConneXions uses data based on technology adoption and data consumption to model users into one of 53 different demographic segments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 - Nielsen P$YCLE monitors the financial and investment behavior of consumers, and uses this data to group them into one of 58 modeled demographic segments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 - R. L. Polk & Co from DataLogix is the premier provider of automotive information and marketing solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Lotame Solutions Inc. is the leading provider in understanding, interpreting, and activating social data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 TARGUSinfo is the leading provider of On-Demand InsightSM, delivering unrivalled consumer data to improve interactions with customers and unknown prospects in real-time. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 V12 Group aggregates multiple offline data sources to compile anonymous online audiences based on purchase activity and interest data. . . . . . . . . . . 11
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Branded Data Available on the BlueKai Exchange
InfoBase from Acxiom provides demographic, socioeconomic and lifestyle information on approximately 30 million users through the BlueKai Exchange. Data sources include self-reported surveys, registrations, and buying activity on the majority of U.S. households. Acxiom on the BlueKai Exchange Demographics
• Age* • Age Present in Household • Children Present in Household* • Dwelling Type • Education • Entering Adulthood • Estimated Household Income* • Financial Activity • Gender • Generations in Household
• Home > Assessed Value > Home Lot (Square Feet) > Home Owners > Home Pool Present > Home Size (Square Feet) > Home Year Built • Household Size • Length of Residence • Marital Status • Move Date • New Mover • Number of Adults
• Number of Generations in Household • Number of Occupants in Household • Occupation • Parental Status > Expectant Parent > New Parent • Recent Home Buyers • Recent Mortgage Borrowers • Senior Adult in Household • Vehicle in Household
Financial Activity
• Bank Card Holders • Credit Card Holders* • Frequency of Credit Card Purchases • Home Loan • Home Purchases
• Mortgage Holders > By Interest Rate Type > By Lender > By Loan Type • Net Worth
• Real Estate Investors > Estimated Numbers of Properties Owned • Transaction Counts (in past 24 months) > By Brand > By Purchases
User Interest
• Auto Work • Beauty and Cosmetics • Boating/Sailing* • Business Travel - Domestic • Cable TV • Career Minded • Cooking and Food* • Crafts • Cultural Studies • Current Affairs/Politics • Dieting/Weight Loss • Electronics and Computers* • Environmental Issues • Exercise and Health*
• Fashion • Gardening • Golf • Grandchildren • Highly Likely Investors • Home Furnishings/ Decorating • Home Improvement • Home Improvement: Do-It-Yourselfers • Likely Investors • Mail Order* • Movies and Music* • Personal Interest • Pet Owners*
• Photography • Reading* • Real Estate Interest • Self Improvement • Sewing/Knitting/ Needlework • Snow Skiing • Stocks/Bonds Interest • Sweepstakes/Contests • Travel* • Travel - Vacation - Type Time Share • Vehicle – New Car Buyer • Video Games
*Contains sub-categories Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
Bizo is an exclusive B2B audience targeting platform designed to enable marketers to target highly specific business audiences online. Bizo has the world’s largest bizographic targetable audience, producing rich targeting data on nearly 50 million business users monthly across hundreds of job functions, company sizes and industries. Bizo has a unique understanding of the bizographics of its audience- elements such as industry, job title, company size, education and location. Bizo, Sold Exclusively on the BlueKai Exchange Business Decision Maker
• Small Business Decision Maker • Technical Business Decision Makers • Education*
• Estimated Household Income* • Gender* • Genders Present in Household*
Company Size Fortune 500
• Large (1001 - 5000 Employees) • Medium (101 - 1000 Employees)
• Micro (1 - 20 Employees) • Small (21 - 100 Employees) • XLarge (5001+ Employees)
Functional Area
• C-Suite • Consultants • Creative • Engineering/Technical • Finance
• HR • Information Technology • Legal • Marketing • Medical/Health
• Nurses • Operations • PR • Sales • Scientists
Industry
• Accounting & Accounting Services • Advertising & Marketing • Business Services • Construction • Consumer Services • Education • Energy • Finance • Government
• Healthcare • Hospitality • Human Resources • Insurance • Law Firms • Management Consulting • Manufacturing • Media • Metals
