Oracle Data Cloud

Data Directory
Table of Contents

Meet the Data Hotline 4 Cardlytics 50 i360 96 Ranker 140

Oracle B2B 6 Compass 52 i-Behavior 98 Retargetly 142
Oracle BlueKai Intent 8 comScore 54 Infogroup 100 Scanbuy 144
Oracle BlueKai Validated Demos 10 comScore TV 56 IRI 102 Semasio 146
Oracle Curated Television 12 Connexity 58 IXI 104 SirData 148
Oracle Datalogix 14 Cross Pixel 60 Kantar Media 106 Skimlinks 150
Oracle Datalogix UK 18 Cuebiq 62 Lotame 108 Solve Media 152
140 Proof 20 Datacratic 64 MasterCard Advisors 110 Specialists Marketing
33Across 22 DataLab 66 MaxPoint 112 Services 154
AcquireWeb 24 Dataline 68 Media Source Solutions 114 StatSocial Powered by
Acxiom 26 Data Mentors 70 Merit Direct 116 IBM Watson 156
AddThis 28 Datamyx 72 Merkle 118 TiVo Research 158
Adgnitio 30 DataXpand 74 Navegg 120 TransUnion 160
Affinity Answers 32 DeliDataX 76 Near 122 TruSignal 162
Aidata 34 Dun & Bradstreet 78 Neustar 124 Twine 164
ALC 36 Edmunds 80 Omnibus 126 V12 Group 166
Alliant 38 Evite 82 OneAudience 128 #Home by Vendigi 168
AmeriBaseDigital 40 Experian & Experian UK 84 PlaceIQ 130 Visa Audiences 170
Analytics IQ 42 Financial Audiences 88 Profound Networks 132 VisualDNA 172
Are You a Human 44 Forbes 90 Proxama 134 Webbula 174
Blue Kangaroo 46 GfK 92 PushSpring 136 WhoToo B2B Targets 178
Bombora 48 Gravy 94 Qualia 138 Ziff Davis 180
Meet the
Data Hotline
The Data Hotline provides quick answers to any audience challenge.
We work with agencies, media and ad tech partners to deliver the best
audience recommendations by leveraging the 40+ data partner solutions in
our marketplace.
Our team of data experts are here to help with any audience challenge with
turn around times in under 24 hours. Together, well work to quickly identify the
best solutions to achieve your or your clients goals.
Audience Recommendations Collateral needs
Audience Sizing Case studies
Order Custom Audiences Measurement Feasibility
RFP Support Order Measurement Study
Product Education Onsite Support

Contact us at [email protected]

4 | Oracle Data Cloud

 Industries & Occupations (includes 21 expandable categories)
Roles
Sales Volume
Login to the BlueKai Partner UI for the full listing of segments.

Use Our Data For:

Oracle B2B: Use this data to target business users at specific accounts or from a variety of
fields, occupations and career levels.

A Buyers Guide
Oracle B2B Data 101
Reach more than 400MM business professionals with Oracle B2B.
Aggregated from industry leading data providers, our B2B offering features
more than 700+ Oracle Curated categories for granular audience creation.
Execute Account-Based Marketing campaigns at scale with Company
targeting. Target existing and prospective B2B audiences at specific Accounts/
Companies that are important to you. Enjoy enhanced scale and accuracy
across general B2B targeting categories like Company Size, Title, Industry
and Functional Area. Take advantage of even more granular categories like
Company Age, Sales Volume, Employee Type and more.
Find this offering located under the B2B node in the BlueKai taxonomy.

Description of Data Types:

Categories for the following B2B segments
Classes
Company Age
Company Name (for Account-Based Marketing)
Company Size
Employment Status
Groups

6 | Oracle Data Cloud 7 | Data Directory

 Collection Methodology:
Oracle BlueKai aggregates and classifies intent data from top data providers
in seven key vertical markets. This data is organized and qualified by a team of
Classification Taxonomists, to ensure that all users who are tagged as
in-market have indeed taken actions online to declare themselves as such.

Oracle BlueKai Intent:

Use Our Data For:
Leverage Oracle BlueKai data for lower-funnel campaigns for targeting preci-
sion at scale. Oracle BlueKai In-Market Auto data has been seen to enhance

A Buyers Guide
campaign performance by 30x versus other intender auto data sources, and
Oracle BlueKai In-Market data across verticals has powered campaigns to
see an average of 200-300% lift in performance.

Oracle BlueKai Intent Data 101

Oracle BlueKai Intent data offers unparalleled data depth and breadth for
branding and direct marketing initiatives, across seven key in-market verticals,
and over 30,000 targeting attributes. Oracle BlueKai users who are bucketed
into in-market categories are qualified consumers who intend to buy a
particular product or service in the near future. Oracle BlueKai qualifies these
consumers through specific actions which indicate intent to buy on top tier
ecommerce, financial, retail, online travel agency sites. Sample actions include
interactions with a search function (either via search widget, or entering in a
keyword), product comparison, loan calculators, etc.

Description of Data Types:

In-Market Real Estate Data In-Market Retail Data
In-Market Auto Data In-Market Services Data
In-Market Travel Data In-Market CPG Data
In-Market Education Data Interest Data
In-Market Financial Data Predictors Data

8 | Oracle Data Cloud 9 | Data Directory

Oracle BlueKai
Validated Demos:
A Buyers Guide
Oracle BlueKai Validated Demos Data 101
Oracles Validated Demos are built by sourcing the best online and offline Age Broad
demographic data from BlueKai, Datalogix and leading third-party data 18-20
partners. These audiences are then validated by both comScore vCE and 21-29
Nielset DAR (Digital Ad Ratings). This means that campaigns leveraging Oracle 30-39
Validated Demos will receive higher scores on campaign verification reporting 40-49
across these industry-leading services. 50-64
Oracle Validated Demos can help you improve accuracy of video targeting. 65 & older
More accurate demographic data will also help you make smarter decisions Gender
during the pre-bid process to increase media efficiency. Male
Description of Data Types: Female
Age Narrow
Expected Performance of Oracle Validated Demos
18-20 45-49
On average, segments see a 2x lift in in-target performance against
21-24 50-54
comScore and Nielsen benchmarks
25-29 55-64
Scores as high as 85%+ for age/gender groups against vCE and DAR
30-34 65-69
validation
35-39 70-75
40-44

10 | Oracle Data Cloud 11 | Data Directory

 Description of Data Types:
These viewership-based categories are currently available under Television
within the BlueKai Curated taxonomy:
Dayparts
Genres
Networks

Oracle Curated Shows

Viewing Frequency

Television: Use Our Data For:

The BlueKai Television segments help marketers plan digital media much like
TV. Whether you want to engage a high-value audience in a more cost-ef-

A Buyers Guide fective channel or youre trying to add frequency against an existing TV buy,
BlueKai Television makes it easy. For example, work with a video network and
mimic your TV audience buy supplementing more precise viewership data for
frequently used demographic and gender data.
Oracle Curated Television Data 101
Oracle BlueKai Television data found in the BlueKai Marketplace offers
advertisers the ability to target digital ads based on the television shows
users watch. This includes viewership data aggregated from top connected TV
platforms. More than 600 BlueKai Television categories can help extend your
TV ad strategies to the digital channel.
Here are some of the advantages to using Oracle BlueKai Television data:
Volume By aggregating from top data providers you can tap into
550MM unique consumers
Variety Includes categories like TV viewership by Networks, Genres,
Dayparts & Shows
Platform Tools Audience & site analytics reporting allow for insights
discovery, category recommendation & sophisticated audience creation

12 | Oracle Data Cloud 13 | Data Directory

 DLX Finance Reach audiences based on financial behavior including credit
cards, home value, net worth, income and more
Source: Offline data on 110+ million households from U.S. Census, public record
housing & deeds, permissible credit header sources
DLX Lifestyles Reach audiences based on offline validated interests,
purchases and activities

Oracle Datalogix:
Source: Offline and online purchase, demo and financial data on 110 million HHs
DLX Philanthropy Reach audiences based on charitable affinities and
propensity to donate

A Buyers Guide Source: 3+ billion donation records across U.S. households

DLX Proximity Reach households based on distance to local retailers
Source: Offline address data and latitude/longitude coordinates of retail locations
DLX Retail Reach product, brand and category buyers across 54 categories
Oracle Datalogix Data 101
and 1000+ subcategory classifications
Oracle Datalogix (DLX) data is the premier solution when looking for offline
Source: 10+ billion SKU-level transactions across 1500 leading retailers
purchase and activity based audiences. With data on more than 110 million
HHs and $2 trillion in consumer spending, the Oracle Data Cloud helps adver-
tisers, agencies, and media partners build precision-based data strategies.

Description of Data Types:

Over 1800 pre-built audiences as well as custom audiences to meet an
advertisers exact targeting needs across the following categories:
DLX Auto Reach audiences in market, near market & likely vehicle owners.
Source: IHS Automotive 20+ years of ownership data and 350+ data points
DLX B2B Reach businesses by industry, size, age, sales and more
Source: 70+ data sources matched to both offline business and consumer data
DLX CPG Reach product, brand and category buyers across the lifecycle
Source: UPC level purchases from 50+ retailers across grocery, club, mass and
drugstore
DLX Demo Reach top ranked AGI (age/gender/income) audiences and other
demographic attributes
Source: Offline data on 110+ million households from U.S. Census, public records,
DMV and more
Continued
14 | Oracle Data Cloud 15 | Data Directory
Oracle Datalogix Continued

DLX Seasonals Reach audiences based on each seasons biggest spending

occasions
Source: Retail, CPG and Lifestyles data on over 110+ million households
DLX Subscription Reach known subscribers of long-term services including
insurance, cable, mobile and more
Source: Demographic, geographic, financial and consumer purchases
DLX TV powered by TRA Reach TV viewing audiences based on the
shows, networks and genres they watch most.
Source: TRAs set-top-box exposure data from 4.4 M HHs
DLX OnRamp Convert any CRM, or offline file, into an online audience for a
1:1 direct match. Add DLX OnRamp Audience Extension to find new customers
that spend just like your best customers.

Collection Methodology:
Oracle Datalogix audiences are derived from offline verified data, coupled with
one-to-one deterministic matching, guaranteeing the most accurate audiences
available online. The Oracle Datalogix data engine is fueled by:
110 million U.S. Households
10 billion SKU-level transactions
$2 trillion in consumer spending
1500+ leading brands

Use Our Data For:

Use Oracle Datalogix data for any marketing objective. From awareness to
in-market, our data hotline team can recommend the best audiences to help
reach your goals.

[email protected]

16 | Oracle Data Cloud

 DLX Lifestyles Reach audiences based on their interests, tastes, preferenc-
es and activities
Source: Combination of known online and offline purchase, demo & financial data
DLX Retail Reach audiences across any Retail category and product
Source: 1 Billion data points across 250+ leading sources

Oracle Datalogix UK:

Collection Methodology:
The strongest predicator of future buying behaviors is past purchases. Oracle
Datalogix audiences connect marketers to customers and prospects based on

A Buyers Guide
their purchase history.
Oracle Datalogix audiences connect marketing to sales:
80% of UK Adults
1 Billion data points
Oracle Datalogix UK Data 101
65 Billion in spend
Oracle Datalogix (DLX) data is the premier solution when looking for offline
purchase and activity based audiences. With data on over 90% of UK 250+ sources
households and over 65 billion in consumer spending, the Oracle Data Cloud
Use Our Data For:
helps advertisers, agencies, and media partners build precision-based data
Oracle Datalogix UK audiences provides audiences for:
strategies.
Consumer packaged good brands
Description of Data Types: Auto brands
Access 200+ pre-built online audiences. Each includes a combination of Campaigns targeting
purchase-based data, rich demographics and deep financial insights so you can precise audience
target with precision. profiles
DLX Demo Reach over 45 demographic based audiences from top industry
offline sources
Source: Created from multiple double verified online data, insurance rolls, public
records, survey data and more
DLX Finance Reach audiences based on income, net worth and more from
top offline industry sources
Source: Known double-verified offline data, including UK census, electoral rolls,
survey data and public record information

18 | Oracle Data Cloud 19 | Data Directory

 Collection Methodology:
At the core of 140 Proofs data analysis engine is the concept of asymmetrical
social connections. Although we also analyze social content, the scalable
magic of social is connections, such as: follows, check-ins, re-blogs, pins, likes,
or shares. These connections drive scale of 700+ million social users across
various social networks. 140 Proof data consumes paid and public social APIs

140 Proof:
and first-party data collected from mobile application partners.

A Buyers Guide Use Our Data For:

Mid funnel prospect generation
DATA TYPES: Auto, B2B, CPG, Travel
Targeting based on social influencers
140 Proof Data 101 Building audience of hard to find users such as spicy food lovers
140 Proof is the only data company to leverage social connections and machine Machine learning look-a-like modeling and audience extension
learning modeling to find the most accurate, deterministic audiences at scale.
Our orthogonal approach, using interests and supernodes to target interested
consumers, allows brands to have unique method for building audiences.

Description of Data Types:

140 Proof uses the Blended Social Interest Graph machine-learning algorithms
build audiences in mobile applications at scale for some of the largest brands
across:
Automotive
B2B Business to Business
Beauty
CPG Consumer Packaged Goods
Entertainment
Fashion
Health & Wellness
Technology
Travel

20 | Oracle Data Cloud 21 | Data Directory

 Examples of what composes an audience category
Expecting Parents:
11MM+ Monthly Uniques
250MM+ Page Views
4MM+ Copy & Paste Activities
2.5MM+ Searches

33Across:
A Buyers Guide Collection Methodology:
33Across has code on over one million publisher sites, allowing us to collect
DATA TYPES: Auto, B2B, Behavioral, CPG, Financial, Partner Initiated ID over 30 billion intent and interest signals. We can collect unique social data,
Syncing, Political, Retail, Seasonal, Server Side Data Transfer, Social/Lifestyle like copy and paste, which paints a more accurate picture of consumer intent.
Our in-house DMP compiles and analyzes data from over 1.4 billion users
33Across Data 101 monthly to build audiences for distribution.
For more than seven years, 33Across has created advanced data models for
Fortune 1000 brands. With code on more than one million publisher sites, our Use Our Data For:
publisher network yields more than 30 billion intent and interest signals from Target and/or measure consumers
content consumption, copy and paste sharing, search keywords and social according to their current interests
behaviors. and social behaviors.

Description of Data Types:

Top 10 Categories
Auto
Beauty
Finance
Fashionistas
Health & Wellness
Entertainment
Environmentally conscious
Expecting parents
Food & Beverage (CPG)
Travel

22 | Oracle Data Cloud International: UK, FR, DE, CA, IT, SP 23 | Data Directory
 Acquire Research Active interest research behavior data showing
likelihood to purchase.
Acquire Businesses Comprehensive business firmographics providing
insight into business industry, location, type and size. Small and home-
based business decision makers active in market for product categories.
Acquire Audience Custom on-boarding of any CRM or third-party
data set for targeting audiences.

AcquireWeb:
A Buyers Guide Collection Methodology:
AcquireWeb generates our linkage to IP by leveraging our 250+ million internal
DATA TYPES: Analytics, Auto, B2B, Behavioral, CPG, email activity database, unique partnerships for additional email activity data,
Data Access/Audience On, Demographic, Financial, Offline Match, Political, proprietary platform web-traffic data, publically available industry data, 26
Retail, Social/Lifestyle, Travel million record business database and proprietary algorithms analyzing recency,
frequency and sourcing. Once the IP to Geo is established, we rely on third-par-
AcquireWeb Data 101 ty partnerships with the largest and most respected offline data compilers to
AcquireWeb expertise in consumer identity allows us to find and validate provide the targeting insight across thousands of segments.
customer identities across multiple data silos, marketing channels and contact
points. This provides marketers with a complete picture of their customers
Use Our Data For:
and interactions. We understand the importance of privacy, so our on-line Targeting specific attributes established through years of offline data
targeting is done using our vast database of more than 200 million business compilation
and consumer IP addresses. These are linked to our proprietary geographical Granular targeting
data; third-party partner data is linked at the ZIP+4 level. across 300MM+ unique
devices allowing for
Description of Data Types: specific targeting with
Acquire Location Business and consumer location targeted down to reach
the Zip+4 neighborhood level. As an ideal standalone;
Acquire Consumers Household demographic, lifestyle, propensity, however, it works well
psychographic, ownership, real estate, political and many other in conjunction with
characteristics. cookie-based solutions
Acquire Auto In-the-market propensities and self-reported ownership where reach & scale
segments. are not optimal
Acquire Shoppers Summarized transaction data in CPG and retail.

24 | Oracle Data Cloud 25 | Data Directory

 Categories (for a full list see the BlueKai taxonomy)
Automotive
Business
Charities and Causes
Consumer Packaged
Goods

Acxiom: Demographic
Financial

A Buyers Guide
And more...

Collection
Methodology:
DATA TYPES: Auto, B2B, Behavioral, CPG, Demographic, Financial, Offline Widest Sources Accurate,
Match, Political, Retail, Seasonal, Social/Lifestyle, Travel actionable data compiled
from a diverse network of credentialed, global data partners - using detailed
Acxiom Data 101 purchase, survey, life stage, interests, and wealth inputs.
Acxiom is an enterprise data, analytics and software as a service company. Best Recognition Unparalleled ability to connect people across channels,
We compile insights on known consumers and households to provide the time and name change at scale by linking our repository of offline data to the
most accurate, comprehensive, up-to-the-minute data available. This enables online world.
advertisers to understand, identify and target audience segments, whether
the channel used to connect is online, mobile, television, email or direct mail. Effective Analytics Predictive models applied against the full consumer
Our secret sauce is how well we ingest, clean, match, enhance and distribute population deliver optimal reach and accuracy by combining attitudes, motiva-
diverse data sets at scale in a privacy-compliant way. tions, intentions, and purchase considerations.

Description of Data Types:

Acxiom brings the power of our industry-leading data brands to omni-channel
marketing. Our proven balance of coverage and accuracy is essential to
Use Our Data For:
generate high quality consumer data.
Leverage rich insights to reach, attract and retain relevant audiences across
InfoBase Fact-based data collected on real people and households devices and channels.
Personicx Lifestage Segmented households with similar family structure, Create highly qualified audiences by mixing, matching and layering
financial means, motivations, interests and behaviors elements.
Audience Propensities Predictive models leveraging rich consumer insight Find look-alikes and extend reach with new prospect segments.
sources and modeled against all consumers for accuracy and reach Optimize offers and messages.
Leverage data filters and apply suppression.
26 | Oracle Data Cloud 27 | Data Directory
 Collection Methodology:
AddThis sees observed and declared actions for each unique visitor on every
page across our 15M site-strong publisher network. Our proprietary blend
of observed (e.g., arriving on site from search, content on page, reading on
article, scrolling, watching a video) and declared (e.g., click, like, share, follow,
print) data yields a holistic picture of each users true web habits, interests

AddThis:
and preferences in real-time providing unmatched audience insight and
unparalleled audience segment quality and scale.

A Buyers Guide
Use Our Data For:
DATA TYPES: Auto, B2B, Behavioral, CPG, Demographic, Financial, Offline Understanding how consumers in your CRM act across the web
Match, Political, Retail, Seasonal, Social/Lifestyle,Travel
Reaching hard to find users with a specific interest or intent
AddThis Data 101 Marketing to your brand advocates & socially active consumers
AddThis helps brands build more authentic customer relationships through Finding users who are likely to convert by modeling your existing
insight, activation and personalization products powered by the AddThis Audi- converters
ence Intelligence (Ai) platform. AddThis Ai processes the real-time interest and
intent data from 1.9B monthly uniques across 15M domains. AddThis reach,
combined with world-class data science and seamless integration across
the marketing ecosystem, gives marketers and advertisers unprecedented
transparency into target audiences and enhances their ability deliver effective
personalized experiences across paid and owned media.

