TRU OPTIK DMP & OTT DATA MARKETPLACE CONNECTED TV AND FIRST PARTY DATA ACTIONABLE ACROSS D M P O T T D A T A MARKETPLACE. Name: Jhon B Job: Graphic D

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1 R D M P O T T D A T A MARKETPLACE Name: Jhon B Job: Graphic D Name: Jhon B Job: Graphic D Name: Jhon B Job: Graphic D TRU OPTIK DMP & OTT DATA MARKETPLACE M A K I N G T H I R D P A R T Y AND FIRST PARTY DATA ACTIONABLE ACROSS CONNECTED TV

2 INTRODUCTION ABOUT TRU OPTIK S OTT MARKETING CLOUD The OTT Marketing Cloud, powered by Tru Optik, is an integrated data management, campaign activation, audience measurement, and marketing attribution platform designed to empower media companies, publishers, and advertisers with the ability to better monetize audiences and engage their target consumers across Over-the-Top (OTT) and Connected TV (CTV). OTT and CTV viewership is now mainstream and has become a major activation channel for advertisers and brands. In 2017, you can either wait for your legacy ad tech vendor to catch up or you can immediately fill your capability gap with Tru Optik s OTT Marketing Cloud DMP, the first post-cookie and post SDK-less (Software Development Kit) programmatic platform for OTT and CTV advertising.

3 TRU OPTIK DMP & OTT DATA MARKET PLACE Tru Optik s DMP (Data Management Platform) and OTT Data Market Place were specifically built to provide media companies, publishers, and advertisers access to a broad range of leading behavioral, demographic, and purchase data for OTT and CTV advertising. Tru Optik s DMP and OTT Data Market place are unique because they fill a much-needed gap created by legacy DMPs and ad tech solutions. LEGACY DMP DON T WORK ACROSS OTT AND CTV Legacy DMPs require publishers and media companies to build timely and expensive SDKs (Software Development Kits) which are impractical across the extremely device fragmented OTT and CTV ecosystem. These older marketing technology solutions rely on third-party data (cookies or device IDs) in order to create actionable audience and consumer segments for digital targeting. However, cookies and device IDs are not prevalent across OTT and CTV, making these legacy audience and consumer segments obsolete. As a result, both advertisers and publishers have been unable to leverage granular first- and third-party data needed to fully take advantage of the precision people-based marketing opportunity that OTT and CTV provide. THE ONLY DMP BUILT FOR OTT In order to solve for this massive capability gap, Tru Optik launched the OTT Marketing Cloud, the first cookie-less and SDK-less DMP built specifically for OTT and CTV. Advertisers can now finally leverage branded data from leading third-party data vendors, as well as their own valuable first-party data assets, to create customized segments for both direct and programmatic OTT and CTV marketing campaigns. Leading data vendors available in Tru Optik s OTT Data Marketplace are: And More

4 THE TRU OPTIK DMP POWERS 1 Seamless Integration: Tru Optik s cookie-less and SDK-less technology allow for inexpensive and smooth tech integrations. 2 People Based Targeting: Granular third-party behavioral, demographic, consumer intent and purchase data for audience and consumer based targeting. First-Party Targeting: Tru Optik s DMP enables painless and straightforward 3 4 first-party data activation for OTT and Connected TV marketing campaigns Cross-Device Capabilities: OTT Marketing Cloud enables cross-device campaign management and optimization, audience validation, and household level attribution for all OTT devices (desktop, mobile, and Connected TV).

5 ABOUT ALLIANT ONLINE AUDIENCES TM Alliant Online Audiences (AOA) provide segmentation solutions based on actual consumer purchase histories at scale, allowing marketers to reach large audiences of high-potential consumers. Brand Advertisers can leverage AOA segments to target audiences by demographics, interest, or likely price points to craft responsive segments that precisely meet campaign goals. Conversion Marketers can access AOA s affinity information and powerful direct response performance metrics to build response campaigns and generate conversions with highly targeted offers and price points. ALLIANT ONLINE AUDIENCES DATA Alliant s core data assets include one of the largest sources of online and offline consumer transaction data across dozens of categories and hundreds of products & services, along with buyer demographics and privacy-compliant financial information. The result is a powerful segmentation platform, allowing marketers to target consumers based on a combination of purchase history, marketing responsiveness, loyalty, and lifestage. Alliant Online Audiences offers behavioral and demographic segments for brand and direct in the OTT Marketplace response campaigns. Segments Available in the OTT Marketing Cloud include: Auto Demographic Home Renovation Movers Propensity (Shoppers) Purchase Affinity Alliant s data-driven solutions are powered by proprietary cooperative databases. Alliant combines multiple data feeds to create a unified, proprietary view of consumer interests and purchase patterns. Alliant s data resources include transaction-level behavioral customer data on 115 million U.S. households, updated monthly. Purchase affinities and marketing behaviors are not inferred or modeled. They are based on direct transactions. Millennials