• Non-Profit • Other • Pharmaceuticals • Real Estate • Retail • Software • Telecommunications • Transportation • Utilities
Seniority**
• Board Members • Executives
• Mid Management • Non Management
Under
• High Net Worth • Small & Medium Sized Business
• Home Owners* • Marital Status* • Occupation*
*Contains sub-categories ** Seniority Definition: Board Members, Executives, Mid-Management, Non-Management. This includes the titles Managing Director, Partner, Owner, Vice President and above. Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
DataLogix DataLogix provides data and technology-driven solutions for leading multi-channel retailers and brand marketers to increase the effectiveness of customer acquisition, retention and branding programs across online and traditional channels. Data sources include Polk Automotive, Nielsen PRIZM segments, NextAction Direct’s Frequent Buyers and KnowledgeBase Marketing’s demographics. DLX (DataLogix) The DLX Data Platform™ is the leading source of real-world data for online advertising. DLX Platform can apply almost any “real-world” or offline data set to the tens of millions of anonymous DLX Cookies™ across the web. By doing so, it enables media companies and agencies to communicate with well-defined audiences based on hundreds of real-world behaviors and attributes. DLX segments are: Frequent Buyers, Lifestyles, and Demographics. Consumers are not relegated to one segment, they can qualify for more than one segment as determined by their DLX Index Score. DLX Frequent Buyers (DataLogix) There is no better predictor of future behavior than how a consumer has spent his/her money in the past. DataLogix’s Frequent Buyers segments are built to find the right audience for your product or service. These are consumers that have shown a high propensity to purchase in their respective categories from across 1,200 U.S. retailers - via catalog, physical store or online. DLX Lifestyles (DataLogix) DataLogix has modeled U.S. consumers into Lifestyle segments by analyzing where consumers shop, how they shop, what products and brands they purchase, the publications they read, and their demographic and psychographic attributes. By blending these elements together, Lifestyle segments provide insights into who these consumers are, their interests and daily activities. DLX Demographics (DataLogix) DataLogix has partnered with several leading 3rd party data providers to better understand U.S. consumers and households. These segments are based on data collected from the U.S. Census, warranty cards, registration information, DMV, public record information, survey data and other offline sources. To ensure data integrity, consumers are not included in a demographic segment unless validated by at least two data sources. DLX CPG (DataLogix) DLX CPG segments specify target audiences using actual consumer shopping behavior. Rather than relying on small panels and self-reporting, DataLogix capture loyalty card purchases at point-of-sale from a wide cross-section of the nation’s leading grocery retailers to deliver a new standard in CPG audience definition. By gathering these shopping behaviors you are able to target across several individual categories ranging from baby products, to cereal buyers, to pet care buyers and everything in between. www.bluekai.com
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Branded Data Available on the BlueKai Exchange
DLX (DataLogix) on The BlueKai Exchange DLX Frequent Buyers
• Automotive Products Buyers • Cat Product Buyers • Children Products Buyers* • Consumer Electronics Buyers* • Corporate Attire Buyers* • Credit Card Holders* • Dog Products Buyers • Financial Services Customers* • Fitness Buyers* • Gifts & Flower Buyers* • Health & Wellness Buyers*
• Home Furnishings Buyers* • Home Improvement Buyers* • Investors* • Men’s Fashion & Apparel Buyers* • Online Buyers • Outdoor Sports Buyers* • Pet Supplies Buyers • Senior’s Products Buyers* • Small & Home Office Products • Women’s Fashion & Apparel Buyers*
DLX Lifestyles
• Affluent Baby Boomers • Auto Enthusiasts • Corporate Execs • Fashionistas • Female Small Appliance Shoppers • Foodies • Frequent Travelers* • Gadget Geeks • Green & Eco-Friendly • Healthy & Fit
• High Spenders • Luxury Sports New Parents • Outdoor Enthusiasts • Seniors • Shopping Addicts • Soccer Moms • Spa Mavens • Sportsmen • Trendy Homemakers • Young & Hip
DLX Demographics
• Age* • Education* • Estimated Credit Utilization* • Estimated Household Income* • Estimated Net Worth* • Family Member Age* • Gender* • Home Owner or Renter*
• Length of Residence* • Median Home Value* • Number of Adults in Household* • Occupation* • Presence of Children* • Type of Dwelling* • User Hobbies & Interests*