Description of Data Types:

AddThis has intent-based segments, interest segments and includes social
data segments. These high performance segments have great reach and scale
in the industry. AddThis pinpoints in-market prospects that are the most likely
to convert and are optimized and scaled using social and behavioral data.
AddThis also models all the search, social and metadata with a full data
science team. All data types are available to target international audiences
in almost all countries. 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).

28 | Oracle Data Cloud International: UK, CAN, AUS, FR, DE, BR, SP, MEX, JPN, IN, IT, KR, ID 29 | Data Directory
 Demographic Insights High-confidence demographic insights based
on device and user signals
App Insights Installed app ownership and usage derived audiences

Adgnitio: Collection Methodology:

Adgnitio uses exclusive technology to collect user-permissioned, deep

A Buyers Guide
device-level data via our SDK. Datasets collected include a unique, full view
of installed apps and browsing habits, coupled with frequency of usage and
site visitation. This data then runs through a proprietary algorithmic scoring
model to rank and weigh the results against the average user. We then use
DATA TYPES: Auto, Demographic, Financial, Retail, Social/Lifestyle, Travel ultra-strict classification rules to tag users falling within the highest percentile
into each relevant audience.
Adgnitio Data 101
Adgnitio directly collects and analyzes the most comprehensive mobile Use Our Data For:
dataset available in the market today. We factor behavioral patterns and clear Adgnitio mobile audiences are crafted with todays modern marketers in mind.
intent signals, tied to browsing habits and deep-app usage analytics, into our Use Adgnitio data to power all your mobile advertising and marketing needs
complex algorithmic scoring model. The result is high-performing and impactful across channels including:
mobile audiences for todays modern marketers. Eliminate guesswork, know High-Performing Mobile Display and In-App Campaigns
who youre reaching, and ensure your marketing budget goes further thanks to
Mobile Site-Side Optimization
Adgnitio data and the power of mobile knowledge.
Mobile Dynamic
Description of Data Types: Creative
Optimization
Adgnitio crafts mobile audiences focused on Intent & Interest, Lifestyle, Brand
Affinity, Demographic Insights and App Insights. Acquisition,
Branding &
Intent & Interest Users who have demonstrated acute interest or App-Install
intent to purchase-related products/services Efforts
Lifestyle Audiences based on a combination of relevant behaviors and
patterns focused around key lifestyle-group characteristics
Brand Affinity Users who have demonstrated high-interest and affinity
with specific brands

30 | Oracle Data Cloud Mobile International: US, UK, FR, IT, DE, BR, MEX 31 | Data Directory
 Collection Methodology:
Affinity Answers observes brand engagement activity across Facebook,
Instagram and Twitter for over 40,000 brands. Comments, uploaded photos,
retweets, etc. not page likes or follows reveal brands consumers want
to engage and consider relevant. These affinities, mapped to Oracle BlueKai
cookies, are organized into brand segments.

Affinity Answers: In TV Audience Extensions, TV ad occurrence data helps identify fans of shows
who socially engaged with the brand during the flight, resulting in brand
segments of ad responders.

A Buyers Guide
Use Our Data For:
DATA TYPES: Social/Lifestyle
Extending reach to untapped audiences when the primary audience has
Affinity Answers Data 101 been exhausted.
Affinity Answers observes 275 million global social media users daily who Reaching competitors prospects before loyalty is cemented
tell the world about brands they love. Active engagement uncovers brand Renewing interest for new products and releases.
connections, which are not always intuitive, such as GoPro fans who love Reaching lifestyles/lifestages via entertainment segments fitting brands
BMW. Targeting BMW lovers likely to be receptive to GoPro ads extends broader vision.
digital campaign reach to relevant consumers providing additional scale. Driving digital conversion, increasing frequency among TV ad viewers (TV
Affinity segments represent critical audiences between casual awareness and Audience Extensions)
the expensive ad impression driving conversion into a sale.

Description of Data Types:

Affinity Answers provides approximately 1,200 qualified consumer segments
covering verticals such as Entertainment (including TV, Music, Celebrities,
Sports, Movies, and Apps), Auto,Travel, Retail, CPG, and many others with
audiences that are aware of your category and likely to engage, but do not
have set brand preferences that would require conquesting techniques. In
addition, 79 TV Audience Extension segments, which are designed to digitally
extend brands TV ad efforts, are available.

32 | Oracle Data Cloud 33 | Data Directory

 Collection Methodology:
Aidata audience comes from a variety of sources that guarantee a 360 picture
of user behavior. The main ones are:
Publisher partners;
Telco operators data;
Advertising platforms;

Aidata: Browser plugins, widgets, social networks, etc.;

Offline and online payment providers.

A Buyers Guide
We aggregate data from more than 600,000 domains. Our technology gives us
the opportunity to analyze around 1.3 billion data points that form around 1700
audience segments.

DATA TYPES: Auto, Behavior, CPG, Demographic, Finance, Retail,

Social/Lifestyle, Travel
Use Our Data For:
Aidata Data 101 Our Audience segments may be utilized for all verticals. Two distinct business
Aidata is a smart data company that reduces information clutter for consumer, cases for the use of our data are:
providing smarter audience buying decisions for agencies, DSP/ATD/SSP
clients are looking to reach large audiences with broad demographic or
platforms and publishers. Our approach is to build a 360 degrees overview of
behavior targetings;
the user performance in digital world.
clients are looking for a very precise audience to maximize campaign
Description of Data Types: performance.
Demographic - a choice of 100% self-declared by user, or a high-quality
look-alike with the confidence of no less than 75%;
Behaviour/Interests - data gathered by analyzing users actions
throughout all possible resources on internet;
Purchase intents - short-term data, collected from pages of particular
interests. Data in these segments is renewed every single day to filter
out users with satisfied intents. Intent validity is verified through the
integrations with payment providers.
With the use of proprietary technology Aidata aggregates data from the
extensive partner network and is able to provide insight into the audience of
700 million individuals worldwide. Our main advantage is flexibility and ability
to create custom segments to satisfy customers needs.

34 | Oracle Data Cloud 35 | Data Directory

 Auto+ Allows you to reach automobile, boat & motorcycle owners
based on actual ownership records
We can also build customized segments utilizing hundreds of attributes for
specific needs.

Collection Methodology:

ALC: A Buyers Guide

With over 35 years of experience working with major brands, ALC leads the
data marketing industry building accurate audience targets by aggregating
best-of-breed, ground truth data to deliver both precision and scale. ALC

DATA TYPES: Auto, B2B, Behavioral, CPG, Demographic, Financial, Offline

Match, Political, Retail, Seasonal, Social/Lifestyle, Travel

ALC Data 101 Digital Audiences foundation is the postal or physical address, which serves
ALC Real World Data is different. Its built with fact-based, location-centered as the anchor to link hundreds of personal attributes. Our audiences are built
data. It provides a deeper understanding of the people youre targeting. It has from multi-sourced, verified information about an individual, rather than
no cookies to erase and cant be cleared. ALC Real World Data is rooted in imprecise scores, surveys, or models.
reality, and doesnt rely on inferences or faulty models. Our high-performing
offline audiences are now available in the digital space with ALC Digital Use Our Data For:
Audiences, and are proven to drive enhanced ROI for both B2B and B2C Brands. ALC Digital Audiences offer scale plus precision segmentation to reach
powerful and influential audiences. Use it to drive results and awareness
Description of Data Types: for travel, auto, financial services, consumer products, luxury merchandise,
Our ground truth data rises above scores, models and surveys to give market- advocacy, philanthropy and more. More than 700 targeted audiences allow
ers audience segments that get real results. WIP Audience Segments include: digital marketers to target with scale, while minimizing waste.
Wealth Window The Nations Top 1% of Consumers Based on
Possessions, Positions & Proclivities.
ALC MD+ Comprehensive Coverage of Healthcare Professionals by
Specialty with Unparalleled Selectivity
ALC B2B Deep & Broad Access to Business Decision-Makers from
Brand new and SOHO companies to Fortune 500 Corporations
Newborn Network New & Expecting Parents with a Multitude of
Needs for their Growing Families
Political Precision powered by Aristotle Represents the most
current & comprehensive voter data for campaigns and causes

36 | Oracle Data Cloud 37 | Data Directory


Auto Sourced from service departments nationwide and enriched with
additional consumer purchase behavior.
Demographic Diverse audience segments based on their various life
stages, family composition and education.
Composites Large-scale audiences combining product purchase, perfor-
mance, demographic and lifestyle data.

Alliant: A Buyers Guide

DATA TYPES: Auto, CPG, Demographic, Financial, Offline Match, Political,
Retail, Social/Lifestyle, Travel
Collection Methodology:
Alliant aggregates data directly from hundreds of leading direct-to-consumer
Alliant Data 101 marketing brands, which is then transformed to create a unified view of
Alliant provides marketers with access to a unique source of predictive data, consumer-purchasing behavior. Our database includes detailed behavior across
powerful data science and strategic insight into consumer behaviors. Utilizing 10 billion purchases, as well as demographic and lifestyle data on more than
actual multichannel transactional datain combination with demographic, 270 million U.S. consumers.
lifestyle, social and auto dataAlliants digital audiences connect brands with
responsive consumers across devices and platforms. Alliant audiences are
Use Our Data For:
successful for both branding and direct-response campaigns. Targeting consumers qualified and validated based on real purchase data and
proven to be responsive to brand advertising and promotional offers.
Description of Data Types:
Product Purchase Consumers with a proven track record of purchasing
specific product types.
Performance Detailed information on recency, frequency and payment
history.
Buyers with Social Interests Active multichannel purchasers with specific
social media interests.
Propensities Audiences with interests in specific categories and a high
propensity to purchase.
Movers, Homeowners & Renovators Audiences that are current home-
owners or preparing to move.

38 | Oracle Data Cloud 39 | Data Directory

AmeriBaseDigital:
A Buyers Guide
AmeriBaseDigital Data 101
Founded in 1994, AmeriBaseDigital, the interactive division of Lighthouse List
Company, is a full-service, integrated marketing agency. AmeriBaseDigitals
ability to bring in unique data as the exclusive marketer for several companies
has allowed us to separate ourselves from other data providers. Specializing in
Transactional data with a keen focus on Buying Behavior, AmeriBaseDigitals
Consumer Packaged Goods (CPG) and Real Time Buyer files uniquely capture Consumer Packaged Goods (CPG) Buyers Actual consumers with credit
the purchasing behavior of large segments of the business and consumer cards who purchased varied products from various points of purchase and had
population. The ability to drill down to any transaction within a dataset, these products delivered to their home address.
equipped with the recency and scale of AmeriBaseDigitals offerings, provides
New to market segments include Goldleaf New Phone Connects & New
a level of understanding of how your target audience ticks that is unsurpassed
Movers, Mister NonProfit Donor segments, Happy Birthday America segments
in the industry.
and multiple ethnic niche segments.
Description of Data Types: Collection Methodology:
Stradalli Performance Sports Marketing Brings you access to responsive
Our daily engager data is the first step in the process of making the most
sports fans across the U.S., including cyclists, extreme sports lovers, NASCAR
current, accurate information available to our clients. After capturing an online
enthusiasts, and NFL, MLB, NBA, and NHL fans.
engagement or transaction, we then layer in offline data that is meticulously
Way of Life Identifies the lifestyle attributes of over 100 million online verified and cleansed. The end result is a dynamic dataset that begins with an
responsive consumers. These segment consists of 100% online buyers. online engagement and is enhanced with unique, detailed offline data to give
Available segments include New Movers, Travel & Entertainment, Pet Lovers the most complete 360-degree view of a record possible.
and Health & Fitness.

40 | Oracle Data Cloud 41 | Data Directory

 Collection Methodology:
AIQ acquires data from dozens of sources (public and opt-in) and aggregates a
proprietary file utilizing hundreds of statistical models.

Analytics IQ: Use Our Data For:

AIQ data has been successfully leveraged to drive better results in financial

A Buyers Guide
services, fundraising, publishing, travel, automotive and consumer products/
services.

DATA TYPES: Auto, Creative Optimization, Demographic, Financial, Retail,

Travel

Analytics IQ Data 101

AnalyticsIQ is a marketing analytics company with a focus on building inno-
vative and relevant data products. Using a combination of our sophisticated
analytical expertise and thousands of data elements, AnalyticsIQ has built
dozens of unique and accurate data products predicting attributes like consum-
er affluence, small business owners, automobile purchase behaviors and travel
propensity scores. What makes AnalyticsIQ different? Our highly experienced
data scientists engineer these data products using the most accurate data
ingredients powered by sophisticated analytics tools.

Description of Data Types:

Affluence-HH discretionary spend estimates with specific types of spend,
HH Income, Wealth-IQ (net worth), Investable Assets
Small Business Owners at Home Address
Automobile Ownership Propsensities-24 Makes
Travel Propensities-Domestic, International, Cruise
Loyalty Scores/likely to churn
Social Media Influence Score

42 | Oracle Data Cloud 43 | Data Directory

 Collection Methodology:
We identify Verified Humans
by placing code on millions of
sites. The code detects both
human and bot activity on those
sites. We analyze each users

Are You a Human:

natural behavior and collect
hundreds of fingerprinting
metrics to determine if the

A Buyers Guide
user is human. After a user
has consistently been verified
as human, they get added to
the Verified Human Whitelist
DATA TYPES: Behavioral and are re-verified over and
over again each day. Bots cant consistently look like humans on each page, so
Are You a Human Data 101 theyre never added to the list. This dataset includes only Verified Humans.
The Verified Human Whitelist data segment is designed to be layered on This is the only way to ensure that a user is human, and that they stay human
top of other targeting and data segments. It ensures that not only will each over time.
impression you buy will be served to a verified human, but also that you arent
paying a premium for fraudulent data.
Targeting Verified Humans increases ROI by up to 25% or more, increases
viewability immediately, and eliminates money wasted on fraudulent data. Use Our Data For:
Increase ROI Companies report that targeting campaigns to the Verified
Description of Data Types: Human Whitelist increases ROI by up to 25% or more.
These users are Verified Humans. Eliminate Data Fraud Bots surf the Internet picking up cookies that make
Eliminate both Bot Fraud and Data Fraud by layering Verified Humans on top of them appear to be high value consumers. This includes third-party behavioral
other targeting and data segments. and demographic data, and also first-party data comprised of bots who pick up
Bots surf the Internet picking up cookies that make them appear to be advertiser retargeting cookies. Layer the Verified Humans segment on top of
high-value consumers. This includes third-party behavioral and demographic these other data segments to eliminate this waste.
data, and also first-party data comprised of bots who pick up advertiser Eliminate Non-Human Traffic Serve ads only to Verified Humans, elimi-
retargeting cookies. Layer the Verified Humans segment on top of these other nating non human traffic. See improvement in reports you get from verification
data segments to eliminate this waste. companies.
Viewability Optimization Campaigns targeted to verified humans see an
immediate increase in viewability. Test campaigns achieved 80% viewability
as measured by verification companies - without optimizing for viewability.
44 | Oracle Data Cloud 45 | Data Directory
 A sampling of the 240+ audience segments includes:
Apparel (mens and womens)
Automobile
Baby
Books
Electronics (cameras, cell phones, computers, tablets, etc.)

Blue Kangaroo: Financial Services

A Buyers Guide Collection Methodology:

DATA TYPES: Auto, Behavioral, Demographic, Financial, Political, Retail, Blue Kangaroo provides a free, personalized shopping service in exchange for
Season, Social/Lifestyle, Travel receiving permission to collect data from all of the shopping activity conducted
on our users mobile and desktop browsers. With this permission, collected
Blue Kangaroo Data 101 URL data show where The Roos users shop, as well as the products they view.
Blue Kangaroo (The Roo): From this data shopping are constructed profiles that provide unprecedented
insight into the users buying intent by scoring the their interests.
Builds ongoing shopping profiles on each consumer
Organizes the resulting buying intent, preferences and context data into Use Our Data For:
segments
Audience Activity
Sells these audience segments to marketers
Segmentation and targeting
The Roo acquires data by giving consumers a free personal shopping
Product/content and offer
service in exchange for permission to build a shopping profile. The
customization
profile collects an average of 60+ new shopping events/month from a
consumers shopping activity (mobile/PC) in browser and The Roo app. Analytics and reporting
Use Cases
Description of Data Types: Brand and product-level
Blue Kangaroo provides demographic information as well as affinity rankings affinity
for over 2,000 brands and 240 categories from airline travel to womens shoes. High product intent
The Blue Kangaroo Interest Scoring System (BLISS) provides a score for the
Belong to a particular demographic
users buying intent for these brands and categories. The level of interest is
based on the recency, intensity and frequency of the users activity associated Cross-brand marketing
with the brand or category. Our shopping data covers all retail shopping Life stage marketing
categories.

46 | Oracle Data Cloud Mobile 47 | Data Directory

 B2B Demographic Data
Our demographic data is categorized by Company Size, Company Revenue,
Functional Area, Industry, Roles and Professional Group, which totals more
than 250 segments.

Collection Methodology:

Bombora: Bombora captures and aggregates non-PII data for Demographic and Predictive
Intent marketing use cases.
Demographics We tag our B2B publisher and partner network so that we

A Buyers Guide collect and convert site visitors into demographic segments.
Predictive Intent We are the largest aggregator of B2B Predictive Data. We
tag and monitor the consumption of content across the B2B web, and organize
DATA TYPES: Analytics, Auto, B2B, Behavioral, Data Access, Demographic, the topics that B2B Professionals research into more than 60+ scalable
Financial, International, Offline, Partner Initiated ID Syncing, Travel Predictive Signals.

Bombora 101
We are the premier provider of Demographic and Predictive Intent Data
solutions for 1,000+ of the worlds leading B2B marketers and publishers. Our Use Our Data For:
demographic profiling and patent-pending Content Consumption Monitoring Our B2B data arms marketers to find and target professionals with relevant
technology provides the only B2B predictive and demographic data platform in messages wherever they travel on-line. Activating our data will arm marketers,
the market. Bombora adds scale and empowers B2B marketers to reach new publishers, partners, agencies and trading desks to execute numerous
audiences with precision. Our combination of Demographics and Predictive marketing cross-channel
Intent Data is the best solution in market. initiatives including the
following use cases:
Description of Data Types: Ad Targeting
We own the largest predictive data pool with more than 4 billion interactions Custom Segmenting
on 400+ million professionals profiled per month.
Site-Optimization
B2B Intent Data Analytics
Bombora is fully focused on the B2B user. Our widespread contributory B2B
data partner network allows us to aggregate Predictive Data to enable our
clients to track, score, and bucket B2B unique buying intent based upon their
multiple on-line business interactions.

48 | Oracle Data Cloud International: AU, CA, BR, MEX, DE, FR, IN, SP, IT, UK 49 | Data Directory
 Cardlytics can also build Custom
Audiences with an unparalleled
level of granularity to meet
specific campaign needs.
Merchant, category, spend,
frequency, online vs. offline, and
share of wallet are just a few of

Cardlytics: the purchase-based criteria you

can leverage.

A Buyers Guide Collection Methodology:

Through strong partnerships
with banks to power their
DATA TYPES: Analytics, Mobile, Restaurant, Retail, Seasonal, Travel, Video loyalty programs, Cardlytics uses first-party purchase data for insight into
consumer spend. This comprehensive and anonymized view allows marketers
Cardlytics 101 to reach individual buyers of all categories with precision.
Cardlytics partners with 1,500 financial institutions for a secure view into Our audiences are built upon brick & mortar, e-commerce, and mobile wallet
where consumers are spending both instore and online across stores, transactions. These purchase-based audiences bypass demographic general-
verticals, and geographies. We see not only credit, but also debit, ACH and bill izations and imprecise proxies, panels and surveys to deliver highly-relevant
pay transactions for a robust purchase history at the individual level. campaigns, creatives, and more.
Drawing from 120+ million bank accounts and $1.5 trillion in annual spend, we
help you identify, reach, and influence likely buyers at scale for more relevant
marketing and meaningful connections.