6 ABOUT comscore 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. COMSCORE S DATA comscore s modeled look-alike segments are made up of consumers who are scored against the probability to convert to your campaign objective. comscore s modeling methodology utilizes the comscore panel and browsing behaviors to pinpoint in-market prospects who are the most likely to convert, scoring the users based on a variety of attributes. Available in OTT Data Marketplace include: Example 1 Example 2 Example 3 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 right consumers early in the consideration cycle. 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.

7 ABOUT CROSS PIXEL Cross Pixel is a leading provider of granular audience data for the programmatic advertising industry. Utilizing proprietary data management technology of over 5,000 leading websites and app owners, Cross Pixel provides the highest quality audience data to help marketers improve campaign performance. Cross Pixel s audiences are built with granular and transparent control over where users are harvested and how they qualify to be targeted. Cross Pixel s unique real-time scoring engine analyzes over 650 million consumers, enabling advertisers to identify their target audience, the content, and the context that their audience is most likely to engage with across all devices. This approach drives performance for advertisers while also providing audience insights and authenticity around the data powering their campaigns. CROSS PIXEL DATA Available in OTT Marketplace Consumer Electronic Shoppers Major Appliance Shoppers Financial Food & Dining Real-Estate Home Buyers Furniture Telecom Products & Services Travel Home & Garden B2B: 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. Custom Search Retargeting Cross Pixel offers Custom Search Retargeting Segments which can include a single word, small phrases, specific brands, competitors, product types and more. Cross Pixel s Custom Search Retargeting audiences outperform standard segments because they are more accurate and reflect the specific target audience that each brand is trying to reach, unlike generalized data segments that are undifferentiated, bloated for unnecessary scale, and inaccurate. Cross Pixel identifies and harvests the search activity on over 650 million users worldwide. Through our partnerships with over 5,500 ecommerce sites, shopping comparison engines, local search directories and toolbars, Cross Pixel identifies the specific keywords users are searching for in the URL, title, body and Meta tag of each site. Travel

8 Millennials ABOUT DATALINE DATALINE, a leading provider of consumer information, intelligent analytics, smart modeling applications, offers over 500 pre-built digital audience segments. Our data passes rigid quality control measures to ensure the highest level of information accuracy. DATALINE DATA DATALINE specializes in providing marketers with customized insights by utilizing its proprietary database of 240 million individuals combined with over 2,000 highly predictive data variables. Our data mining approach allows us to provide a custom solution for omni-channel marketing campaigns. Our digital offering is based on transactional purchase data, lifestyle interest and purchase intent, as well as powerful demographics, such as age and income. TRANSACTIONAL BUYERS Buyers Enthusiasts Income Purchase Interest Datalines s audience segments are sourced from thousands of first party data partners. Dataline s data resources are secured through licensing arrangements offering monthly transactional data as well as rich demographic information.