DLX CPG
• Baby & Children* • Beverage Buyers* • Cereal Buyers • Coffee Buyers • Cookie Buyers • Frozen & Packaged Food Buyers
• Health & Beauty* • Household Cleaners and Supply Buyers • Natural & Organic Buyer • Petcare Buyers* • Premium Brand Buyers • Salty Snack Buyers
*Contains sub-categories Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
Nielsen PRIZM (DataLogix) Nielsen PRIZM is the industry-leading consumer segmentation system that yields the richest, most comprehensive and precise insights available for understanding the consumer. PRIZM combines demographics, consumer behavior and geographic data to help marketers identify, understand and target their customers and prospects. Every U.S. household is defined in terms of 66 demographic and behavior types or categories to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. Consumers can be targeted at the individual category level or high-level groups relating to life stage or social group. Nielsen PRIZM (DataLogix) on the BlueKai Exchange Lifestage Groups
• Family Life* • Mature Years* • Younger Years*
Social Groups
• Second City* • Suburban*
• Town and Country* • Urban*
*Contains sub-categories Categories shown are subject to change
Nielsen ConneXions ConneXions is a household segmentation system that groups consumers into 53 segments based on voice, data and video consumptions, as well as consumer technology adoptions. There are 53 ConneXions segments that fit within 10 lifestage groups based on a combination of technology, age, adoptions, and family structure. Nielsen ConneXions on the BlueKai Exchange Family Life
• Early – Adopting Elite > Connected Country > High-Tech Society > Plugged-In Families
> Tech Nests > Technovators • Frugal Folks* • Suburban Spenders*
Mature Years
• Elderly Traditionalists* • Mature Mid-Techs* • Offline Seniors*
• Wireless White- Collars > Cyber Sophisticates > WiFi Warriors
Younger Years
• Emerging Techies* • Young & Wireless > Generation WiFi > Satellites & Silos
> The Pragmatics > Time Shifters > You & I Tunes • Young Startups*
*Contains sub-categories Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
Nielsen P$YCLE P$YCLE is a household segmentation system that groups their consumer data into 58 segments based on income producing assets as well as a variety of financial and investment behavior. The 58 P$YCLE segments are grouped into 12 lifestage groups based on family structure, age, as well as income and assets. Nielsen P$YCLE on the BlueKai Exchange Family Life
• Flourishing Families > Big Spenders > Family Fortunes > Feathered Nests > Midlife Highlife
• Mass Middle Class* • Upscale Earners* • Working-Class USA*
Mature Years
• Financial Elite* • Midscale Matures* • Retirement Blues* • Upscale Empty Nests > Annuity-ville
> Civic Spirits > Savvy Savers > Travel & Antiques • Wealthy Achievers*
Younger Years
• Fiscal Fledgelings > Bottom-Line Blues > Young Urban Renters
• Metro Mainstream* • Upwardly Mobile*
*Contains sub-categories Categories shown are subject to change
Polk Automotive (DataLogix) R. L. Polk & Co is the premier provider of automotive information and marketing solutions. Polk works directly with vehicle manufacturers, aftermarket companies, dealer groups, insurance companies and agencies to provide data-driven marketing solutions. It allows advertisers to reach potential buyers by vehicle type or budget, discover what’s most likely in a prospect’s garage, identify how much a prospect is most likely to spend, and target car owners based on whether they are more likely to buy parts and perform repairs themselves, or have the service performed by a professional. Polk Automotive (DataLogix) on the BlueKai Exchange Purchase Predictor
• By Budget (likely to spend)* • By Vehicle Type*
Repair Profile
• Do It For Me • Do It Yourself
Vehicle Affinity (likely to own)
• By Age of Vehicle* • By Make (Brand)*
• By Vehicle Type*
*Contains sub-categories Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
Lotame leads the market in understanding, interpreting, and activating social data. Lotame enables participating brands to connect with custom social audience segments developed by a rich set of data profiles, behaviors, actions and interests. In addition, Lotame shares demographic data including age, gender, and parental status. Lotame offers 23 different social audience types, each developed based on hundreds of marketers, thousands of campaigns, and billions of measured daily human behaviors. Lotame on the BlueKai Exchange Demographic
• Age* • Gender* • Parental Status*
Prepackaged Social Audiences