Description of Data Types: Use Our Data For:

Cardlytics Audiences delivers powerful buyer segments based on actual Use Cardlytics Audiences for campaign goals at all stages of the sales funnel
purchases. from brand awareness to conversion.
Categories Include: We will help you reach your most valuable prospects and customers and
Restaurant Health & Beauty increase advertising effectiveness across all connected media.
Retail Telecom
Gas & Convenience Services Home & Business
Entertainment Travel
Finance More granular subcategories
Education also available

50 | Oracle Data Cloud 51 | Data Directory

 Collection Methodology:
The Compass U.S. Business Digital database is compiled monthly. Geo
includes of all the U.S.. Sources include online/offline directories, SEC filings,
BBB, new business registrations, government directories, trade journals and
proprietary sources. Record acceptance is based on Compasss proprietary PAC
requirement: (1) Prerequisiteorigination sources must be updated/published

Compass:
within 30 days, (2) Acceptanceeach record is verified by a minimum of three
sources, and (3) Classificationapply SIC code to each record using verified
proprietary sources or assigning the SIC using established business rules for

A Buyers Guide
inferring the business category.

Compass 101
Compass specializes in the creation of B2B information solutions with a
strength in site level information compilation, verification and segmentation.
Compass offers standard statistics such contact name, contact title/function,
contact email address, employee size, sales volume, small business, home
business, company URL, etc. All data is resourced and verified with each
monthly update.

Description of Data Types:

Financial Services (Credit Cards, Investments, Risk Management)
Computer and Office Supply
Small Office/Home Office
Telecommunications/Mobile/Cable
Business Analytics
Customer Database Enhancements/Segmentation
CRM
Ad Display
Geo Targeting
Business Seminars
Non-profits

52 | Oracle Data Cloud 53 | Data Directory

 Collection Methodology:
comScore uses its proprietary panel of one million U.S. Internet users to
identify consumers who have conducted the behavior a marketer seeks to
predict for example, consumers who have applied online for a credit card
and uses that information to build models that predict that behavior.

comScore:
Use Our Data For:
A Buyers Guide The comScore models are designed to identify upper and mid-funnel prospects
for acquisition and brand campaigns. The model segments are expected to
yield more efficient marketing campaigns where the objective is reaching the
DATA TYPES: Auto, Financial, Mobile, Travel right consumers early in the consideration cycle.

comScore Data 101

comScore helps businesses create value from digital consumer relationships,
giving clients the insights and context they need to build winning business
strategies. As a global leader in digital measurement and analytics, the
company is redefining the way businesses measure consumer behavior in
the marketplace and across their own products and properties, turning big
data into insights about the behaviors of people. With more than 1.5 trillion
interactions captured monthly (equal to nearly 40% of the monthly page views
of the entire Internet), comScore has a strong foundation for applying its
modeling methodology to help marketers reach target segments.

Description of Data Types:

comScores modeled look-alike segments are made up of consumers who
are scored against the probability to convert to your campaign objective.
comScores modeling methodology utilizes the comScore panel and browsing
behaviors across the Oracle BlueKai Exchange to pinpoint in-market prospects
who are the most likely to convert, scoring the users based on a variety of
attributes. comScores models are then broken into centiles within the Oracle
BlueKai taxonomy, making for easy, customizable targeting, both for niche
and scale.

54 | Oracle Data Cloud 55 | Data Directory

 Network segments comScore TV provides data on more than 250
broadcast and cable networks. A complete list of networks is available
through Oracle BlueKai.
Custom segments are available outside of the Oracle BlueKai marketplace and
your Oracle or comScore TV representative can help you.

comScore TV:
Collection Methodology:
A Buyers Guide comScore TV precisely measures and reports TV viewership, using sec-
ond-by-second intelligence collected from more than 36 million televisions.
By integrating TV viewing information with consumer segmentation systems,
DATA TYPES: Auto, Demographic, Financial, Offline Match syndicated consumer behavior and other transactional sources, comScore TV
empowers stakeholdersagencies, advertisers, and television networksto
comScore TV Data 101 direct the right message at the right audience.
comScore TV (formerly Rentrak) is the entertainment industrys premier source
for measuring who is going to the movies and who is watching TV across Use Our Data For:
every screenevery day, every second, everywhere. By collecting viewing Extending the reach or frequency of your existing television campaign in
information from tens of millions of televisions with actual consumer behavior the digital market
and purchasing information, only comScore TV provides the stable and robust Maximizing your cross-screen marketing by taking advantage of this data
audience measurement and targeting services on which industry professionals and technology
have come to rely to precisely measure what consumers are watching.
Use the brand and
awareness power
Description of Data Types:
of television and
comScore TV makes 301 television audience segments available for digital ad take advantage of
targeting. These 301 syndicated audiences are based on genre, daypart and a digital targeting to
single network definition for each of the ~250 networks comScore TV reports. maximize your media
Daypart segments Daytime, Early Fringe, Early Morning, Late Fringe, investment
Overnight, Prime and Prime Access.
Genre segments Action/Adventure, Animation, Comedy, Cooking,
Documentary, Drama, Educational, Foreign Language, Game Show, Home
& Garden, Kids, Movies, Music, Horror, News, Paid Programming, Politics,
Reality, Science Fiction, Soap Operas, Sports, Talk, Travel, Variety and
Home Shopping.

56 | Oracle Data Cloud 57 | Data Directory

 CNX Seasonal (Ready-to-buy audiences for your promotional calendar
Super Bowl, Mothers Day, Back-To-School, Black Friday, Christmas, etc.)
CNX Demo (Self-declared profile data: Gender, Age, HHI, Children,
Education, etc.)
CNX Custom (Modeled audiences driven by client pixel data, client CRM
data, etc.)

Connexity:
Collection Methodology:
A Buyers Guide Connexity leverages first-party proprietary data from its online retail network
to create premium audience segments. Connexity collects observed shopping
behaviors for active shoppers including category, brand, and product infor-
DATA TYPES: CPG, Demographic, Retail, Seasonal, Server-Side Data Transfer mation, as well as declared demographic data from online buyers. Modeled
Enabled, Social/Lifestyle data leverages a graph technology that combines shopping, demographic,
technographic, geographic, and site data.
Connexity Data 101
Connexity (formerly Shopzilla) is a data-driven, marketing-solutions company Use Our Data For:
with 15+ years of e-commerce and media experience. The company operates Clients leverage Connexity data to target consumers at various stages on the
one of the worlds largest retail marketplaces, with over 155MM product path to purchase. Brands look to Connexity to drive high engagement levels
listings indexed and published for online shopping across the globe. Leveraging from unique audiences. Retailers tap Connexity to target prospects and drive
its premium online retail network, proprietary technology, and advanced sales. Connexity delivers
audience modeling, Connexity helps brands and retailers find and target the results across the funnel.
right audiences on any device.
Many Connexity audiences
Description of Data Types: are only available via the
Private Data Marketplace
Connexity offers pre-built and custom audiences to drive performance and
within Oracle BlueKai.
reach across the following segment types:
Reach out to your account
CNX In-Market (Active online shoppers in all major retail verticals) manager to access
CNX Lifestyle (Consumers with consistent shopping behavior Connexitys complete suite
Household CEOs, DIYers, Fashionistas, Tech Enthusiasts, etc.) of audience offerings.
CNX Life Stage (Personas identified by combining shopping and
declared demographic data College Millennials, Getting Married, New
Parents, etc.)

58 | Oracle Data Cloud Mobile 59 | Data Directory

 Custom Targeting Cross Pixel creates custom audiences that identify each
unique advertisers best prospects to target for any given campaign objective.
Custom audiences target brand and competitive conquesting keywords and/or
behavioral traits.

Cross Pixel: Collection Methodology:

Cross Pixel has developed exclusive partnerships with over 3,000 leading

A Buyers Guide
eCommerce, transactional and information web sites, to harvest more than
8 billion data points per month on over 500 million active web surfers.
Cross Pixels data acquisition strategy is focused on mid- and long-tail sites.
Through exclusive partnerships, Cross Pixel harvests an array of unique data
DATA TYPES: Auto, B2B, CPG, Financial, Retail, Seasonal, points, which are utilized to provide granular information about users online
Telecommunications, Travel behaviors.

Cross Pixel Data 101 Use Our Data For:

Cross Pixel is the leading provider of high-performance audience data for the Cross Pixels data is used to target audiences at each stage of the purchase
real-time advertising industry. Our mission is to provide the highest quality funnel. Our proprietary audience building tool Audience Calculator creates
data to help marketers improve campaign performance. Utilizing Cross Pixels custom audiences for advertisers based on the unique online behaviors of
proprietary data management technology, audiences are built with granular their target customers. Audiences are optimized in real-time, ensuring that
and transparent control over where users are harvested and how they qualify advertisers always target the right audience.
to be targeted. This approach drives performance while giving advertisers Our mission is to
insight and confidence of authenticity around the data powering their provide the highest
campaigns. quality data to help
marketers improve
Description of Data Types: campaign performance.
In-Market Shopping Segments 500+ standard in-market shopping segments
identifying users actively shopping for a specific product or service.
Audience Profiles 450+ psychographic audience profiles identifying users
based on a variety of indicative behavioral actions these users make across the
web.
B2B Data 100+ segments identifying people who work for companies across
all industries, as well as individuals who work in a variety of functional areas
across industries.

60 | Oracle Data Cloud International: MEX, SP, IT, UK, FR, DE 61 | Data Directory
 Collection Methodology:
Cuebiq persistently collects mobile users verified data sets directly from
partner apps via SDK, by analyzing a combination of GPS, Wi-Fi, and beacon
signals, a methodology that provides the highest data quality in the market-
place. All information is analyzed and stored using non-identifiable advertising
ID, respecting users privacy.

Cuebiq: A Buyers Guide Cuebiqs unique ability to analyze visit frequency and time spent at each
location ensures the most accurate representation of consumers offline
behavior and purchase intent.
DATA TYPES: Auto, Behavioral, Demographic, Financial, International,
Mobile, Retail, Seasonal, Social/Lifestyle, Travel

Cuebiq Data 101

Use Our Data For:
Cuebiq is a next generation business intelligence company that allows clients
AudienceQ data is perfect for you if you are looking to:
to glean unparalleled real-time insights about real-world consumer behaviors
and trends. Using its data intelligence platform, Cuebiq provides geo-behav- Drive campaign performance and increase ROI
ioral audiences for cross-platform ad targeting, offline attribution analysis, Target users based on offline behaviors and purchase intent
and offline location analytics, by tracking and analyzing time spent by users at Use segments for cross-platform campaigns. AudienceQ is available
points of interest across the globe. for all campaigns (cross-device, desktop only, mobile only) and creative
(display, video, rich media).
Description of Data Types:
AudienceQ allows advertisers to target consumers based on offline behavior
and purchase intent, by providing access to 1,000+ geo-behavioral audiences
across key advertising categories (e.g., Retail, Auto, QSR, Lifestyle, Travel,
Financial Services, etc.).
Cuebiqs audience segments include:
Geo-Behavioral audiences: target consumers based on offline behavior
and purchase intent - e.g., Frequent moviegoers, Moms, In-market Auto
buyers, etc.
Brand Specific audiences: target specific brick & mortar stores and brands
- e.g., AMC moviegoers, Target shoppers, McDonalds frequent diners,
Home Depot shoppers, etc.
Branded and custom audiences can be created for specific advertisers.

62 | Oracle Data Cloud Mobile International: UK, IT 63 | Data Directory

 Collection Methodology:
Datacratic does not actually collect data. The Datacratic business model
uses your first-party data, combined with Oracle BlueKais third-party data, to
feed multivariate, nonlinear models. These models are intended to create a
causal relationship between the signals and events inherent in your data and
your conversion objective. Datacratics models are intended to predict future

Datacratic:
behavior and identify your best prospects.
To accomplish this, Datacratic uses algorithms that learn from both the
presence and absence of segments in a users profile. Datacratic also relies

A Buyers Guide on the temporal information, meaning the recency and frequency of segment
membership, as core components of the models.
Models are retrained and users are rescored on a daily basis using Datacratics
DATA TYPES: Auto, Behavioral, CPG, Creative Optimization, Geo, Modeling, online adaptive learning system, thus your modeled segments are constantly
Retail, Seasonal, Social/Lifestyle, Telecommunications, Travel improving.

Datacratic Data 101

Datacratic is a software company that applies machine learning and predictive
modeling to real-time data generated from consumer behavior. Datacratic
provides this machine learning and optimization software to Data Management Use Our Data For:
Platforms (DMPs), Demand Side Platforms (DSPs), Agency Trading Desks Datacratic look-alikes are ideal for identifying and targeting lower funnel
(ATDs), E-Commerce Web Sites and others in the real-time marketing prospects. Datacratic modeled segments tend to perform better where the
ecosystem. purchase consideration cycle is at least 1 week or longer.

Description of Data Types:

Datacratics modeled look-alike segments are made up of users who have a
high probability to convert to your campaign objective. Using a combination of
your first-party data, and Oracle BlueKais third-party data users are assigned
probability scores. Users with the highest scores are identified by a Oracle
BlueKai segment ID and made available for targeting through your preferred
media partner.

64 | Oracle Data Cloud 65 | Data Directory

 Insurance
Likely Insurance Renewal and Expiration Dates
Business Data
Location
Size
Industry

DataLab: Sales
Home Based or
Non-Home Based

A Buyers Guide Pre-Mover Listing Data

Listing Type
Listing Date
DATA TYPES: Auto, B2B, Demographic Location
Property Type
DataLab Data 101 Property Description
At DataLab Digital Advertising, we combine technological expertise with
a deep understanding of both online and offline direct marketing. We offer Collection Methodology:
the best of both worldsa deep knowledge of industry best practices and a DataLab utilizes strict quality control procedures to ensure that our data is
commitment to continual innovation. Our award-winning data solutions are timely and accurate. We compile data from online and offline data collectors
based on proven methodologies and keen analytical insight. We offer a mix and brokers, license data feeds, collect public records, and then aggregate and
of proprietary and specialty sourced data utilizing our extensive (and growing) normalize these records. Once we receive data, it goes through our proprietary
network of key partnerships across the data industry. DLink process that verifies and cleans the names and addresses. This
innovative process also compares data across our various sources, ensuring
Description of Data Types: that it meets our quality standards.
DataLab offers access to multiple data solutions to meet a wide variety of
marketing needs. We use over 2,500 data attributes to provide timely and
actionable information to target better results. Examples of data that we offer
include: Use Our Data For:
Vehicle Owner Data Your consumer data and analytics are the key to reaching your business
goalsfrom increasing profits to improving customer loyalty. Typically,
Type of Vehicle (Auto, Motorcycle, Boat, RV)
marketers have used our data to target segments for increasing response and
Make
sales while reducing risk in acquisition programs, retargeting, cross-selling and
Model
up-selling customers, retention efforts, and win-back campaigns.
Owner Demographic Information

66 | Oracle Data Cloud 67 | Data Directory

 Mens Big & Tall
Mens Apparel
Womens Petite Size
Apparel
Womens Plus Size
Apparel
And many others

Dataline: Demographic Data; Age,

Income, and Generational

A Buyers Guide
Automotive Data; Make and
Year of Automobile
Credit Card Holder Data
DATA TYPES: Auto, Demographic, Financial, Mobile, Modeling, Seasonal Magazine Subscribers by Type
Enthusiasts/Lifestyle Data
Dataline Data 101 Donor Causes
Dataline is a leading provider of consumer information, intelligent analytics, Purchasing Interests: Auto, Home Dcor, Cooking, Beauty, Diet,
and smart modeling applications; offering over 150 pre-built digital audience Entertainment, and many others...
segments. Our data passes rigid quality control measures to ensure informa-
tion accuracy. Collection Methodology:
Dataline specializes in providing marketers customized insights utilizing its The Dataline Database is sourced from actual purchasing transactions. Our
proprietary database of 240 million individuals combined with over 1700 highly data resources are secured through licensing arrangements with blue chip
predictive data variables. Our data mining approach allows us to provide a companies offering monthly transactional data. Our specific segmentations
custom solution for your omni-channel marketing campaigns. are available exclusively through Dataline. Dataline is offline sourced and
onboarded through a partnership arrangement. With close to 300 million
Our digital offering has over 120 million individual consumers with the ability individuals we can offer your advertiser insight and scale.
to build and create your own customized digital segments to meet your
advertising needs.

Description of Data Types:

The Dataline consumer database has over 250 million individuals segmented Use Our Data For:
into 150+ pre-built digital audience segments. Updated monthly, we offer: Online audience targeting campaigns Mobile campaigns
Transactional Buyer Audiences Custom segments Omni-Channel marketing
Back to School Products sold through major brands campaigns
Bargain Shoppers National branding campaigns Product development
Apparel Consumer insights
68 | Oracle Data Cloud Mobile 69 | Data Directory
 Collection Methodology:
Data Mentors New Movers are based on deed filings, mortgage filings and
wrapped with new connect and installation information. The data corroborated
against multiple consumer data sets to insure that they are actually NEW
MOVERS.
Data Mentors Auto is not modeled or self-reported. The data is derived from

Data Mentors: Dealers, Service Centers, Bays and Co-Registration. For accuracy Dealer lot
data serves as a trigger to update VINs clearly defining what is in the driveway
or garage.

A Buyers Guide
Use Our Data For:
DATA TYPES: Auto, Demographic, Financial, Offline Match
New Movers /New Homeowners spend more in the first 6 months on new
Data Mentors Data 101 cars, insurance, home security, home lawn care, new technology- computers,
home entertainment, banking, telecom, broadband, insurance; than in the next
Data Mentors is a builder of primary content. Our data is insightful, with a
3 years.
focus on accuracy, time to market, and value to the brand advertiser. Data
Mentors unique content addresses multiple segments from Retail and CPG to Auto Data used by OEMs, large dealers, insurance, banks and finance compa-
Automotive, Insurance, Financial Services, Telecom and Travel to Healthcare. nies, aftermarket, fuel brands, tires.
Any of our segments can be customized to your brands, and at any time.

Description of Data Types:

Data Mentors New Mover Data: Built from the ground up- deed filings,
mortgage filings, wrapped with new connect and new installation information.
Our data is corroborated against multiple consumer data sets to insure that
they are actually NEW MOVERS. New Movers can be categorized by age,
income, home value, and custom segments including lifestyle attributes.
Data Mentors Auto is not modeled or self-reported. We know what is in the
driveway and what is on the dealers lot. Segments by lifestyle: mini-vans-
luxury brands- outdoors and heavy load- by make and model, age, income,
year purchased and decision dates based on purchase year.

70 | Oracle Data Cloud 71 | Data Directory

 Collection Methodology:
In adhering to strict privacy principles, Datamyxs data is built entirely from the
modeling of non-sensitive, offline consumer information and onboarded (i.e.
matched to anonymized cookies/IDs) to enable accurate digital ad targeting.
We leverage over 4,000 data points from proprietary sources, and over 40
proprietary insight scores to build audience segments. We further optimize

Datamyx:
segments based on consumers who are more likely to respond to ads/
marketing offers.

A Buyers Guide Use Our Data For:

Datamyxs data is appropriate for mid- and upper-funnel campaigns. The data
DATA TYPES: Auto, Financial, Offline Match is ideal for marketers seeking to reach consumers likely to respond to financial,
automotive and insurance-related offers. Our consumer insights are accurately
Datamyx Data 101 built based on offline (real world) ownership information and activity (e.g.,
Datamyx is a leading provider of data-driven marketing solutions primarily automotive brand/category ownership, bank card affiliation).
serving the financial services, automotive and insurance verticals in the
United States. We offer a unique, multi-sourced repository of over 4,000 data
points, including over 40 proprietary insight scores. For over 17 years, direct
marketers have benefited from our powerful combination of multi-source data,
analytics and technology to help marketers find, convert and grow customer
relationships.