9 ABOUT EXPERIAN MARKETING SERVICES Experian Marketing Services is a leading global provider of consumer insights, targeting, data quality and cross-channel marketing. We help organizations intelligently interact with today s empowered and hyper-connected consumers. By helping marketers identify their best customers, find more of them and then coordinate seamless and intelligent interactions across the most appropriate channels, Experian clients can deepen customer loyalty, strengthen brand advocacy and maximize profits. EXPERIAN MARKETING SERVICES DATA As the largest and most comprehensive resource for traditional, digital, video and TV campaigns available today including data on more than 300 million consumers and 126 million households Experian s ConsumerView database offers core consumer data characteristics integrated with lifestyle, attitudinal, and purchase behavior. By leveraging ConsumerView, progressive brands around the world are more accurately targeting, segmenting and enriching their existing customer data to improve campaign response rates, strengthen brand loyalty and significantly increase revenue. Experian s vast array of audience segments provide marketers with proven, high-performing options when selecting their best audience based on their unique business and campaign goals. Data segments Available in OTT Market Place: Auto Auto Sales and Services Demographics DMA Data Geographic Housing Attributes I n v e s t m e n t P r o p e r t y Mosaic Lifestyles Presence of Child T r u etouch Weather Experian Marketing Services audience segments are powered by our industry-leading compiled consumer database -- ConsumerView. The database uses state-of-the-art technology, unique build methodology, and vast data sources with online linkages to deliver a superior database that addresses the sophisticated needs of today s multichannel marketer. Experian draws on a massive base of knowledge developed over 40 years. With a privacy compliant approach that respects consumers choice, Experian combines data from a wide array of sources, including self-reported information, aggregated panel data, public records and historical retail purchases.

10 ABOUT KANTAR SHOPCOM Kantar Shopcom is the industry s most accurate, flexible and scalable source of actual purchase behavior data. Shopcom data assets are a blend of CPG, retail and class of trade shopper data covering 90% of all US household spending patterns from 450+ retailers across 680 categories and 18,500 brands. These data sets are classified from over $1.4 trillion in sales volume. Our data allows advertisers and publishers to access rich, predictive consumer information and complement site-based ad buys with campaigns that reach specific high value audiences. KANTAR SHOPCOM DATA We assign consumers to a Shopcom Individual or Household ID providing granular audience reach for marketers who require a high level of precision. Shopcom segments predict the likelihood of shoppers to engage in purchase behaviors for CPG brands, retail product segments as well as retailer nameplates. This means advertisers don t have to utilize broad inmarket or category groups, but can reach audiences linked to specific granular needs. Kantar Shopcom purchase segments have been used to understand audience profiles, execute targeting campaigns and measure campaign effectiveness via addressable advertising, addressable TV, video, and mobile marketers. Shoper Segments Available in OTT Marketplace include: Loyalty Heavy Buyers Medium Buyers Light Buyers Kantar Shopcom commits to maintaining consumer privacy and only shares anonymous de-identified information across all advertising channels. Shopcom avoids the release of any personally identifiable information (PII) because we don t store sensitive data,therefore, providing consumer transparency, meaningful user control and robust data security. Kantar Shopcom creates unparalled consumer-level marketing and media insight, by combining purchase behavior analytics expertise to the data in the Shopcom Data Platform with the complementary data sets and rich analytic expertise of its exentisive network of commercial partners.

11 ABOUT LOTAME Lotame s 3rd party SMART Data comes from an extensive network of publisher partners. Lotame s data consists of self-declared and demonstrated behavioral data from unique publisher partners, yielding accurate and scalable Demographic, behavioral interest, and social influencer audience segments. Lotame s SMART Data bundles 100% declared and demonstrated - NOT panel-based - data into over 180 audience segments across all major verticals (Auto, Travel, Finance, Retail, CPG). LOTAMAE S DATA 180 prepackaged audience segments are designed to extensively cover most of the major verticals. Available in OTT Markletplace include: Automotive CPG Gamers (online and offline) Entertainment (Movies, TV) Technology Advocacy TraveL Fashion Green Living Finance The ideal use-case is for top-of-the-funnel, brand advertisers looking to reach large audiences and generate awareness, intent, likelihood to recommend/purchase, and view. Lotame s data has also worked well in performance-based campaigns in the major verticals above. Lotame s data is primarily collected from our extensive group of publisher partners. Partners place our proprietary Behavioral Collection Pixels (BCP s) on every page of their site, allowing us to collect individual demographic, declared interest, action, search, purchase intent, and other data points. Our BCPs enable us to collect more than 2 billion data points each day while organizing them into 900 audience categories of human behaviors, refreshing nearly every second as each behavior is updated with each page view. We have data from user s online and offline registrations, online and offline surveys, and demonstrated behaviors (where we will collect a data point on Sports if a user posts a comment on a Sports Forum, uploads a photo about Sports, reads an article about Sports, etc.).