• Advertisers/Marketers • Affluencers • Animal Lovers > Pet Owners > Dog Lovers > Cat Lovers • Arm Chair Diplomats • Art Devotees • Book Worms • Cinematiques > Action/Adventure Movie Fans > Children/Family Movie Fans > Comedy Movie Fans > Drama Movie Fans > Sci-Fi Movie Fans • Collegiate Minded > College Students • Fashionistas > Clothing Shoppers > Cosmetic Shoppers > Trendsetters > Accessorizers
• Foodies > Chefs for Fun > Food Industry People > Sweet-Aholics • Gaming Addicts > Video Gamers > Online Gamers • Go Green • Health & Fitness Buffs > Gym Rats • Jet Setting Travelers > Local Travelers > International Travelers > Vacationers • Matriarchs • Motor Heads • Music Masters > Pop Music Masters > Hip Hop Masters > Rock Music Masters • Pro Shoppers • Scholars • Shutterbugs > Photographers > Videographers > Digital Artists > Photo/Video Uploaders
• Single & Looking > Online Daters > Social Singles • Social Media Users > Bloggers > Social Networkers • Sports Nuts > Basketballers > Baseballers > Footballers > Water Sports Nuts > Fantasy Leaguers • Tech Savvy > Gizmo/Gadget Users > Software Developers • TV Couch Potatoes > Pop Culture Obsessed > Animation TV Fans > Drama TV Fans > News TV Fans > Comedy TV Fans
*Contains sub-categories Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
TARGUSinfo is the leading provider of On-Demand InsightSM, delivering unrivalled consumer data to improve interactions with customers and unknown prospects in real-time. AdAdvisor Segments powered by TARGUSinfo provide demographic, life event, and propensities segmentation data via groups of homogeneous households that have similar demographic, lifestyle and product interests. These segments can be used to identify audiences that are more likely to be interested in a product or service based on offline survey, online & offline purchase, or online browsing data. Using these segments allows bringing offline data online in a privacy friendly manner. TARGUSinfo on the BlueKai Exchange Audience Profiles
• Easy Urban Seniors • Rural Tech Seekers • Small Town Seniors
• Suburban Family Friendlies • Tech Family Leaders • Urban Family Followers
• Young Mobile Adopters • Young Urban Explorers
Demographic
• Age* • Age of Household Head* • Education* • Employment Status*
• Estimated Household Income* • Gender* • Home Owner or Renter* • Likelihood of Children
• Marital Status* • Neighborhood Type* • Occupation* • Presence of Children*
Propensities
• Arts and Entertainment* • Automotive* • Beauty Products* • Education* • Food & Drink*
• Healthcare Products* • Hobbies & Interest* • Household Products* • Important Life Events* • Personal Finance*
• Pets* • Shopping* • Style & Fashion* • Technology & Computing* • Travel*
*Contains sub-categories Categories shown are subject to change
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Branded Data Available on the BlueKai Exchange
V12 aggregates multiple offline data sources to compile anonymous online audiences based on purchase activity and interest data. Their multi-channel consumer file is one of the largest consumer databases in the direct marketing industry allowing marketers to target users based on demographic, geographic, lifestyle, interest, and behavioral data. This database is an aggregated file built from more than 40 compiled sources as well as hundreds of selectors to improve targeting. V12 Group has developed eight unique audience categories that allow relevant ad targeting to the most accurate audience. With over 196 audience segments, V12 Group can help reach the most relevant audiences for your campaign. V12 Group on the BlueKai Exchange Demographic
• Age* • Education* • Family Position* • Gender*
• Household Size* • Housing Attributes* • Lifestages* • Lifestyles*
Auto
• Car Enthusiasts • Motorcycle Enthusiasts
• RV Owners • Truck Owners
Buyers
• Books • By Internet Order • By Mail Order* • Female Merchandise • Food
• General Merchandise • Gifts & Gadgets • Home Décor • Home Improvement • Magazines
Entertainment
• Avid Readers • Entertainment Enthusiasts
• Magazine Readers* • Music Enthusiasts
Finance
• Bank Card • Credit Card • Credit Utilization*
• Household Income* • Investments • Retail Card
• Wealth Decile*
Sports & Fitness
• Baseball • Basketball • Fitness • Football • Golf
• Great Outdoors • Healthy Living • Nascar • Running • Scuba Diving
• Snow Skiing • Sporting Interest • Sports
Travel
• Business • Cruises
• Enthusiast • Personal
• Occupation* • Presence of Children*
• Male Merchandise • Pets • Self-Improvement Products • Sweepstakes Contests
*Contains sub-categories Categories shown are subject to change © 2010 Blue Kai, Inc. All rights reserved. [082010]
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