Description of Data Types:

Datamyx provides digital audience segments with a focus on the finance,
automotive and insurance categories. Our automotive audiences are built from
a database of comprehensive auto ownership insights, matched to VIN and
Black Book valuation, and acquisition date. The auto dataset includes over
sixty makes and hundreds of models, and digital segments are further opti-
mized based on consumers more likely to respond to automotive ads. Financial
audiences include consumers likely to act on mortgage-related, bank card,
liquid asset-driven and other financial product ads. Insurance segments include
consumers likely prepared to respond to home and auto insurance offers.

72 | Oracle Data Cloud 73 | Data Directory

 Examples include:
Automobile Intenders Sports Fans: Football, Soccer
Travel Intenders, Business & Finance Parenting/Presence of
U.S. Hispanics Interest and Intent Children
Male & Female Audiences Technology Enthusiasts, Cell
Fashion & Beauty Phones, Computer Intenders
Real Estate Intenders

DataXpand:
CPG
Credit Card Holders & Online Shoppers And many others

A Buyers Guide Collection Methodology:

DATA TYPES: Auto ,B2B, Behavioral, CPG, Demographic, Financial, DataXpand collects online data through our premium publisher partners. We
International, Mobile, Retail, Seasonal, Social/Lifestyle, Travel strive to create the best and most reliable audience clusters based on the
following:
DataXpand Data 101 Interest and Intent, ie: A user reading about the launch of new Ferrari has
DataXpand is an International Audience Marketplace with truly global scale Interest in cars. An individual who visited cars.com or similar looking
and reach. DataXpand provides rich data from previously untouched markets for a specific vehicle, maybe Audi A4, and contacted the seller is
including Europe, Brazil & Latin America, as well as U.S. data. categorized into Intent to purchase luxury cars.
Through our premium publisher partners, we create the best and most reliable Plus:
audience clusters based on how users browse, search, and show interest or
Browsing Behavior
intent. Within our data sets consideration for language, age, and gender are
Search Retargeting
top priority. Also available are custom segments & seasonal audiences.
Social Media Usage
Offline Data
Description of Data Types:
All non-PII Data
DataXpand provides access to over 170 audience clusters grouped into the
following categories: Use Our Data For:
Demographics All DataXpand audience seg-
Interest ments are updated in real time
Intent and last between 15 to 30 days.
U.S. Hispanics Interest Our segments are best used for
U.S. Hispanics Intent Web and Mobile (branding or
Seasonal Audiences performance) campaigns that
Custom Audiences aim to improve response rates, conversion and brand recognition.

74 | Oracle Data Cloud International: SP, MEX, BR, AR, IT, CO, CL, PE, VE, CA, DE, EC, UY 75 | Data Directory
 Collection Methodology:
Our data has a high affinity with our segments of focus, and is refreshed on
a routine basis. Our data acquisition is based on a very strong relationship
with mid -sized and large vertical websites. These websites are independent,
meaning they have no affiliation to a specific brand. This provides DeliDataX
reliability, in that all of our data comes only from main websites, the most

DeliDataX:
trusted source.
DeliDataX data segments have the following refresh times:
Demo (45 days)

A Buyers Guide Interest (15-30 days)

Intent (5-10 days)

DATA TYPES: Auto, B2B, Behavioral, Demographics, Financial, International,

Social/Lifestyle
Use Our Data For:
DeliDataX Data 101 DeliDataX categories help advertisers grow target audiences, convert
DeliDataX is a data network with focus in Latam and Spanish markets. We use prospects and increase ROI. Our high affinity matching with Comscore helps to
a wide set of sites to collect our data, enabling advertisers to improve their develop eGRP strategies. Further, DeliDataX data provides powerful predictive
campaigns by targeting extremely optimized audiences. Our partners provide audiences to recent category buyers.
categories that have high affinity with Comscore, with a focus in Spain and
Latam. Our data has been repeatedly and successfully benchmarked for our
clients and their brands.

Description of Data Types:

DeliDataX delivers intent-based segments and interest segments, as well
as social data segments. We have particular strengths and focus on SMEs,
entrepreneurs and sociodemo, where our publishers have proven relationships
with their visitors. We also offer a wide segment of directory services for
SMEs, Real Estate, Leisure, Finance and Parenting verticals, including:
Sociodemo (registration data)
Interest (behavioral)
Intent (behavioral)
B2B (behavioral)

76 | Oracle Data Cloud International: SP, MEX 77 | Data Directory

 Seniority
Business or equivalent organizational seniority
Decision Makers
IT, Financial and business decision makers

Collection Methodology:

Dun & Bradstreet:

Dun & Bradstreet aggregates, curates and synthesizes over 30,000 data
sources globally, including contact-level data made available on an anonymous
basis to customers for offline sales and marketing. Audience Solutions

A Buyers Guide
takes that process a step further, bringing offline data online, using methods
compliant with the highest standards of PII protection and privacy. Audience
Solutions continually discovers, evaluates and harmonizes new data sources,
leveraging proprietary technology to offer continually expanding addressable
DATA TYPES: B2B, Offline Match audiences for the B2B marketer.

Dun & Bradstreet Data 101

Dun & Bradstreet is the worlds leading source of commercial and business
insight. Powered by a global database of 240 million business records, our Use Our Data For:
propriety D-U-N-S number and DUNSRight quality process, data integrity is the For the B2B marketer, Audience Solutions data provides a powerful facility to
foundation of all of our solutions. discover, engage and verify professional audiences online though programmat-
This rigor and expertise now extends to digital marketing via our best-in-class ic and non-programmatic buying, and on-site visitor engagement. For direct
Audience Solutions. Leveraging D&Bs assets and quality assurance processes response or awareness, use our digital audience data to eliminate waste when
enables us to provide a range of digitally addressable audiences for B2B seeking high-value, hard-to-reach audiences in digital channels.
marketers.

Description of Data Types:

Dun & Bradstreet Audience Solutions provides over 150 actionable audience
segments to suit a range of B2B online targeting needs. These segments
include:
Company
Employee size, revenue size, maturity
Industry Classifications
SIC and NAICS industry categorizations
Functional Area
Area of responsibility and domain expertise

78 | Oracle Data Cloud 79 | Data Directory

 specifications and viewing photos are recorded to populate interest segments.
The Edmunds powered by Oracle audiences are enhanced to provide greater
scale by applying Oracle Data Clouds reach extension capabilities. These
audiences are tested against the most important measures of performance
to marketers shopping engagement and vehicle sales. More advanced
segments, based on research behaviors and specific shopping intent events,
are available in the Private Data Marketplace on request.

Edmunds:
A Buyers Guide Use Our Data For:
Targeting a valuable in-market auto audience throughout the web
DATA TYPES: Auto, Financial, Mobile, Retail, Travel at scale
Staying in front of your audience as they make their auto purchase
Edmunds Data 101 decision
Edmunds delivers an unsurpassed depth and breadth of superior, unbiased Finding a highly valuable consumer who owns a home, loves to
automotive content to in-market shoppers, automotive enthusiasts and shop & has a high household income
automotive lifestyle consumers. Our vast collection of pricing, ownership costs,
vehicle ratings, road tests, and future vehicles have made our site a must
visit destination for informed automotive consumers. Edmunds empowers
advertisers to reach these highly valued in-market consumers and organizes
them into interest groups, such as body style, make and model.

Description of Data Types:

Edmunds data is designed to be actionable with defined segments based on
a consumers interest. At the highest level, advertisers can reach new and
used in-market researchers. Going deeper, consumers are organized into body
type, make and model segments. Examples include; SUV researchers, Honda
researchers and Honda Accord researchers. This data is easily applicable to all
media-buying tactics and is shown to perform across other industries, including
financial services, insurance, travel and luxury shopping.

Collection Methodology:
Edmunds deploys data collection technology on every page of the website.
Research behaviors such as reading articles, model reviews, looking at model

80 | Oracle Data Cloud 81 | Data Directory

 Segment Defined as Host or Guest of:
Upcoming Birthday Upcoming Birthday, Birthday for Her, Birthday for Him
Recent Graduate Graduation
Sports Enthusiast Sports/Leagues
Home Entertainers Hostess Party, Dinner Party, Cocktail Party, House
Party, BBQ/Pool Party, Pot Luck, Game Night

Evite: A Buyers Guide Travel Intenders

Halloween
Trips/Getaways
Halloween Party
Winter Holidays Winter Holiday Party
DATA TYPES: Behavioral, Seasonal, Social/Lifestyle
Super Bowl The Big Game Party
Thanksgiving Thanksgiving Feast
Evite Data 101
Religious Religious Event
With more than 22 million registered users and over 25,000 invitations sent
each hour, Evite is the top online invitation and social planning website. Alcohol Enthusiast Girls Night, Guys Night, Cocktail Party, Bachelor,
Bachelorette, Night on the Town
Select your invitation design, add your guests email addresses and send via
Food Enthusiast Dinner Party, Potluck, Brunch/Lunch, BBQ
email. Done. You choose the invitation features you want, and your guest
replies are tracked automatically so you always have an accurate headcount.

Description of Data Types:

Our data sets are pulled from by Evite hosts and guests data. Evite data sets Collection Methodology:
include the following segments:
Data is logged around any discreet event attendee (host/ guest, occasion,
Segment Defined as Host or Guest of: location, etc.). Inferences are made based on the criteria specified above.
Presence of Child in Kids Birthday, Babys first Bday, Kids Corner, Kids
Household themes, Halloween for Kids Use Our Data For:
Age of Child in Title scrape for numbers (1st, first, First) in Host of Use Evite data for demograph-
Household Bday for Kids, Age assumed to be 1 for Host of Babys ic augmentation or purchase
first intent. The value of Evite data
Recent Movers/ Housewarming Party is that our users have taken
Furnishers a direct action to indicate
Bride Save the Date where they will be and what
Wedding Attendee Wedding/Engagement, Bridal Shower, Bachelor, they will be doing at a date in
Bachelorette Party, and Save the Date the future.
Pre-Natal/ Baby Shower
Expecting

82 | Oracle Data Cloud 83 | Data Directory

 Financial Consumer audiences based on aggregated credit behaviors,
lifetime value, likely profitability and highly regarded Financial Personalities
and Consumer Financial Insights.
Housing Attributes Consumer audiences, based on mortgage and property
dates, allow you to target important factors such as estimated monthly
mortgage payment, estimated equity or estimated current home value.

Experian & Experian UK: Life Event Consumer audiences based on recent marriage, child births and
home purchases are triggers with specific needs for products and services.
With life-event audiences, you can reach them at their purchase points.

A Buyers Guide Mosaic USA Experians premier consumer audience lifestyle segmentation
system classifies households into 71 unique segments and 19 groups, providing
a 360-degree view of consumer choices, preferences and habits.
DATA TYPES: Auto, B2B, Demographic, Financial, Purchase, Psychographic Past Purchase Consumer audiences that connect purchase history in 38
and Attitudes, Mortgage and Property, Lifestyle, Travel product categories. Created with detailed granularity to give ultimate control in
developing targeted audiences based upon purchase.
Experian Data 101
Psychographic/Attitudes Consumer audiences based upon attitudes,
Experian Marketing Services is a leading global provider of consumer insights,
expectations and personal views.
targeting, data quality and cross-channel marketing. We help organizations
intelligently interact with todays empowered and hyperconnected consumers. TrueTouchSM Consumer audiences based on how consumers respond to
By helping marketers identify their best customers, find more of them and then motivational messages, their preferred channels for engagement and transac-
coordinate seamless and intelligent interactions across the most appropriate tion. Use these insights to generate high performing, personalized content and
channels, Experian clients can deepen customer loyalty, strengthen brand creative; and identify the proper channel placement to ensure engagement at
advocacy and maximize profits. the optimal time in the customers path to purchase.

Experians Description of Data Types:

Experians vast inventory of more than 2,000 audience segments provide
marketers with proven, high-performing options when selecting their best
audience based on their unique business and campaign goals. Our most
commonly used data segments include:
Experian UKs Description of Data Types:
Experian UK consumer data covers more than 50 million UK adults, encom-
Demographic Consumer audiences such as age, gender, income, occupa-
passing over 500 variables, segmentations and propensities. This data is used
tion, ethnicity, homeownership and education. Use them on their own or in
across industries to provide organizations with high-value prospects, enrich
combination with other segments to fine tune your audience.
their consumer profiles, better manage their existing customer relationships
Auto Consumer audiences that include highly predictive make/model-level and is usable across media channels.
auto ownership audiences, auto in-the-market and auto propensities.
Continued
84 | Oracle Data Cloud International: UK 85 | Data Directory
Experian & Experian UK Continued
Experian UK Data types available:
Mosaic UK Experian UKs premier consumer audience lifestyle segmenta-
tion system breaks down the UK population into one of 15 high-level groups or
66 detailed types based on their demographics, characteristics, lifestyles and
behaviors.
Financial Strategy Segments (FSS) Experian UKs FSS is underpinned by
more than 300 data variables and 150 financial propensity models, classifying
50 million UK consumers and providing insights across financial products such
as savings, investments, insurance, credit and banking enabling highly targeted
marketing.
Other available variables Age Groups, Social Grade Bands, Family
Life Stage, Employment Status, Personal Affluence Band, Marital Status,
Households with Children.

Collection Methodology:
Experian draws on a massive base of knowledge accumulated during our five
decades in business. We maintain a wealth of information about consumers
and how they make buying decisions. We compile data from hundreds of
public and propriety sources. These sources include self-reported information,
aggregated panel data, websites with permission to share information about
visitors, public records and historical retail purchases collected offline and then
brought online through propriety online data partnerships.

Use Our Data For:

Marketers from the retail,
financial services, media, telecom
and other industries use Expe-
rians audiences and data to
improve targeting precision and
predictability. Our clients trust
Experian for our data quality and
our 10-year expertise in executing
premium audience targeting in
digital display.

86 | Oracle Data Cloud

 Professional Investing professional investors, wealth managers and
financial advisors broken out by type
Custom Audiences custom audiences can be created on demand across
all segments, including demographic and geographic overlays

Financial Audiences: Collection Methodology:

A Buyers Guide
Our audiences are built with data collected from exclusive and financial-fo-
cused publisher partners. All audiences are built with a combination of:
Content website content categories, pages, site searches and more
DATA TYPES: Financial Behaviors comments, shares, recency, frequency, media views and ad
interactions
Financial Audiences Data 101 Registrations subscriptions, purchases and more
FinancialAudiences by Dean Media Group, is an audience management
and targeting platform designed to help financial marketers and publishers Use Our Data For:
maximize their audience data. In collaboration with exclusive publisher Successful marketing partners include trading education companies, brokerag-
partners, weve created an industry first, financially focused audience data es, asset management firms, banks, exchanges and more for both brand and
set designed to make marketing simple and intuitive for marketers looking to direct-response campaigns.
target people in-market for financial products and services.

Description of Data Types:

FinancialAudiences data is hyper-segmented into 200+ targetable audience
segments all derived from four primary categories:
Personal Finance insurance, lending/credit, banking, retirement, real
estate and more
Business Finance small to mid-sized business owners in-market for
anything from insurance to lending/credit and banking
Individual Investing online investors and active traders with high invest-
able assets interested in a variety of markets

88 | Oracle Data Cloud 89 | Data Directory

 Collection Methodology:
Using carefully verified, behavioral targeted date on the Forbes Premium
Network, advertisers can pick and choose from over 80 unique Channels and
Sections to create custom, highly optimized segments. This first-party data can
reach audiences broad or niche.

Forbes:
Use Our Data For:
A Buyers Guide Forbes Premium Data works best when segments are mixed and matched to
create custom audiences of business and finance professionals and affluent
consumers.
DATA TYPES: Auto, B2B, Financial, Offline Match, Political, Seasonal,
Social/Lifestyle, Telecommunications, Travel

Forbes Data 101

Serving as the worlds definitive source for business and finance news since
1917, Forbes and its Premium Data Platform offer unparalleled access to a
highly affluent and connected audience of insiders, innovators and influencers.
Advertisers look to Forbes for exclusive access to the business community and
the rest of the worlds elite with custom built, highly specified segments and
exclusive targeting solutions.

Description of Data Types:

Forbes Premium Data is arranged by channel and section in correspondence to
Forbes.com. Channels include Business, Investing, Technology, Entrepreneurs,
Opinion, Leadership, Lifestyle and Lists. Each channel contains an array of
more specific sections covering topics as diverse as Sports & Leisure, Travel,
Autos, Personal Finance, Intelligent Investing, Mobile, CEO Network and Style
& Finance.

90 | Oracle Data Cloud 91 | Data Directory

 Inclusion of personal interview data focused on media & demographics
And finally, leave-behind product booklets with questions on: products,
brands, lifestyle, psychographics, are compiled

GfK: Use Our Data For:

Targeting

A Buyers Guide
Media planning and buying
Consumer insights
Customer acquisition and retention
DATA TYPES: Demographic, Financial, Political Product development
Marketing mix strategy
GfK Data 101
GfK MRIs National Study, the Survey of the American Consumer, provides
a detailed view of the 226 million adult consumers in the U.S. their media
choices, detailed demographics, consumption of over 6,500 products in nearly
600 categories and 1600+ lifestyle and psychographic questions and segmen-
tations. Our segments are extracted from this national study.

Description of Data Types:

GfK MRI offers attitudinal segments covering a variety of consumer behavior
and interests, including buying styles, food attitudes, health attitudes,
technical attitudes, cellular/mobile attitudes, vacation/travel attitudes, fashion
& style attitudes, and financial attitudes.