12 ABOUT MEDIA SOURCE SOLUTIONS Media Source Solutions has developed into an industry leading data provider, allowing advertisers to accesses their massive database of direct response vehicles. Through the collection of everything from new phone connects, new utility connects, magazine subscribers, co-registration responders, consumer packaged goods shipped reports, Media Source Solutions are able to deliver niche, actionable, and targeted consumer direct marketing behavior data. Areas of specialty include CPG, In-Market, Automobile, B2B and Underserved. MEDIA SOURCE SOLUTIONS DATA Media Source Solutions taxonomy contains over 800+ segments that can be used to build custom audiences. Our gender segment is particularly strong and has proven to be a stand out! CPG: Reach consumers who have made multiple transactions by category. It can be overlaid with any of our other segments. In-Market: Reach consumers who have raised their hands to say they are ready to buy by product. Ethnicity Fashion & Beauty Health & Wellness Media Source Solutions collects offline data from a plethora of unique and reliable consumer databases that range from self-declared information, transactional, retail to other direct response methods. In addition, Media Source Solutions receives daily demographic, lifestyle, CPG and behavioral data. The combination of these unique data sources creates a powerful database for highly effective targeting to your most responsive consumers.

13 ABOUT KANTAR MILLWARDBROWN KANTAR SHOPCOM DATA Auto Business and Financial Communities and Lifestyle Entertainment Health & Fitness News and Info Retail and e-commerce Sports Travel

14 ABOUT NETWISE DATA More than data insight. NetWise Data is the largest provider of unbranded B2B audience data to the digital advertising ecosystem. NetWise builds unique B2B marketing products using proprietary technology and non-traditional data sets. NetWise s highly skilled management and engineering teams are customer-centric information services veterans with over 100 years of total experience at the most respected companies in the data industry. NetWise s data-driven environment creates a business culture designed to outshine the competition. Building fresh and accurate audience data comes naturally to NetWise, which is the foundation to engaging your target buyers and achieving your desired outcome. NETWISE DATA S DATA NetWise s performance centric digital targeting database is comprised of ~275 firmographic and demographic segments designed for efficient direct and programmatic campaigns. NetWise understand that leveraging content data provides you with the competitive edge to zero in on specific customers and the key involves expertly linking personal and business attributes, such as: Company Services Demographics Company Size Professionals NetWise builds infrastructure to boost business intelligence, data warehousing and conduct hands-on testing to substantiate our metrics. Our aggressive proprietary strategies are built to deliver a 360-degree view of business contacts. Millions of records are produced using billions of relationships from multiple data sources including: Direct User and Company Third Party Data Industry Partner Files Online and Offline Directory Aggregation NetWise embraces technology to analyze massive amounts of data. Because of the multiple-source-validation processes NetWise performs, their B2B digital targeting file is the most complete accurate and competitive in the industry. Millennials

15 ABOUT NINTH DECIMAL NinthDecimal is a marketing platform powered by location data, harnessing location insights to build precise understandings of consumers physical world behavior. NinthDecimal s unique household to device matching capability bridges consumer s online and offline data, powering omni-channel audience targeting, measurement, insights and data licensing solutions. By filling the massive gap in understanding how consumers spend the majority of their time, NinthDecimal provides marketers a comprehensive new model of the customer journey for impactful engagement. NinthDecimal processes trillions of data points from over 135M unique devices every month to power its Location Graph, the most precise audience intelligence technology on the market, and Location Conversion Index (LCI ), the leading offline attribution solution with over 200 integrated media and advertising partners. NINTH DECIMAL DATA NinthDecimal s data addresses a critical blind spot for marketers. Precise location signals coupled with CRM and third-party data provide the most comprehensive view of a brands customer. Analyzing trillions of data points of every day consumer behavior, NinthDecimal insights informs brands on how their customers navigate the customer journey, digitally and in the real world.

16 NinthDecimal creates thousands of audience segments based on a precise understanding of consumer online and offline behavior. This customer intelligence identifies in-market shoppers, lifestyle and purchase preferences, buyers of competing products, customers in proximity, TV viewing behaviors and more. Available in OTT Marketplace include: Auto DIY (Do it Yourself) Food & Dining Lifestyle Retail Sports and Healthy Living Technology Approximately 80% of NinthDecimal s location data is collected intermittently via ad calls, providing the scale needed for accurate and representative targeting & measurement. Ninth- Decimal also ingests a variety of additional location signals (20%) from mobile app partners that don t rely on ad calls for data collection, such as persistent always on data (collected even when the phone is in the user s pocket). NinthDecimal s proprietary Location Graph provides the context required to understand consumers precise location in the physical world at the time a location signal is detected. With over 120MM parcels mapped (including residential, commercial, street, park, highway boundaries, and more), NinthDecimal covers nearly every venue in the U.S. To ensure accuracy of parcel-based locations, NinthDecimal cross-references 5 different databases (Google, Localeze, etc) through an airtight multi-geocoding process, and continually updates merchant name/address data via real-time API feed.