Collection Methodology:
The GfK collection methodology includes:
Dispersed area probability samples
Elimination of cell-phone only and Internet sample limitations
Inclusion of adults 18+ living in private households
A collection of 25,000+ respondents per year in 48 states
*Only one adult from each household is surveyed

92 | Oracle Data Cloud 93 | Data Directory

Gravy: A Buyers Guide
DATA TYPES: Auto, B2B, Social/Lifestyle

Gravy Data 101

Gravy TruLife are the only mobile, location-derived audiences built by identi-
fying consumer interests and intent based on verified engagements at millions
of local events and activities, as well as places. Gravy combines its mobile Collection Methodology:
Geo-Signals Cloud and patented AdmitOne location and event attendance Gravy collects anonymous mobile device IDs and location signals via numerous
verification engine to deliver TruLife predictive audiences, competitive foot sources including SDKs, which feed our Open Geo-Signals Cloud. The signals
traffic insights and campaign attribution. are matched against our AdmitOne database of millions of local event,
activity and place geofences, and processed to verify consumer attendances.
Description of Data Types: Verified attendances are critical when defining audiences, as segment
TruLife Audiences fall into four distinct categories: Lifestyle, Life Stage, inclusion will be polluted by mobile consumers walking or driving by events
Enthusiast and In-Market/Intender, representing a broad range of lifestyles and places. Audiences are then generated using only verified attendances.
that indicate a strong interest in specific products and services.
An example of a Lifestyle audiences is Athletes, consisting of mobile consum-
ers frequently participating in local sporting events.
Use Our Data For:
An example of an In-Market audience is Home Buyers, consisting of mobile
TruLife audiences are best for:
consumers frequently attending homes for sale/open house events and new
home communities. Targeting:
Highly-commitment consumerspassionate enough to invest time to
Some TruLife event-attendance audiences include:
physically engage in local events and activities
Active Athletes At Home Chefs Down-funnel intendersclose to making a purchase such as a home
Luxury Lifestylers Active Retirees or an auto
Self Pamperers Expectant/New Parents
Executing competitive geo-conquesting by brand/geography
Health Nuts Auto Buyers, Home Buyers
Life Music Lovers Beer Lovers, Wine Enthusiasts Measuring foot traffic generated from campaign flights

94 | Oracle Data Cloud 95 | Data Directory

 Traditional Marriage; Oppose Obamacare, Support Obamacare and Undecided
on Obamacare
Personal Demographics
Gender; Age; Income and Wealth; Home Ownership; Children in the Home;
Marital Status; Investment Voters; Sports and Gambling Interests

i360: A Buyers Guide

DATA TYPES: Data Access Audience On, Demographic, Financial, Political,
Collection Methodology:
Server Side Data Transfer Enabled i360 was built with a goal of maintaining a constantly updated database of
voter information from states and counties across the country. Layering in
i360 Data 101 hundreds of consumer data points from leading data providers, census data,
i360 is the leading data and technology resource for the pro-free-market precinct level election returns, and political identification and coalition data,
political and advocacy community. From its database of 190+ million active i360 processes 4 billion+ records a year.
voters and 250+ million U.S. consumers, with hundreds of data points on i360 modelers then work with industry-leading software companies to build
American adults, i360 arms advertisers with a wealth of data on partisanship, predictive models around partisanship, vote propensity and issue alignment,
economic and social issue alignment, and personal characteristics to target answering unknowns where hard data points are unavailable.
audiences with precision and deliver results at the polls.
Use Our Data For:
Description of Data Types: i360 data is used by pro-free-market political and advocacy organizations to
The i360 Online Segments are custom-tailored for the political and advocacy target and reach voters and prospective voters with content and creative that
communities. Segments include: speaks to their alignment
Registration & Partisanship and issue affiliation.
Political, lifestyle, issue,
Registered, Unregistered and Newly Registered Voters; Primary Voters; and demographic seg-
Republican, Democrat, Independent, and Swing Voters ments can be leveraged
Propensity or Likelihood to Vote to target audiences
High, Mid and Low with precision and serve
meaningful content across
Issues every channel.
Fiscally Conservative Spending and Debt, Fiscally Conservative Tax,
Fiscally Liberal - Tax; Pro 2nd Amendment Voters; Likely Pro-Choice and
Likely Pro-Life; Likely Supportive of Same Sex Marriage, Likely Supportive of

96 | Oracle Data Cloud 97 | Data Directory

 Psychographic Information collected by print consumption, third-party
research, and purchase data (ex: eco-luxury travelers subscribe to travel
magazines, self report on trips taken, frequently book foreign travel, and
donate to environmental causes)
Media Consumption Print subscriptions, book purchases, video purchases,
TV viewership

i-Behavior: B2B Products and services

Social Media Interests Activity on social media platforms.

A Buyers Guide
DATA TYPES: Auto, B2B, Demographic, Financial, International, Mobile,
Offline Match, Political, Retail, Seasonal, Social/Lifestyle, Travel Collection Methodology:
The data cooperative gathers SKU-level data from various data contributors,
i-Behavior Data 101 which is de-identified and anonymized for digital targeting.
i-Behavior data is primarily sourced from a data cooperative. This cooperative
collects SKU level POS data from contributing merchants, retailers, financial Use Our Data For:
services firms, insurers, catalogers, non-for-profits, etc. In addition, i-Behavior Create custom built audiences driven by consumer or research insights.
data includes sources covering B2B, demographic, psychographic, media I-Behavior syndicated data is effective for branding and customer acquisition
consumption, and social media interests all connected at the individual level. campaigns in Retail, CPG, Financial Services, Telecom, Insurance, Health Care
Data includes: and Auto.
U.S. 3,000+ data contributors; 190+ million consumers
Canada 2400+ data contributors; 14+ million consumers
UK 150+ data contributors; 33+ million consumers
France 200+ data contributors; 22+ million consumers
Brazil 70+ data contributors; 80+ million consumers

Description of Data Types:

Purchase Data Point of Sale data from multichannel down to the SKU level
as identified by data contributors.
Demographic Data Information collected by Amerilink.

98 | Oracle Data Cloud 99 | Data Directory

 Infogroup Consumer Reach over 140 demographic, behavioral and
interest audiences.
Infogroup Media Solutions B2B Xchange Reach over 290 company,
professional, technology and professional interest audiences.
Infogroup Media Solutions B2C Xchange Reach 427 consumer interests,
lifestage, past purchase, political affiliation, charitable causes and much more.

Infogroup:
A Buyers Guide Collection Methodology:
Categories (for a full list see the BlueKai taxonomy)
Business Demographic Technology
DATA TYPES: Auto, B2B, Behavioral, Demographic, Financial, Modeling, Professional Charitable Causes Behavioral
Offline Match, Political, Retail, Seasonal, Social/Lifestyle, Travel Infogroup believes that a key to obtaining quality information is to blend
data from multiple sources. Infogroup partners with select data providers to
Infogroup Data 101 collect relevant information, and blend these data streams into one consistent,
Infogroup is the only business and consumer data compiler of scale in the consumable asset. We aggregate more data from more disparate sources than
industry. Weve been compiling data since 1972, offering more than 40 years of any other information provider. For our business data, we partner with more than
experience and expertise in data, analytics and marketing services. 6,000 trusted sources. For consumer data, over 100 data partners contribute to
more than 29 billion records aggregated annually. Here are some of our sources:
Infogroups proprietary compilation, verification and data quality processing
Online Registrations, Trade Publications, Event Organizers, Online Newsletters,
ensures we provide the most reliable, accurate and comprehensive data
Company Financials, Publisher Co-ops, Business Registries, Offline and Online
available in the industry.
Publishers, State Filings, Annual Reports, Business Journals & Periodicals,
Evidence of our commitment to providing the most accurate data to our clients Telephone Directories, Political Files, Public Tax and Real Estate Records, Public
are the more than 25 million calls we place every year to businesses, and Utility Information, Transactional Data, Internet Research, Legal Filings and
an annual investment of more than $20 million in data quality. Our rigor and Phone Verification.
expertise in data quality and strategy are why were a trusted partner to 70 of
the top Fortune 100 companies. This also is why our data is used to power the Use Our Data For:
worlds top search engines and in-car navigation systems. Empowering precision insights and targeting across channels and devices
Finding like customers for prospecting & acquisition
Description of Data Types: Reaching niche business & professional audiences
Access 1,000+ pre-built online audiences. Each includes a combination Audience profiling & analytics
of extensive company and professional insights, rich demographics, Omni-channel marketing solutions
behaviors and deep insights so you can target with confidence.
Improving ROAS
Infogroup Business & Professional Reach over 137 company and
professional audiences. People-based marketing

100 | Oracle Data Cloud 101 | Data Directory

 Years of research and a track record of more than 500+ purchase-based
targeting campaigns demonstrates that using our concise representation of the
spend in a CPG category, subcategory or brand improves targeting effective-
ness over disparate, ever-changing individual data elements.

IRI: Use Our Data For:

A Buyers Guide
IRI ProScores helps CPG advertisers understand the market, develop smarter
targeting strategies, and increase the productivity of digital marketers and
their advertising investments. IRI ProScores can be used to target shoppers
who:
DATA TYPES: CPG, Demographics, Mobile, Offline Match, Retail spend a lot in your category or brand
spend a lot on competitive brands
IRI Data 101
spend a lot at specific retailers
IRI is a leader in delivering powerful market and shopper information, predic-
tive analytics and the foresight that leads to action on behalf of more than
95% of Fortune 100 consumer packaged goods (CPG) and retail companies.
IRIs ProScores for BlueKai enables media buyers to laser-focus their
campaigns on verified high-propensity brand buyers.

Description of Data Types:

IRI ProScores identifies the top spending shoppers across CPG categories,
subcategories and brands for every U.S. household. To determine each
households spend, IRI combines its own proprietary data sources with those
from trusted third parties, which are then fed into a highly advanced predictive
modeling engine.

Collection Methodology:
IRI ProScores drives improved audience targeting across the digital landscape.
The data nucleus of ProScores is the IRI Consumer Network, a national
consumer panel, which is the industry standard for understanding what
shoppers consume across the CPG space. IRI also layers in highly dimensional
demographics from Experian to fine tune our scoring accuracy.

102 | Oracle Data Cloud 103 | Data Directory

 Collection Methodology:
To enable advertisers and agencies to target audiences online with ease, we
have built intuitive targeting segments based on our proprietary measures of
households financial capacity, propensities, preferences, and behaviors. These
segments leverage IXI Services foundation of direct-measured asset data,
aggregated credit information from Equifax, and our proprietary segmentation

IXI: A Buyers Guide

systems.

DATA TYPES: Auto, B2B, Credit, Demographic, Financial, Mortgage, Offline

Match, Restaurants, Retail, Seasonal, Telecommunications, Travel
Use Our Data For:
IXI Data 101 With IXI Services Digital Targeting Segments, advertisers can target online
IXI Services, a division of Equifax, offers Digital targeting solutions that enable audiences using a range of financial and behavioral characteristics, as well
marketers to better deliver the right message to the desired target audience as industry specific segments for industries such as small business, auto,
based on visitors likely financial interests and profiles. A leader in delivering insurance, retail, telecommunications, credit cards and travel. We can also
marketing solutions based on anonymous, aggregated wealth and asset data, build customized segments to match specific client needs.
IXI Services enables consumer segmentation according to a wide array of
financial metrics, including investment behaviors, spending levels, and other
financial characteristics.

Description of Data Types:

Consumers financial situations have an enormous impact on their ability to
make investment decisions and spend on discretionary items. Money matters!
IXI Services offers digital targeting solutions that enable marketers to better
deliver the right message to the desired target audience based on visitors
likely financial interests and profiles.
IXI is the only data source based on direct measurement of 43% of U.S.
consumer invested assets. We help marketers reach audiences based on likely
financial propensity and purchase interests. Segment are based on investment
behaviors, spending levels, other financial characteristics and a range of
product propensities like retail, travel, auto, and more.

104 | Oracle Data Cloud 105 | Data Directory

 Examples of pre-defined groups include consumers who love to buy new
gadgets and appliances, consumers who buy free range food and drink, cinema
goers whose favourite film genre is thrillers and households who spend over
70 on the weekly grocery shop.

Kantar Media: Collection Methodology:

TGI conducts thousands of interviews annually on a representative sample

A Buyers Guide
of adults. Data collection is by questionnaire following initial face-to-face
qualifying interview.
After creating a consumer target on TGI, the variables that best define it are
identified by KBM Group who then pinpoint lookalikes in their own consumer
DATA TYPES: Auto, CPG, Creative Optimization, Demographic, Financial, transactional database.
Retail, TV
KBM Group then undertakes modeling, linking data from the TGI target to
Kantar Media Data 101 cookie data at the individual level, before delivering cookies to reach the target
online.
Kantar Media TGI studies consumers: who they are, why they behave and
make choices as they do and how best to reach them. In 70 countries, we
Use Our Data For:
deliver the most comprehensive insight into online and offline consumer
behavior to advertisers, agencies and media owners. Use Kantar Media data for the following:

To enable effective programmatic solutions TGI partners with KBM Group, Identifying and reaching richly-defined consumer target groups online,
whose world-class marketing solutions integrate offline and online marketing built from real characteristics and behaviour, not just their online user
channels, allowing companies to achieve high-performance customer engage- journeys
ment and marketing ROI. Creating campaigns
around consumer
Description of Data Types: lifestyles, product usage
TGI Ad-Vantage informs online campaigns around characteristics as discrim- and attitudes prompting
inatory as consumer lifestyles, product usage and attitudes, drawn from the particular online
comprehensive consumer insight available through our TGI study. behaviour
Realising brand building
TGI Ad-Vantage comprises standard and bespoke solutions. Our standard
opportunities that would
segments comprise pre-defined targets for online targeting. There are over 50
otherwise be missed,
of these pre-defined targets available, fulfilling a very broad range of targeting
by reaching attitudinally
requirements.
and motivationally driven
targets

106 | Oracle Data Cloud International: UK 107 | Data Directory

 Collection Methodology:
Lotame audiences are primarily collected from our extensive group of
publisher partners. Partners place proprietary Behavioral Collection Pixels
(BCPs), allowing us to collect demographic, interest, action, search, purchase
intent, and other data points. Our BCPs enable the collection of more than 2
billion data points/day while organizing them into 2200 categories of human

Lotame: A Buyers Guide

behaviors.
Offline Purchase Audience taxonomy is collected in partnership with
online-offline onboarding partners who anonymously match in-store purchases
to online cookies for targeting.
DATA TYPES: Auto, Behavioral, CPG, Demographic, Financial, Political, Retail,
Seasonal, Social/Lifestyle, Travel, Video

Lotame Data 101

Lotames third-party SMART Data comes from our extensive network of
Use Our Data For:
publisher partners and offline aggregators. The data consists of self-declared
Our Audience segments are designed to cover every major vertical. Including:
and demonstrated behavioral data from unique publisher partners, yielding
accurate and scalable Demographic, Behavioral Interest, and Social influencer CPG
audience segments. Lotame Smart Data bundles 100% declared and demon- Automotive
strated data (NOT panel-based, modeled, or inferred) into over 2200 audience Travel
segments across all major verticals (Auto, Travel, Finance, Retail, CPG, Finance
Technology, and more). Green Living
Gamers
Description of Data Types: Advocacy
Demographics 100% self-declared by a user on a profile or registration, Entertainment
and matched with offline sources Fashion
Technology
Behavioral Interest this data is self-declared or demonstrated by a
users actions on a publisher. Completed actions include articles read, on-site Ideal use-cases are
searches, clicked on, searched for and any other action a user could complete top-of-the-funnel, brand
on a page advertisers looking to
reach large audiences
Social Influencer Action users that frequently complete social actions
and generate awareness,
that others online can see, such as sharing, rating, posting, or commenting
intent, likelihood to
Offline CPG Purchase through anonymous onboard partners, Lotame can recommend/purchase, and view.
provide targeting based on CPG purchases in-store

108 | Oracle Data Cloud International: UK, SP, FR, IT, DE, RUS, AU 109 | Data Directory
 Entertainment Movies, Streaming Services, Console/PC Gaming
Restaurant QSR, Midscale, Fine Dining
Home Goods Furniture, Mattresses, Fixtures & Accessories
Luxury Travel, Retail, Hotel
Professional Services Plumbing, Electricians, Accounting, Tax, Legal,
Advertising

MasterCard Advisors: Reach users in these categories based on heavy or frequent historic spending
or a statistical propensity to spend.

A Buyers Guide
DATA TYPES: Demographic, Mobile, Offline Match, Retail, Seasonal, Travel Collection Methodology:
MasterCard Audience data is collected through brick & mortar, e-commerce
MasterCard Advisors Data 101 & mobile transactions processed by MasterCard Worldwides global payment
MasterCard Audiences are powerful behavioral based segments derived from card network.
actual anonymized transaction data. Advertisers are enabled to reach the most MasterCard cleanses and aggregates transactions with 2,000,000+ automated
relevant consumer populations based off of real world spending insights. rules to classify spending data in real-time. No PII is collected or leveraged in
MasterCards standard segments are available in three categories. Leverage MasterCards processes. Data is associated with cookie populations through a
insights from the power of aggregated spend data to identify: (i) Top Tier proprietary privacy by design double blind matching process.
Spenders, (ii) Frequent Transactors & (iii) users In the Market to spend by
category. Use Our Data For:
Maximize your ROI with MasterCard standard, seasonal or custom insights. When you need to reach the
right audiences without inferred
Description of Data Types: modeling, MasterCard Audiences
are the best in class choice. Use
MasterCard Audiences are available across any category where MasterCard
insights from verified, reliable and
credit cards are accepted.
anonymous credit card transaction
Standard categories include: data to power prospecting,
Auto New, Used Vehicle Sales, Fuel Spend acquisition and category specific
Hotel Upscale, Midscale, Motel, Casino paid media efforts. MasterCard
Custom Audiences allow for unparalleled customization such as competitor
Travel Business, Domestic/International Air, Cruise, Car Rental
conquesting, re-activation of lapsed customers and more.
Retail Consumer Electronics, Sporting Goods, Apparel, Department
Stores

110 | Oracle Data Cloud 111 | Data Directory

 Automotive Generate demand and drive overall sales with
90 in-market segments across every major brand.
Retail Grow top line sales with 220 retail audience segments
covering 500,000 stores.

Collection Methodology:

MaxPoint:
MaxPoints proprietary technology gathers, analyzes, and categorizes, in
real-time, the online and offline purchase intent, location activity, and retail
preferences from 1 billion unique devices. Our audiences are built from the

A Buyers Guide
content consumed across 60 billion page views each day and then organized
into over 750 segments with reach across desktop and mobile. Our unique
ability to collect deterministic and probabilistic data beyond the cookie,
including IP, Device ID and location data, provides a more accurate and
DATA TYPES: Auto, Retail scalable audience.

MaxPoint Data 101

MaxPoints multi-channel audiences deliver precision targeting at scale.
Confidently reach in-market consumers with segments that combine the Use Our Data For:
location activity, purchase intent, and offline and online consumer interests MaxPoint Audience Segments reach in-market consumers across any of their
from more than 1 billion unique devices. MaxPoint offers over 750 pre-built devices:
audience segments, as well as custom segments, that cover every major Deliver custom messages at different stages of the purchase funnel
vertical and industry. MaxPoint audiences are built from real-world consumer
Discover new, or similar audiences within a specific location
visits and interests across mobile and desktop to satisfy any marketing goal.
Retarget your audience
Description of Data Types: Sync ad delivery to customer
Find valuable in-market consumers with MaxPoints 750+ pre-built audiences relationship (recent
and custom audiences. A few of our top categories include: purchasers, loyalty
card holders, sales
Location Targeting Target the ideal consumer with 240 audience incentive plans,
segments that combine the mobile and desktop activity of more than etc.)
1 billion unique devices.
Purchase Intent Reach consumers exhibiting strong purchase intent
signals with over 300 segments created from the daily consumption and
categorization of 60 billion pages.

112 | Oracle Data Cloud 113 | Data Directory

 Other categories include:
Education Millennials
Donors Pet Owners
Home Improvement/DIY Health & Exercise
Finance Automotive
Underbanked Age

Media Source Solutions:

Low Sugar/Low Fat Income
Cooking/Food Gender
Travel B2B and many more!

A Buyers Guide
Baby Boomers

DATA TYPES: Auto, B2B, Behavioral, CPG, Creative Optimization

Demographic, Financial, Retail, Travel Collection Methodology:
We collect offline data from reliable unique sources using several large
Media Source Solutions Data 101 consumer databases built from self declared information, transactional,
Media Source Solutions developed a company culture evolving around the retail and other direct response methods. In addition, we also receive
credo yes we can. Back in 2003 when we first started, we believed if we daily information that provides us with many different attributes including
offered fresh, niche, targeted data we could carve a place for ourselves in an demographic, lifestyle, CPG and behavioral data. This results in exclusive, fresh
already crowded marketplace. Our faith that yes we can and expansion to data sets being used for highly effective targeting to the most responsive of
include new products and services translated into 10+ years of success and consumers. Much of this segmentation is available exclusively through us.
continued growth. Areas of specialty include CPG, In-Market, Automobile, B2B
and Underserved. Use Our Data For:
We brought millions of offline
Description of Data Types: records online to help build
Our Taxonomy contains over 800+ segments that can be used to build custom unique campaigns. Paraphras-
audiences. Our gender segment is particularly strong and has proven to be a ing Buzz Lightyear, our data
stand out! can be used to Infinity and
CPG Reach consumers who have made multiple transactions by category. It Beyond! Maybe our reach isnt
can be overlaid with any of our other segments. quite that broad but its ideal
for large-scale campaigns,
In-Market Reach consumers who have raised their hands to say they are
targeting life stages and
ready to buy by product.
combining segments to create
specialized blends of data.

114 | Oracle Data Cloud 115 | Data Directory

 Also available:
Business Industry
Company Size
Company Sales
Functional Area / Job Function
Quality, Market Leading Source

Merit Direct: Data:

Online Email Newsletter
Registrations

A Buyers Guide Magazine Subscribers

Online Buyers
Catalog Buyers
And more...
DATA TYPES: B2B
Collection Methodology:
Merit Direct Data 101
MeritDirect data-driven solutions are powered by proprietary cooperative
MeritDirect is a leading provider of global multi-channel B2B solutions,
first-party databases from prestigious B2B publishers, catalogers and online
offering integrated marketing through a wide array of products and services.
merchants. MeritDirect combines multiple data feeds to create a unified,
Multi-channel B2B marketers achieve and maximize superior return through
proprietary online B2B database called OmniDIGITAL.
MeritDirects Customer Acquisition and Retention, Data and Media Services,
Strategic Services Group and International Services. Our data is vetted and validated to ensure top quality across all data sources
including self-reported online registration data. Furthermore, our segments are
Description of Data Types: refreshed constantly as cookies change due to browsing patterns of business
Your direct connection to the leading markets: professionals.
Construction Healthcare/Pharma
Ecommerce Human Resources
Engineering Information Technology
Use Our Data For:
Finance Manufacturing
Government MeritDirect can develop brand mindfulness and drive qualified B2B leads.
Merits premium data works best when portions are blended and matched to
Reaching key decision-makers and influencers: make custom segments for both wide-based or niche selections.
C-Level Management HR, Benefits, Training
Take advantage of Merits unparalleled OmniDIGITAL online B2B audience for
Senior Management IT Management
accurate targeting and segmentation for acquisition, branding/awareness and
Middle Management And more
retention campaigns.

116 | Oracle Data Cloud Mobile 117 | Data Directory

 warranty data, aftermarket repair and maintenance facilities, auto
warranty notifications, and scheduled maintenance records and is used
for marketing purposes.
CAMEO CAMEO is used to reveal valuable marketing intelligence on
American consumers, giving you optimum coverage and accuracy. Each
classification is built using a range of contributed transactional data,
population census and government registers at the finest geographical

Merkle: A Buyers Guide

levels available.

DATA TYPES: Analytics, Auto, Behavioral, Demographic, Financial, Offline Collection Methodology:
Match, Travel
Merkles data sourcing strategy is fueled by our in-depth knowledge of the
data market. Our proprietary data sourcing solution involves two phases:
Merkle Data 101
Merkles Connected DataSource brings the best performing data into 1- Assess each data category of interest to obtain a comprehensive under-
addressable digital segments. Merkle utilizes a unique offline data aggregation standing of the landscape
process to ensure that online data segments are accurate, predictive, descrip- 2- Empirical testing of the marketing information identified in the first phase.
tive, and actionable. Connected DataSource will reach high-value prospects This strategy fuels the creation of our national customer marketing database,
and drive higher marketing ROI. DataSource.

Description of Data Types: Merkles Offline DataSource contains:

Demographics DataSource demographics include a wide array of Data sourced from five of the six major national compilers
data including age, marital status, education, occupation, income and 2B+ records
presence of children making it easy to accurately identify your targeted 129MM+ households
audience. These key attributes are sourced from public sources such as 275MM+ individuals.
state registrations and mortgage and security deeds.
Leveraging the power of our offline DataSource, Merkle brings over 500 digital
Wealth Focus your marketing dollars on consumers with the most segments, powered by Merkles analytical and best of breed data in the offline
spending power utilizing attributes such as net worth and wealth rating.
Merkles Wealth attributes are built from a myriad of available elements marketplace, into online digital data targeting.
to contribute additional perspective, as well as, full coverage across
DataSource. Use Our Data For:
Lifestyle Consumers attitudes, behaviors and interests are key drivers Find High Quality Prospects online
in future purchases. Merkles Lifestyle data is compiled from consumers Create custom audiences by layering
self-reporting their interests in segments such as fitness, cooking, travel data segments
or reading. Multi-Channel Campaigns
Auto Accurately target consumers based on the make, model or style Site Personalization
of vehicle they drive. Merkles Auto data is derived from proprietary Look-A-Like Modeling
transactional sources, including sales and service data, automobile
118 | Oracle Data Cloud 119 | Data Directory
Navegg:
A Buyers Guide
DATA TYPES: Auto, CPG, Education, Fashion, Real Estate, Retail, Travel

Navegg Data 101

Navegg is a leading provider of Latin American online audience data. By
analyzing navigation habits, interests and web audience behavior on desktops
or mobile devices, Navegg is able to provide exclusive data on more than
400 million Internet users. We work with brands and publishers helping them
identify their best audiences. Collection Methodology:
Naveggs proprietary technology classifies users based on their browsing behav-
Description of Data Types: ior in eight out of ten of the leading sites in Latin America along with thousands
Navegg provides marketers with a taxonomy of more 1400 user segments, of e-commerce sites, generating 5 billion data points monthly. The anonymous
including: data is analyzed and compared to other users online behavior and then clustered
Demographics gender, age, education, income, marital status using advanced statistical methods. Our audience development methodology is
Interests Entertainment, Technology, Education, Family, Sports, based on market studies and research into consumer behavior trends.
Business
Purchase intention Fashion, Household, Travel, Auto, Real Estate
Brand affinity Auto, Fashion, Technology, Household brands
Everyone Personality and lifestyle type segments
Use Our Data For:
Everybuyer Industry specific pre-built lookalike audiences Targeting and insights on Latin American and U.S. Hispanic audiences, across
B2B Business by industry their entire consumer journey.

120 | Oracle Data Cloud 121 | Data Directory

 Collection Methodology:
We have data through API integrations with publishers and from major Telco/
Wi-Fi providers who can supply users location data. We also receive data from
mediation platforms (Ad Exchanges). All of the above data points are combined
with our own first-party location data set for modeling and assigning users to
data segments.

Near: A Buyers Guide

DATA TYPES: Analytics, Behavioural, Demographic, Mobile, Server Side Data Use Our Data For:
Transfer Enabled, Social/Lifestyle Our data segments can be licensed and used for inventory forecasting,
audience curation, targeting, geo-targeting, analytics, attribution studies and
Near Data 101 research reports.
Near is a location intelligence and analytics company that leverages
proprietary first-party location data and streaming data sources such as data
from mobile apps, Wi-Fi and Telco providers to gain insights about people
and places. Nears SaaS platform, Allspark, with a reach of about 700 million
devices across geographies, provides customers the flexibility to create custom
mobile audiences, target and get real time insights and analytics on those
audiences.

Description of Data Types:

We provide demographic data segments such as Gender (male, female) and
age groups (18-25, 26-35, 36-45, 45+). Behavioural segments include:
Professionals - Users who are seen in office locations during work hours
Students - Young users who are seen in schools/colleges/universities
Affluents - Users who reside in affluent neighborhoods and seen in luxury
shopping, dining and nightlife locations
Homemakers - Users who are seen in residential locations during work
hours

122 | Oracle Data Cloud International: AUS, NZ, UK, IRE, JPN, SG, HK, PHL, IDN, MY, TH, VT 123 | Data Directory
 Our audience profiles span the following categories:
Automotive
Beauty Products
Beverages
Demographics
Education

Neustar:
Entertainment
Grocery
Healthcare Products

A Buyers Guide
Hobbies & Interests
Home Improvement
Household Products
Life Events
DATA TYPES: Analytics, Audience Injection, Auto, Behavioral, CPG, And more
Data Access AudienceOn, Demographic, Financial, Mobile, Offline Match,
Partner Initiated ID-Syncing Enabled, Political, Retail, Seasonal, Collection Methodology:
Server-Side Data Transfer Enabled, Social/Lifestyle, Travel Our comprehensive audience data is built by linking over 80 million intercon-
nected data components, updated daily from over 200 data providers, to create
Neustar Data 101 the most accurate and rich dataset available. Our data is corroborated using
Neustar, Inc. (NYSE: NSR) is the first real-time provider of cloud-based over 2 million inbound updates to provide accurate, actionable audience data.
information services and data analytics, enabling marketing and IT security
Our methodology deterministically links identities for approximately 220
professionals to promote and protect their businesses. With a commitment
million adults and 120 million U.S. households to online cookies and mobile
to privacy and neutrality, Neustar operates complex data registries and uses
advertising identifiers to enable effective targetingwithout compromising
its expertise to deliver actionable, data-driven insights that help clients make
privacy.
high-value business decisions in real time, one customer interaction at a time.
More information is available at www.neustar.biz.

Description of Data Types:

Neustar AdAdvisor Audiences help marketers go beyond mere demographics Use Our Data For:
and provides the most trusted offline data source for cross platform
Marketers rely on AdAdvisor to accurately target prospects most likely
targeting. Neustar AdAdvisor offers approximately 16,000 audience profiles
to have an affinity for a brand, product, or service, to launch competitive
to enable marketers to target a portion of the U.S. population that indexes high
conquesting campaigns, and to reach micro-segments, like customers with a
for a particular behavior, characteristic, opinion or brand preference to meet
specified buying power or prospects who recently moved. Our audiences help
their specific campaign objectives.
marketers optimize their digital ad spend.

124 | Oracle Data Cloud 125 | Data Directory

 Collection Methodology:
We collect website log data from dozens of our partner online media. Some
are question and answer sites, others are specialized sites. We receive URL,
category and some anonymous member data through our original DMP.

Omnibus: Use Our Data For:

A Buyers Guide
Finding segments that look like your customers
Serving ads to found segments
Changing budgetary allocation between segments with CPC, CPA or other
KPIs
DATA TYPES: Auto, B2B, Behavioral, CPG, Demographic, Financial, Retail,
Travel

Omnibus Data 101

Omnibus is a leading digital advertising solution provider based in Japan.
We have been delivering premium Japanese audiences since 2012, currently
providing access to over 50 million unique users. Our extensive experience in
data-driven advertising and knowledge of the Japanese market allows us to
develop a variety of powerful vertical-specific solutions to meet any clients
needs.

Description of Data Types:

Our data are based on website log and research panel data.
Psychographic They cover a wide range, such as hobby, lifestyle,
affinities, business and so on.
For example, if a user views the page about real estate investment, we
add the user to a real estate investment segment.
Demographic They are users sex, age, job and family structure. The
classification is based on machine learning. The training data are an
online research panel.

126 | Oracle Data Cloud International: JPN 127 | Data Directory

 Life Stage Reach consumers identified by combining demographic
attributes with behavioral mobile data. For example, Job Seekers,
Parents, Pet Owners, Homeowners and High Net-Worth Individuals

Collection Methodology:
OneAudience collects its data from our extensive network of participating
mobile app developers. Our app developers integrate the OneAudience

OneAudience: Software Development Kit to discover their mobile audiences. We collect and
process billions of mobile events including app usage and device data signals.
These mobile events are linked to demographic, lifestyle and purchase data.

A Buyers Guide The combined data is processed and organized to create actionable audience
segments.

DATA TYPES: Auto, Behavioral, CPG, Demographic, Financial, Mobile, Retail,

Social/Lifestyle, Travel
Use Our Data For:
OneAudience Data 101 Our audience segments are used across every major vertical including Auto,
OneAudience is a leading mobile data intelligence provider that connects CPG, Travel, Finance, Mobile, Retail, Entertainment and Technology for all
mobile app developers, publishers and advertisers to help them discover their marketing campaigns including:
mobile audiences to enhance their offerings and effectively target mobile users Mobile campaigns
with their marketing objectives. Brand awareness
We process billions of mobile events through our network of mobile app Customer acquisition
developers and publishers. By linking demographic, lifestyle and purchase & app installs
data to deterministic mobile behavioral data, we create powerful real-world Retention &
audience segments for any consumer-focused marketing campaign. re-engagement
campaigns
Description of Data Types:
We have more than 150 audience segments linked to a combination of mobile
device indicators and demographic, lifestyle and purchase data, including:
In-Market Reach consumers who are looking to purchase across
multiple categories. For example, Auto Shoppers, Travel Shoppers,
Apartment Seekers, Retail Shoppers and Insurance Seekers
Lifestyle & Interests Reach consumer audiences based on interests,
preferences and activities. For example, Fitness Enthusiasts, Active
Investors, Music Lovers, Sports Fans and Travelers

128 | Oracle Data Cloud 129 | Data Directory

 consumer behaviors in key marketing verticals
including retail, travel, entertainment, finance
and dining. Offering scale in excess of 100
million devices within the U.S., PlaceIQs
audiences and measurement products are
created from multiple sources of mobile data,
designed to balance accuracy, coverage,

PlaceIQ: breadth and quality. To ensure the highest

caliber of data and analytics, PlaceIQ filters
location data through a robust, proprietary

A Buyers Guide data-processing pipeline to identify good location data. It also filters
fraudulent data (impression sinks, device spoofing, etc.) to ensure its location
data reflects true human movement.
DATA TYPES: Auto, Behavioral, Dining, Financial, International, Mobile, As a member of the Network Advertising Alliance (NAI), experts from this
Real-World Visitation, Retail, Social/Lifestyle, Travel leading self-regulatory association audit PlaceIQs data-collection processes.
NAI is committed to maintaining and enforcing high standards for data
PlaceIQ Data 101 collection and use for advertising online and in mobile. PlaceIQ is a currently
PlaceIQ is a powerful, location-based audience analytics and insights platform the only NAI-compliant location data provider.
that organizes a wide variety of consumer activity data around a precise
location base map at massive scale. By using location data to connect physical
and digital activities across time, space and devices, PlaceIQ enables brands
to better understand consumer behavior, acquire and retain consumers using Use Our Data For:
consumer profiles based upon movement characteristics and measure results PlaceIQs location-powered audiences are used to target current customers or
using real-world visitation. new prospects throughout their buying journey, including these use cases:
Reaching consumers who have visited a retail brands location, auto
Description of Data Types:
dealership lots, restaurants or other meaningful commercial locations
By analyzing device-level movement patterns, PlaceIQs location data provides
Conquesting audiences who visited a competitors location & identify
a unique understanding of consumer behavior across multiple marketing
loyalists based on frequency of location visits
verticals, including auto, QSR, travel, retail, entertainment and CPG. By
leveraging location data, marketers now have the power to connect the dots Re-engaging consumers who havent visited a store in a defined period of
between where people go and what they buy, and to finally break down time
barriers between the online and offline world. Segmenting audiences based on consumer lifestyles. For example,
observed visits to parks, beaches, sporting events & entertainment
Collection Methodology: venues
With 475 million hand-drawn points of interest across the U.S. and UK, Measuring real-world visitation to understand if digital ad exposure
our platform collects anonymous location-based data to better understand resulted in a subsequent visit to a point of interest

130 | Oracle Data Cloud 131 | Data Directory

 Email Provider Target companies by their email provider and server
being utilized.
SSL Vendor Segment companies by their SSL provider.
SIC Code Select Industry vertical by SIC code.
Annual Revenues Target Companies by their annual revenues.

Profound Networks:
A Buyers Guide Collection Methodology:
Profound Networks developed a platform to compile and analyze an excess
of 3 billion routable IP addresses and their corresponding DNS and networks
DATA TYPES: Auto, B2B, Financial, Geo, Social/Lifestyle, Telecommunications attributes on a quarterly basis. In addition to comprehensive IP mapping,
analysis of 200 million Domains is also conducted each quarter.
Profound Networks Data 101
Profound Networks engages in Internet scale monitoring and analysis of Use Our Data For:
publicly available corporate networks and creates actionable data assets for Profound Networks data is best leveraged when it comes to targeting the
competitive advantage in the telecom and IT verticals. Digital Footprint side of the business. Strategies include targeting businesses
by network size, network growth, server architecture, eCommerce, Analytics,
Description of Data Types: Cloud vendors and more. Ideal for IT and Telecom space!
Network Growth Target Companies growing their online network at
specific rates.
Device Count Segment companies by # of devices on their public
network.
eCommerce Target companies using specific eCommerce platforms.
Web Analytics and Tracking Target companies leveraging specific
website and tracking platforms.
Advertising Target companies monetizing traffic with specific
advertising platforms.
Social Networks Target companies that have built on Social Networks.
Hosting Provider Target companies by their website hosting provider.
Cloud Provider Target companies by their Cloud Provider(s).
Content Management System Reach companies by specific CMS
platform.

132 | Oracle Data Cloud 133 | Data Directory

 Collection Methodology:
Proxamas data is collected by using Bluetooth low-energy beacons positioned
across transport infrastructure and high footfall and dwell time destination
locations. Proxama segments are modeled based on physical behaviors of
mobile users.

Proxama: Use Our Data For:

A Buyers Guide
Targeting audiences based on their physical behavior in addition to their online
behavior, such as regular visitors to a football stadium or a shopping center.

DATA TYPES: Offline Match, Retail, Social/Lifestyle, Travel

Proxama Data 101

Proxama is the leading mobile proximity engagement and data company. We
specialize in transport-based mobile proximity services. We use Bluetooth
beacon-led technology to deliver the most accurate and reliable mobile
location and behavioral data for engagement, audience management and
traveler insights.

Description of Data Types:

Travel Users defined by mode of transportation, including bus, train
and air, as well as travel behavior, such as commuter
Retail Defined by users regularly visiting retail locations, such as
shopping malls
Leisure Defined by users regularly going to leisure locations. For
example, football fans visiting stadiums or regular cinema goers

134 | Oracle Data Cloud 135 | Data Directory

 Intent derived from observed mobile user behavior patterns across a variety
of app and device signals that indicate definitive consumer intent for a product
or service category.

Collection Methodology:
PushSpring: PushSpring collects only non-PII data signals via the PushSpring SDK installed
directly within the apps of our partner mobile developers and permissioned

A Buyers Guide
by end users upon installation of those apps. This data is tied to anonymous,
resettable, and opt-out enabled advertising IDs associated with user devices
(IDFA for iOS and Android Advertising ID for Android) to create fully permis-
sioned, aggregated and anonymous behavioral audience segments.
DATA TYPES: Auto, Behavioral, CPG, Demographic, Financial, Mobile, Retail,
Seasonal, Social/Lifestyle, Travel Use Our Data For:
Target mobile app audiences. PushSpring provides device-level targeting by
PushSpring Data 101 advertising ID, enabling advertisers to reach key audiences across apps. Use
PushSpring provides device-level targeting data for verified iOS and Android PushSpring data to deliver tailored messages for:
mobile app audiences. PushSpring Personas are crafted using advanced Driving brand awareness to high-value mobile audiences
machine learning applied across billions of mobile app and device-level signals
App install and customer acquisition
such as app ownership, location, and other device settings to create accurate
views of mobile audiences spanning multiple dimensions. All PushSpring data Customer engagement and app re-engagement
is processed through a series of validation checks to eliminate IDs associated Mobile performance
with fraudulent traffic and ensure Personas represent real audience members.

Description of Data Types:

PushSpring Personas address marketers targeting needs across three consum-
er dimensions: Life Stage, Interest & Activity, and Intent.
Life Stage designed to capture characteristics, behaviors, and patterns that
define key life events and situations for consumers.
Interest & Activity provide marketers a complete view of mobile consumer
interests sourced from apps and device signals, and refined as those signals
evolve.

136 | Oracle Data Cloud Mobile 137 | Data Directory

 Collection Methodology:
Qualia collects data from a little over 15 data partners, which allows us to
assemble a unique data set. Were working with partners that specialize in
loyalty programs, wish lists, social media, product comparisons, location based
data and more.