17 ABOUT NEUSTAR Ad ADVISOR A click on an ad for a BMW doesn t indicate the website visitor is in the market for one. Media planners often have a speci c audience to target in mind, but often end up settling for variations of them during campaigns. Neustar gives marketers a clearer lens on their audiences - not only who is loyal to a brand, but who has the income and lifestyle suited to a purchase. AdAdvisor provides audience insights fueled by the most authoritative consumer information available. In contrast to traditional behavioral targeting data providers where a behavioral segment represents a single behavior based on a recent observation our audiences are derived from our consumer insight engine that makes predictions based on everything we know about a consumer offline, not single data points. About Neustar AdAdvisor data A click on an ad for a BMW doesn t indicate the website visitor is in the market for one. Media planners often have a speci c audience to target in mind, but often end up settling for variations of them during campaigns. Neustar gives marketers a clearer lens on their audiences - not only who is loyal to a brand, but who has the income and lifestyle suited to a purchase. AdAdvisor provides audience insights fueled by the most authoritative consumer information available. In contrast to traditional behavioral targeting data providers where a behavioral segment represents a single behavior based on a recent observation our audiences are derived from our consumer insight engine that makes predictions based on everything we know about a consumer offline, not single data points. NEUSTAR ADADVISOR DATA COLLECTION Using Neustar s Authoritative Identity methodology, Audiences are anonymously on boarded using our proprietary online to offline verification process and brought online in a variety of ways, including: Individual onboarding IP-based onboarding Segments by propensity to drive scale AdAdvisor data is most impactful when used at the top of the purchase funnel since it identifies large groups of prospects that are likely to have the desired brand and/or product preference.

18 R ABOUT TRU OPTIK Tru Optik is a digital media intelligence company providing audience insights and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand. Armed with the largest census-level measurement of global Open OTT media consumption, Tru Optik s proprietary data, advanced technology, and unmatched focus make us the preferred partner for many of the world s largest media companies, brands, and agencies as they navigate the millennial led shift to OTT. TRU OPTIK DATA Tru Optik is the only source of first party, deterministic, media and entertainment consumption behavior data of over 500 million global consumers in 150 countries. Our audience consumes over 20 million movie, television, software, music and video game titles making it the largest and most actionable proprietary data base for cross-device programmatic marketing campaigns. Reach your target audience anywhere leave in the OTT ecosystem; across desktop, mobile and connected devices.! Behavioral Games Movies TV Tru Optik measures the Open OTT media consumption of over 500 million consumers in 150+ countries worldwide. Open network media consumption is the world s largest entertainment channel, accounting for more downloads and streams of professionally produced content than itunes and Netflix combined. Open OTT media consumption is not influenced by distribution, release timing, or pricing influences, making it a unique and leading indicator for understanding consumer demand for content especially among millennials and progressive media consumers.

19 V12DATA ABOUT V12 GROUP V12 Group is an industry leading premium data provider. Through V12 Group s proprietary technology, businesses of all sizes gain access to over 5 billion premium consumer, business and automotive records. V12 Group turns offline consumers into targetable audiences by mapping offline demographic, lifestyle, purchase, auto, CPG, and B2B data into privacy compliant online audience segments. Blending accurate and up-to-date offline data with over 100M U.S. consumers has increased ROAS for both brand and direct response campaigns alike. V12 GROUP DATA V12 Group offers audience segments to target across 12 categories including: Auto Budget Baby and Toddlers Alcohol OTC Medicine /Cough & Cold In Auto Market Predictor Income Financial Health & Beauty Pet Household & Laundry V12 Group s multi-channel consumer file is one of the largest consumer databases in the industry. The database is an aggregated file built from dozens of proprietary data sources, which combine postal, , phone, and mobile data, as well as hundreds of selectors to further improve targeting. Millennials

20 Additional Data Partners France