Qualia: A Buyers Guide Before a user is bucketed into an audience, we look for these users to perform
consumptive, declarative and actionable data points, to ensure these users
DATA TYPES: Auto, B2B, Financial, Retail, Social/Lifestyle, Travel
are the most qualified. Lastly, once a user is placed in an audience, well score
Qualia Data 101 the users based the users recency, which will allow you to target the most
qualified user today and allow you to target a lesser qualified user tomorrow.
Our segments are created based on a variety of intent-focused user generated
signals (price alerts, coupon downloads, purchase history, shopping/wish list
additions, location data, etc.) coming directly from our website, app and SDK
partners. Our data is different than that of a lot of other providers because
these are all declarative signals expressed by consumers, which our IQ
algorithm evaluates based on strength, recency and frequency. We take into
account multiple actions performed across all devices as opposed to simply
classifying a consumer as in-market based on one action. 70% of our data is
unique to Qualia.

Description of Data Types:

Qualia has in-app and web based data available covering categories such as
automotive, travel, entertainment and more. Most of the categories we offer
are two tiered, for both in-app and web.
An example of how we define our audiences would reflect as the following
(this is for a college education user) Consumers exhibiting the strongest and Use Our Data For:
most recent signals of intent towards college education, bachelors degree, Our data is best used for in-app campaigns, as 45% of Qualias in-app data
masters degree, college research, etc. Note: within Qualias in-app data were is location based data. Weve seen strong performance in the past within
able to see if the user physically went to a university. This is a robust action, automotive, retail, health and travel verticals. Qualias data has a 40% overlap
that would make this user heavily qualified to be in this particular audience. from in-app to web (with our cross device approach), this allows you to target
Other categories we cover include retail, home improvement, sports, tech, the same users via in-app / web, to ensure youre reaching the most qualified
business and more! users at the best time and on the right device.

138 | Oracle Data Cloud 139 | Data Directory

 psychological thrillers, the best country
rap bands along with thousands of
other similar searches. Our data allows
marketers to reach opinion seekers in
specific genres or cord cutters looking for
entertainment on specific OTT platforms.

Ranker: A Buyers Guide

Politics Leveraging our proprietary
opinion graph that connects voting
behavior across domains, we tie specific celebrities and entertainment
properties to liberal (e.g., fans of Neil Patrick Harris and Louie) and
DATA TYPES: Auto, Behavioral, CPG, Demographic, Political, Retail, Seasonal, conservative (e.g., fans of Carrie Underwood and 2 Broke Girls)
Social/Lifestyle, Travel psychographics.
Internet Culture Individuals who are enmeshed in the internets
Ranker Data 101 celebration of memes, geeks, nostalgia and celebrity gossip are readily
Ranker is a top 100 online destination that provides data-driven answers, along targetable with these segments.
with snackable content to an audience of over 23 million unique visitors each Shopping Most of these individuals come from Google searches for
month. Our site is most popular among millennials who vote on youth-oriented specific product categories in Fashion (best cowboy boots), Games
topics like video games, vampire movies, NBA players and geek culture. (most anticipated video games) and Food (best snack foods) enabling
We also provide crowdsourced answers to high-intent searches for specific marketers to reach high-intent audiences without the costs associated
entertainment genres (the best CIA movies), entertainment platforms (best with search engine marketing.
on Netflix), food items (the best candy bars) and retail products (the best
mens watch brands), enabling marketers to reach active online opinion
seekers in specific domains. Using our proprietary opinion graph to tie together
opinions across domains, we also have political segments available based on
liberal and conservative affinities. Collection Methodology:
Ranker collects millions of opinions each month from hundreds of thousands of
Description of Data Types: individuals who are actively seeking out crowdsourced answers about specific
Millennial Interest Data Many youth-oriented topics on Ranker topics. Visitors to these data-driven answers, many of whom come from
appeal mainly (80+%) to millennials and marketers seeking out high-intent searches, are segmented based on interest in both broad (e.g., TV
enthusiasts in topics that millennials are specifically interested in will enthusiasts) and specific (e.g., Thriller Fans) segments.
find a valuable youth-oriented audience available at scale. Female vs.
male millennial interests are targetable as well. Use Our Data For:
Entertainment Just as people go to Yelp to read opinions and go Use Ranker data to target millennial interests, fans of geek/internet culture,
to restaurants, people come to Ranker to read opinions about movies, or individuals with specific politically-laden cultural sensibilities at scale. Also
TV shows and music to discover and consume the best TV shows to use our data to target high-intent entertainment opinion seekers in film, TV and
binge watch, the best family shows on Amazon Prime, the best music.

140 | Oracle Data Cloud 141 | Data Directory

 Intent segments: users that browse specific products on ecommerce sites,
classified sites or have specific search keyword data (e.g., Purchase
intention in Smartphones, Purchase intention in Cars, Purchase
intention in airplane tickets for traveling to U.S.)
Language segments: users that browse content repeatedly in a specific
language (e.g., Spanish, English, French)

Retargetly:
A Buyers Guide Collection Methodology:
We collect data from our publishers and partners network through:
Javascript tags/SDKs
DATA TYPES: Demographic, International, Mobile Server to server integration

Retargetly Data 101 Our methodology consists on matching specific on site/app events, actions,
search keywords and other data to specific segments from our taxonomy. This
Retargetly is the leading independent DMP and Data Exchange that focuses on
process is constantly reviewed and tested by our team of data scientists to
hispanics audiences. We power publishers, marketers and advertising agen-
ensure accuracy and reach of all of our segments.
cies from U.S., EMEA and Latam with proprietary segmentation technology and
audiences that deliver results.
Use Our Data For:
Through our Smart DMP solution the first freemium data management Retargetlys data is
platform for publishers and exclusive partnerships with top selected data ideal for targeting
providers, we are able to collect data across multiple online and offline Hispanics and Latino
properties and offer the best hispanics and latino audience segments for both audiences at each stage
branding and direct-response campaigns. of the purchase funnel,
improving response rates,
Description of Data Types: conversions and brand
Retargetlys taxonomy is organized into the following main categories: recognition.
Demographic segments: users that belong to a specific demographic
group (e.g., Male, 25-34 years, AB socio-economic group)
Interest segments: users that browse specific content or declare
interest in them (e.g., Interest in Motherhood, Interest in Sports and
Outdoors, Interest in Nightlife)

142 | Oracle Data Cloud 143 | Data Directory

 Collection Methodology:
Consumers scan products all over the world every day. We classify this data
into product categories and audience segments. We often know where the
product was scanned, and the gender and age range of these consumers.
Scanning is an intentional, purposeful act. We consider this data to be bottom-
of-the-funnel marketing data, and use it as seed data to broaden our segments

Scanbuy:
and build better targeting campaigns.

A Buyers Guide Use Our Data For:

Target a strong-affinity sub-segment. Build act-alike model to expand a
DATA TYPES: CPG, Demographic, Offline Match, Retail, Seasonal, target audience. Co-mingle this data with in-house data (CRM, web, other) to
Social/Lifestyle drive superior A/B tests, campaign results, and measurable ROI. Our product
scan data is a better indicator of consumer intent.
Scanbuy Data 101
Scanbuy (Scanlife App) starts with higher quality data (not cookies) as primary
data, and build your campaigns, audiences, segments, etc. from there.
Consumer scan data is an authentic, bottom-funnel signal that someone is, at
minimum, curious about a product and brand, and more likely, ready to engage
with or buy the product. Capturing this moment of truth data, and putting it
to good use for digital marketers, is our business.

Description of Data Types:

Our largest product scan categories are: Health & Beauty, Consumer electron-
ics, and Food & Beverage. Not from inferred behavior (consumer browsing
activity on-line), but from intentional behavior (consumer scanning products
in stores). At Scanbuy we have found dramatic KPI improvements in digital
marketing initiatives where audience-building starts with consumers who
have used their smartphones camera to purposefully scan a product, poster, or
promotion as a targeting baseline. The old adage quality in, quality out
clearly applies here when it comes to using consumer scans as the seed data
to build from.

144 | Oracle Data Cloud Mobile 145 | Data Directory

 Collection Methodology:
The content of every webpage visited is analyzed. The most important terms
and phrases of each internet page is collected and transferred to the user
profile. The behavior shown across hundreds of consumed internet pages
provides comprehensive, detailed and current information for the generation of
targets.

Semasio:
A Buyers Guide Use Our Data For:
Intent: A last click attribution will be valid, because the client is already
close to the completion of the checkout process.
DATA TYPES: Behavioral, Demographic, Mobile, Modeling
Interest: An interest segment will deliver a broader audience, so a last
click attribution wont succeed, because users at the top of the funnel are
Semasio Data 101
reached who will probably have their first contact.
The semantic, non-categorizing and unfiltered approach to user profiling
provides a maximum degree of detailed information for greatest flexibility in
generating any target with high accuracy and reach. A Semasio user profile
is a large, weighted keyword cloud of the most important terms and phrases
in the internet pages consumed by each user. The entire analytical process
is user-centered and functions by means of machine-learning-based natural
language processing. No pre-categorization or hypotheses necessary.

Description of Data Types:

Interest Targets: Target groups divided according to intensive,
topic-centered surfing behavior
Socio- Demographic Targets: Maximum quality reach for all
socio-demographic features
Purchase Intents: Target groups divided 1:1 according to purchase
intent shown
Custom Targets: Individually created targets for any marketing objective

146 | Oracle Data Cloud International: DE, DK, SE, UK 147 | Data Directory
 Collection Methodology:
Sirdata currently collects online data in eight countries (Brazil, Canada, France,
Germany, Italy, Spain, UK and the U.S.). The company collects anonymous
data from mid-range publishers. The primary goal is to capitalize on the data
collection of publishers that attract 10,000 through 400,000 monthly unique
visitors. Using publishers tags, the scoring system allows Sirdata to track

SirData: A Buyers Guide

their data, and make key matches to anticipate the actions and intentions of
purchasing online.

DATA TYPES: Auto, B2B, CPG, Demographic, Retail

Use Our Data For:
SirData Data 101 Targeted data is made available to Sirdatas partners to help optimize their
Sirdata is an online data provider that offers a fully automated, third-party displays. Both advertisers and publishers can benefit from our targeted
data collecting and profiling platform. The company specializes in collection, smart data. This rich source of targeted data benefits advertisers by creating
targeting and selling of profile data on the Internet. Using advanced algorithm meaningful and relevant advertising campaign strategies, and ensures they are
technology; Sirdata collects anonymous data that identifies the intentions, making the most out of every Web users click.
interests and behaviors of Web users. This targeted data is then made
available to their partners (ad networks, advertisers, re-targeters, search
re-targeters and customers) to help optimize their displays.

Description of Data Types:

Sirdatas categories are defined using an advanced algorithm technology that
crosses the sources of data, crunches information, and deducts the purchase
intentions of users. A detailed scoring model analyzes Web users digital
imprints including behaviors, interests and habits to define the categories. The
categories are characterized by users who actively buy, or are interested in
that specific category. For example, Shopping consists of users who are active
buyers on comparison and classified sites. Top 10 categories include:
Shopping Education
Fashion Home & Garden
Sports Entertainment
B2B High Tech
Travel & Transportation Finance

148 | Oracle Data Cloud International: BR, FR 149 | Data Directory

 We offer a range of standardized product and brand categories as well as
tailor-made categories for more detailed campaigns.

Collection Methodology:
Skimlinks helps over 1.5 million publisher websites globally get paid
commissions for the products they write about. In doing so, we capture and

Skimlinks:
analyze 15 billion intent signals across the content web daily, including the
products and brands people are reading about, clicking on and buying. We
apply the complete set of intent signals from across our network to our product

A Buyers Guide
intelligence layerwhich understands the taxonomy and metadata of 100
million product references and linksto provide high-converting premium
audience segments.

Skimlinks Data 101

Target users better than ever before with Audiences by Skimlinks. We turn
content-powered, transaction-driven data from our network of 55,000 publish-
ers into exclusive high-converting audience segments to enable more relevant,
more effective campaigns for advertisers.
Unique dataset Access content-powered, shopping-oriented audience
data
Actual data Our data is not inferred, its 100% based on real user
behaviors
Proven performance Reach audiences at brand and product category
level throughout the purchase journey

Description of Data Types:

Reach users based on where they are in their route to purchase.
Wants to buy Users with no immediate plan to buy a certain product/ Use Our Data For:
brand, but who have indicated an interest and are open to making
The data from these content-to-commerce journeys enables Skimlinks to create
a purchase in a product category or specific brand of product (e.g.,
a rich taxonomy of brand and product category audience segments that are
homewares, Ella Moss, game consoles, Sony, etc.)
highly predictive of purchase behaviors. Use this data to drive more relevant,
About to buy Users who are actively in-market and looking to purchase more effective campaigns.
a specific product or in a particular product category

150 | Oracle Data Cloud 151 | Data Directory

 Collection Methodology:
Solve Media developed technology to make CAPTCHAs near impossible for
bots, and trivial for humans. The technology also uses a smorgasbord of
variables to indicate whether a surfer is a robot before the CAPTCHA is even
served. Solve Medias Verified Audience is built off of data collected across
its exclusive CAPTCHA network, reporting on its pre-analysis of users and the

Solve Media:
success of their CAPTCHA interactions.

A Buyers Guide Use Our Data For:

Use Solves data as a private taxonomy that buyers can subscribe to. For
DATA TYPES: Auto, Behavioral, Demographic, Social/Lifestyle, Travel Verified human traffic, Oracle will offer categories for each of our data
providers, giving buyers the option to choose which partner to use and which
Solve Media Data 101 audience to apply. Channel partners can bundle it into premium fraud-free
Solve Media, a leader in online security and digital advertising, has been inventory.
monitoring bot traffic since 2009. They help publishers and advertisers alike to
prioritize investments in anti-fraud technologies. Their proprietary online and
mobile advertising platform, the TYPE-IN, creates highly effective opportunities
for brands to engage with real consumers. Now, Solve is leveraging data from
across their CAPTCHA network (of more than 100,000 global websites) to
enable advertisers and publishers to verify human traffic.

Description of Data Types:

Solve Medias Human Verified audience is built off of data collected from its
exclusive CAPTCHA network (users who have correctly completed CAPTCHAs
are considered a verified human).
Solve Media distributes validated human audiences and self-declared intent
and interest based segments. To combat fraud, Solve Media produces various
Secure Audience segments to help you find the right combination of quality
and reach that is appropriate for your campaign. For intent and interest based
segments Solve Media provides a number of self-declared segments across
automotive, travel, entertainment, and business verticals. There are also
similar demographic segments useful for audience target validation.

152 | Oracle Data Cloud 153 | Data Directory

 The Business Intelligence Solutions data includes detailed business segments
such as Gender, Company size, Job Title/Function, Business Type and geogra-
phy. This comprehensive database is a high-volume source used for maximum
selectivity to reach many markets and functional segments. Reach corporate
buyers in areas such as Finance, IT, HR, Sales & Marketing and more!

Specialists Marketing Collection Methodology:

Services: A Buyers Hundreds of public and private data sources including direct response,
transactional and survey data, are used to compile the Specialists CC360
Consumer Database. The Business Intelligence Solutions business data is

Guide sourced through strategic data partnerships that include subscriber, Internet,
government and survey type data.

DATA TYPES: Auto, B2B, Behavioral, Creative Optimization, Demographic, Use Our Data For:
Financial The Specialists CC360 Consumer Data can be used to target consumer seg-
ments by demographic and psychographic attributes. In addition to attributes
Specialists Marketing Services Data 101 known to be connected to each consumer we also have 40+ modeled segments
Specialists Marketing Services is a Consumer & B2B data management/ of our consumers who are
compilation company specializing in consumer and business databases/demo- most likely to respond to
graphics. We leverage data-driven strategies to innovate and capture value offers such as Automotive,
from deep and real-time information. CustomerConnect360 is built through Career, Education, Home
proprietary methodologies using response, transactional and survey data, and Improvement and Travel.
it offers the richest consumer data available today. The Business Intelligence Business Intelligence
Solutions (BIS) Database is a multi-sourced business file containing postal, Solutions data is used to
email, phone numbers and deep business demographics. target specific business
markets by business
Description of Data Types: type, executive job title/
CustomerConnect360 & Business Intelligence Solutions Database attributes function, company size or
are available for digital ad targeting. A complete list of attributes is available geography.
through Oracle BlueKai.
CustomerConnect360 includes key segments such as Age, Income, Gender,
Marital status and advanced segments such Ethnic group, Political party, Donor
cause, Product Purchase interest and much more.
154 | Oracle Data Cloud 155 | Data Directory
 Values describe motivating factors that influence a persons decision making.
The model includes five dimensions of human values: Self-transcendence/
Helping others, Conservation/Tradition, Hedonism/Taking pleasure in life,
Self-enhancement/Achieving success, and Open to change/Excitement.

Collection Methodology:

StatSocial Powered
IBM Watson Personality Insights uses linguistic
analysis to infer personality traits, intrinsic needs and
values of individuals.

by IBM Watson: Use Our Data For:

By using data to group and cluster people based on personality types, you

A Buyers Guide
can customize messages that better speak to personal wants, needs and
preferences.
For example: Layering personality data over auto-intender data -- adventurous
people see the SUV/Crossover ad; conscientious people see the eco-friendly
StatSocial Powered by IBM Watson Data 101 ad.
Personality driven marketing at scale is now a reality. By analyzing billions of
social media interactions and blog posts on individuals, StatSocial and IBM
Watson allow brands and marketers the ability to target messages based on
personality types. Now marketers can speak to people across 52 different
different personality segments; for example, people who are adventurous,
open to change or achievement striving.

Description of Data Types:

In total, StatSocial offers 52 IBM Watson Personality Insights segments.
The Big Five personality characteristics includes five primary characteristics,
or dimensions: Agreeableness, Conscientiousness, Extraversion, Emotional
Range, and Openness. Each of these five top-level dimensions has six facets
that further characterize an individual according to the dimension.
Needs describe which aspects of a product will resonate with a person. The
model includes 12 characteristic needs: Excitement, Harmony, Curiosity, Ideal,
Closeness, Self-expression, Liberty, Love, Practicality, Stability, Challenge and
Structure.

156 | Oracle Data Cloud 157 | Data Directory

 All NFL, NHL & MLB games
News: early morning, talk, news
magazine, weekday morning
Heavy/light viewers by genre
Rankers by network, program &
genre

TiVo Research:
Spanish-language segment
Customer segments available upon
request.

A Buyers Guide Collection Methodology:

TiVo Research gathers passive second-by-second set-top box tuning data in a
privacy-compliant manner. Tuning data is aggregated, anonymized, normalized
DATA TYPES: TV Viewership
and weighted to U.S. Census. It provides the base for audience metrics
TiVo Research Data 101 covering programs, networks, dayparts and genres. Standard segment data
comprises live viewing plus three days of playback, with other time periods
TiVo Research is a leading cross-media research, measurement and analytics
available upon request. Data comes not only from TiVo DVR boxes, but also
company that provides nationally representative single-source TV data linked
from other cable, telco, satellite and over-the-air households. TiVo Research
to purchases made at the household level. Partnerships with multichannel
segments are refreshed quarterly, or more frequently as needed, to account for
video programming distributors and proprietary TiVo set-top box data enables
TV seasonality. Customized reports, including TV campaign exposed audiences,
TiVo Research to move beyond standard age, sex and demographics to deliver
are available upon request.
audience segments based on viewing behavior from an in-tab sample of 2.3
million set-top box households. In addition to the viewing segments available
through Oracle Data Cloud, TiVo Research directly matches household-level TV
viewing data with both visitation and purchase data in several key categories
Use Our Data For:
such as CPG, Auto, Rx, Retail and QSR/ CDR. TiVo Research also matches
Cross-platform targeting Use TiVo Research segments to identify the
second-by-second viewing data to digital datasets and CRM databases.
online placement that will reach the people exposed to a TV campaign
Description of Data Types: Optimizing frequency Use TiVo Research segments to meet your
TiVo Research data comes from a nationally representative sample of set-top cross-platform frequency goals across TV and digital
box data from TiVo and six other providers covering 200 DMAs. Extending reach TiVo Research offers the ability to locate hard-to-reach
Standard segments television viewers online by matching TV data deterministically to digital
identifiers like cookies, tags, pixels, IP Address and CRM datasets. TiVo
Heavy/light viewers by network
Research is also able to probabilistically match TV data to Device IDs
Viewers by program
Improving TV tune-in Measure and optimize how digital campaigns drive
For top 100 primetime programs
TV tune-in
158 | Oracle Data Cloud 159 | Data Directory
 Collection Methodology:
TransUnion consumer solutions combine proprietary core data assets,
advanced analytics, and industry-focused experience to create aggregated
audience segments.
TransUnion small business solutions combine proprietary core data assets and
business data via innovative matching logic. The small business data include

TransUnion: more than 29 million small businesses compiled from over 70 sources vali-
dated to ensure data accuracy and freshness.

A Buyers Guide
Use Our Data For:
DATA TYPES: Attribution, Auto, B2B, Financial, Modeling, Offline Match
Let TransUnions superior consumer intelligence help your business identify
TransUnion Data 101 and reach your best customers and maximize your bottom line. TransUnion
can help you:
TransUnion is dedicated to finding innovative ways information can be used to
help make better and smarter decisions. We uncover trends and insights using Maximize campaign responses by identifying high-performing audience
current and historical information as well as alternative data sources. These in- segments
sights empower our customers to identify and reach their clients and prospects Use online ad space more effectively
online or offline. Today, TransUnion reaches consumers and businesses in more More precisely evaluate campaign effectiveness and optimize future
than 30 countries around the world on five continents. campaigns
Advertise to small businesses and their employees online to:
Description of Data Types:
By leveraging more than forty years of powerful TransUnion consumer insights, Grow small business
institutions in areas like auto lending, finance, insurance, real estate, retail, market share through
and telecommunications can more effectively target and reach high-value relevant, timely offers
audience segments. Use TransUnions aggregated consumer credit data online
segments based on digital marketing best practices or consult our experts to Define specific small
design a custom approach. business targets with
deeper granularity and
The TransUnion small business digital marketing solution helps identify
reach at scale
employee and company specific attributes online by linking small business
characteristics with consumers. For a full list of segments please see the Target small business
Oracle BlueKai taxonomy. candidates for tailored
invitation-to-apply (ITA)
offers

160 | Oracle Data Cloud 161 | Data Directory

 Financial Services
Credit Cards, checking/savings accounts
Auto Insurance
Term Life
Mortgage Refinance

TruSignal:
Interest Audiences
Lifestyle / Healthy Living
Online Games & Quizzes

A Buyers Guide Real Estate

Travel
Higher Education
DATA TYPES: Attribution, Auto, B2B, Demographic, Financial, Mobile,
Political Donors
Modeling, Offline Match, Political, Travel
Pre-Movers homes recently listed for sale
TruSignal Data 101 Estimate Household Income
TruSignal gives you a more precise way to target your best prospects at scale.
Declared Audiences (Auto Owners, SMB and Pre-Movers) Our
deterministic (not modeled) audiences are linked to targetable consumer
profiles. Data is sourced from public records, service records and local listings.
Collection Methodology:
Predictive Audiences (people likely to purchase) Based on 100s of key
TruSignals core data is aggregated from a wide variety of offline data
attributes from actual past purchasers, these propensity audiences are built
providers such as public and private records, surveys, service records, and local
using offline big data and our predictive analytics technology.
listing resulting in thousands of attributes per 220M U.S adult profiles. All data
is cross-referenced to ensure the highest quality and accuracy.
Description of Data Types:
TruSignal Audiences are uniquely developed for each industry vertical using Predictive audiences are built comparing past purchaser data against
actual owners or past purchasers. thousands of attributes to derive the 100s of key predictive factors that define
precise audiences at scale.
Auto
Existing Auto Owners 187 million vehicles in the garage. Use Our Data For:
Near Market people with a propensity and capacity to purchase a TruSignal Audiences improve the accuracy and efficiency for Branding. They
particular make/model. also reach near market Prospects before they are showing any in-market
Small and Medium Business (SOHO) signals. All audiences contain verified profiles, so you are reaching people, not
bots. Use TruSignal audiences to improve targeting efficiency and acquire new
Target decision makers for 97% of all U.S. businesses customers you are not reaching today.
162 | Oracle Data Cloud 163 | Data Directory
Twine:
A Buyers Guide
DATA TYPES: Auto, Behavioral, CPG, Demographic, Mobile, Seasonal, Travel

Twine Data 101

Trying to target with confidence in mobile? Twine Data is your source for
purely deterministic mobile-only data. Our unique segments are never created
from models, algorithms, or guesses but instead represent the actual actions, Collection Methodology:
behaviors, and reported demographics of real users. Our network of affiliated
Our data is collected from our network of affiliated app publishers, which
app publishers represent a long tail of customers you wont find elsewhere.
includes a long-tail of smaller apps whose unique users can add more reach
to a campaign. We ingest and categorize their data using our proprietary
Description of Data Types:
action-based segmentation methodology; we put users into segments only if
Twines data is focused on consumers interests as indicated by their concrete specific actions have been taken, not if a model tells us to.
actions within mobile appsbooking a trip, shopping for products or services,
clipping coupons, listening to music, watching a show, and more. Interest
categories include Dining, Shopping, Recreation, Travel, Events, Services, and
Entertainment and can be drilled down from there, even delivering fans of
particular brands. Use Our Data For:
Select from our dozens and dozens of deep segments to put together just the
right audience for your mobile brand or direct-targeting campaign, for mobile
customer acquisition, or campaign analytics.

164 | Oracle Data Cloud Mobile 165 | Data Directory

 Buyers books, female apparel, food buyer, home dcor, home
improvement, pets, diet and weight loss, jewelry
Plus:
Demographic Sports & Fitness
Travel Lifestyle & Pursuits
Finance Entertainment

V12 Group:
A Buyers Guide Collection Methodology:
V12 Groups multi-channel consumer file is one of the largest consumer
databases in the industry. The database is an aggregated file built from more
DATA TYPES: Auto, B2B, CPG, Demographic, Financial, Travel than 40 compiled and proprietary data sources, which combine postal, email,
phone, and mobile data, as well as hundreds of selectors to further improve
V12 Group Data 101 targeting.
V12 Group turns offline consumers into targetable audiences by mapping
V12 Groups data assets include: 81M email records
offline demographic, lifestyle, purchase, auto, CPG, and B2B data into privacy
compliant online audience segments. Blending accurate and up-to-date offline 208M consumer records 112M phone records
data with over 100M U.S. consumers has increased ROAS for both brand and 110M U.S. households
direct response campaigns alike. 72M ePostal records and 86M eZip

Description of Data Types: Use Our Data For:

V12 Group offers over 1000 audience segments to target across 12 categories Advertisers have seen strong performance leveraging V12 Groups online
including: audience segments across a
variety of categories, including:
Automotive make, model, year, class, age, in-market predictor
Automotive
CPG Baked goods, snacks, egg/dairy, beverages/beer/liquor, meat/
CPG
poultry/seafood
B2B
Community and Language Chinese speakers, French speakers, Travel
Italian speakers, Spanish speakers, Portuguese speakers, Asian, African Finance
American, Hispanic, American Indian, Caucasian Niche Lifestyle
B2B employee size, company sales, employee rank, SIC2, SIC4 Personality targeting
PYCO Personality Psychographic data that maps 320 data attributes Entertainment
into a proprietary algorithm that accurately assign a personality type to Buyer and Intender
over 100 million users

166 | Oracle Data Cloud 167 | Data Directory

 Collection Methodology:
We capture, curate, and activate data from the source supporting over 80% of
all real estate activity in the country. These highly guarded systems introduce
proprietary first-party audiences from real estate broker websites, multiple
listing systems, real estate transaction management platforms, and loan
origination systems. #Home audiences also include fact-based homeowner

#Home by Vendigi:
audience segments that originate from offline sources covering 99.8% of U.S.
households with a proven track record in marketing lift.

A Buyers Guide
DATA TYPES: Behavioral, Demographic, Financial, Retail Use Our Data For:
#Home provides insights related to audiences involved in any phase of the real
#Home by Vendigi Data 101 estate lifecycle whether shopping, buying, living, remodeling, refinancing, or
#Home by Vendigi provides audience data for all things home. Discover a selling a home. These dimensions empower verticals in the real estate space
spectrum of audiences spanning the home ownership lifecycle from buying to to deliver breakthrough digital advertising experiences to the right audience at
living in and selling a home each a unique audience for financial institutions, the right time.
retailers, cable and telecom providers, and others. Discover homebuyers
seeking mortgages or homeowners inclined to purchase cable service, home
security. Target homeowners with plans to remodel or ones who have recently
pulled out a home equity line of credit.

Description of Data Types:

#Home introduces a new paradigm of audiences predicated on real world
facts blended with digital footprints. Our unique combination of property
intelligence, mortgage performance, and online behavior introduces an array
of digital audiences for data-driven marketers to reach homeowners, home
buyers, home sellers, and real estate professionals.
Homeowners refine your reach using property characteristics, location,
amount of equity, years in residence, home value and more
Home Buyers and Sellers varying propensities of buyers and sellers with
intelligence to recognize shoppers in every stage of the process
Real Estate Pros breakthrough audiences of brokers and agents

168 | Oracle Data Cloud 169 | Data Directory

 Collection Methodology:
Aggregated spending insights such as high or frequent spend are culled
from U.S. Visa credit-card transactions. These insights are then combined
with Oracle Data Cloud demographic, purchase and other data to create Visa
Audiences powered by DLX. Visa aggregates and de-identifies all transactional
data output for Visa Audiences to protect cardholder and merchant privacy.

Visa Audiences: Visa Audiences powered by DLX are fueled by:

$1.4 T of annual Visa credit-card spend & 16B captured transactions
Demographic, purchase & other Oracle Data Cloud attributes on

A Buyers Guide 110MM+ HHs

DATA TYPES: Entertainment, Grocery, Restaurant, Retail, Seasonal, Travel

Use Our Data For:
Visa Audiences Data 101 Reaching customers and prospects based on actual retail spending patterns.
The worlds largest retail electronic payments network is now at your finger- Choose from more than 100 pre-built audiences or opt to have a custom audi-
tips. Visa Audiences powered by DLX provide audiences based on $1.4 trillion ence built with purchase-based categories, such as QSR and Entertainment.
of annual U.S. credit card spend. They are uniquely built from Visa-purchase
data combined with Oracle Data Cloud known demographic, financial, purchase
and other data on more than 110 million U.S. households.

Description of Data Types:

Choose from pre-built audiences or build custom audiences from criteria such
as merchant category, frequency of spend, spend amount, time period and
offline vs. online spend.
Visa Audiences categories Include:
Automotive Seasonal
Entertainment Spend Profile
Grocery Technology
Restaurant Telecom
Retail Travel

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 Personality Type
Shopping Motivations,
Discount Preference,
Personality Type, Openness,
Conscientiousness,
Extraversion, Agreeableness,
Neuroticism

VisualDNA: Auto Budget, Preference,

Brand, Type

A Buyers Guide
Entertainment and Lifestyle
Cinema, Online Behavior, TV, Sports,
Video Games
Food & Drink Beverage Type Preference, Food Budget, Supermarket
DATA TYPES: Auto, Behavioral, CPG, Creative Optimization, Demographic, Preference
Financial, Political, Retail, Seasonal, Social/Lifestyle, Travel, Video
Brands Supermarkets, Media, Electronics Manufacturers, Mobile, ISP,
Fast Food, Airlines, Banks, Auto
VisualDNA Data 101
TV Audiences Audiences that reflect TV buying segments
VisualDNA is a data originator with a proprietary methodology that offers
Demographic, Interest, Intent and a unique take on psychographic data that
is based on actual academic research into personality types (O.C.E.A.N. Big
5 Personality traits). VisualDNA is used by the largest brands and agencies
worldwide to drive both performance and brand campaigns.

Description of Data Types: Collection Methodology:

Proprietary image-based personality quizzes are distributed at huge scale via
Demographics Age, Gender, Employment Status, Children,
social media and a publisher network resulting in a huge declared first-party
Relationship Status, Career Type, Social Class
dataset. The data is then modeled using sophisticated lookalike algorithms,
Finance Home Ownership, Income, Interest in Financial Products,
which gives VisualDNA its huge scale.
Financial Product Ownership, Financial Behavior
Travel Budget, Accommodation Preference, Destination Preference, Use Our Data For:
Travel and Hotel Class Preference, Holiday Type Delivering campaigns with strict demographic performance goals
Retail & Consumer Goods Mobile Plan Ownership, Electronic Device Prospecting for new customers
Type Ownership, Electronic Brand Preference, Fashion Style, Cosmetic
Creative optimization by personality type
Preferences, Shopping Preference, Shopping Interest
Site personalization
Analytics

172 | Oracle Data Cloud Mobile International: UK, CA, FR, DE, IT, SP 173 | Data Directory
 Description of Data Types:
Webbulas data focuses on the individual and understanding their behaviors
and interests instead of guessing with models. Examples of our data segment
categories include:
Automotive Target auto owners based on vehicle standardization,
year/make/model legitimacy and auto owner demographics; sourced from

Webbula: point of sale, warranty and repair records.

B2B Identify decision makers in specific roles, locations and industries
with additional data on sales volume, functional roles and more; sourced

A Buyers Guide from licensing boards, municipal records, registrations and online and
offline directories.
Demographic Reach individuals and households with premium
DATA TYPES: Auto, B2B, Behavioral, Demographic, Financial, Hobbies, data beyond basic age and gender, including household and family
Interests, Offline Match, Political, Retail, Seasonal, Social/Lifestyle, Social composition, net worth, income, language, education, homeowners and
Media, Travel more; sourced from subscriptions, web sign-ups and point-of-purchase
transactions.
Webbula Data 101
Webbula helps marketers engage the right individuals and drive the shortest
path to purchase across channels with 100% non-modeled, deterministic
audience data, empowered by proprietary quality-centric and fraud-mitigating
technology. By prioritizing quality data over quantity, Webbula assists
marketers to maximize campaign accuracy and conversion. Because Webbulas
authoritative, self-reported data is continually obtained from multiple sources,
scale is still achieved while upholding high-quality standards. Webbulas
clients find value in overlaying the companys data vault of demographic,
interest, automotive, B2B, political and financial audience data points contain-
ing 340 million email addresses, 340+ million cookies and 200+ million mobile
IDs as match points.

Continued
174 | Oracle Data Cloud 175 | Data Directory
Webbula Continued
Interests/Hobbies Target individuals from more than 245 self-
identified interest categories including donations, reading, sporting,
exercise, shopping habits, lifestyle and travel interests; sourced from
registrations, interest groups, behavioral data and point-of-purchase.
Political Identify registered-party voters, unregistered/undecided
voters, historical political donors and voter demographics; sourced from
voter registration data and cross-referenced with demographic attributes.
Financial Gain insights on individuals investments, savings, credit,
insurance and financial behavior; sourced from self-reported surveys.

Collection Methodology:
Webbulas data forgoes modeling and uses information the individual volun-
teers about him or herself from 110+ sources, including publisher partners,
transactional events and surveys. When Webbula receives data, CloudHygiene
is applied to mitigate fraud and threats. WebbuScore then validates and scores
consumers utilizing USPS/NCOA, geolocation, 10-year history, IP validation,
name parsing and family history validation.

Use Our Data For:

Webbulas audience targeting data improves campaign accuracy and relevancy
and is beneficial to:
Mobile
Display
Video
In-app ads
Actionable TV
Shopping cart abandonment
SEO campaigns

176 | Oracle Data Cloud

 Collection Methodology:
Historically some of the best marketing data available in the market comes
from smaller companies specializing in industry sectors or verticals. These
highly skilled niche-marketing companies are the driving force behind B2B
Targets.
B2B Targets is comprised of high-value audiences from the following sources:

WhoToo B2B Targets: Online Registrations

Trade Publications

A Buyers Guide
Event Organizers
Online Newsletters
Company Financials
Email Marketing Files
DATA TYPES: B2B, Offline Match
Publishers Co-ops
WhoToo Data 101 Business Registries
WhoToos B2B Targets is your premium source for B2B data available in the Offline & Online
BlueKai marketplace. With comprehensive business-targeting data from Publishers
thousands of sources, B2B Targets offers quality, depth and versatility to global Directory Assistance
advertisers. With more than 70MM professional contacts and comprehensive
firmographic data on over 25MM companies, B2B Targets offers unparalleled Use Our Data For:
data coverage in segments vital to the needs of B2B companies. We help B2B marketers drive
scale and eliminate ad waste by targeting highly specialized individuals at
Description of Data Types: prospect companies across the web. Target decision makers at companies that
B2B Targets bring together multiple online- and offline-data sources to deliver fit your profile to improve CTR, engagement and conversion.
a comprehensive view of business segments. Eliminate ad waste by targeting
only decision makers at businesses with a profile like your current customers.
Company (Employees, Revenue, etc.)
Decision makers (Finance, IT, etc.)
Functional area (HR, Marketing, etc.)
Industry (Construction, Restaurants, SIC & NAICS, etc.)
Professional groups (IT, Financial, etc.)
Seniority (Director, C-Level, etc.)
Tech use (Cloud, SaaS, Installed Software, etc.)

178 | Oracle Data Cloud 179 | Data Directory

 Large first-party audiences of intent enable Ziff Davis to provide granular data
with 3+ frequencies and recency of 15 days or less. This makes in-market
audiences by Ziff Davis ideal for performance-seeking advertisers as well as
those with branding objectives and reach targets against in-market segments.

Ziff Davis: Collection Methodology:

A Buyers Guide
Ziff Davis builds audiences organically by creating compelling content and
experiences that people crave to help them discover, choose, buy and use the
consumer and business products that matter most to them. Each month more
than 160 million people visit IGN, PCMag, ExtremeTech, TechBargains, IT
DATA TYPES: B2B, Behavioral, Mobile, Retail, Seasonal Toolbox and AskMen and 100+ other premium sites. This is where we collect
anonymous behavioral signals, including searching for and researching new
Ziff Davis Data 101 products, reading reviews, downloading white papers, clicking commerce links,
Ziff Davis is the leading global media company specializing in consumer and opening and clicking within emails with consumer offers and/or specialized
business tech, gaming, entertainment and mens lifestyle with sites such as business content.
PCMag, IGN, TechBargains, IT Toolbox and AskMen. Our audiences of consum-
ers and business decision makers in 74 countries are 100% organically sourced Use Our Data For:
from branded, trusted and contextually-relevant properties and services. Branding and performance campaigns for Web and mobile platforms that seek
These are designed to help people discover, choose, buy and use thousands of to improve response and conversion rates, or to affect brand awareness and
products and services. consideration among accurately targeted audiences.

Description of Data Types:

Ziff Davis audiences are derived from online and offline actions relating to
500+ topics and focused on thousands of brands, types and models of products
and services in our verticals. While based primarily on browsing activity across
billions of owned-and-operated web pages, our exclusive datasets also include
eCommerce actions, content downloads and subscriptions, and other offline
activities that signal purchase intent.
Hard-to-find audiences include high-intent IT and business decision makers
in the U.S., UK, Canada, Europe, Australia and South Asia; Back to School;
Holiday and other seasonal shopping events based on multiple actions on
websites, in emails and across partners.

180 | Oracle Data Cloud International: UK, CA, IRE, AUS, NZ, IN, DE, SP, IT, RUS, BR, MEX, FR, PT 181 | Data Directory
Reach out to [email protected]
for all of your data needs.

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