Bluekai Media Kit

1. The BlueKai Data Exchange
Take the Mystery Out of Targeting
There is a lot of data on the Internet but until now, there isn’t one place to buy quality data for targeting
at scale. With data quality and fair market pricing at its core, BlueKai attracts and aggregates intent data
from top tier providers to reveal valuable in-market shoppers across key verticals. As a result, the BlueKai
Exchange is the largest source of high performance intent data revealing over 160M unique consumers who
are ready to buy. BlueKai does not sell ads or impressions, it simply provides data a-la-carte to boost the
quality and scale of ad targeting initiatives.
What is Intent Data?
While search is a successful indicator of intent to purchase, we also know that roughly 85 percent of pur-
chases don’t happen until some time after the initial search. These in-market audiences leave other intent
signals and are most qualified to receive relevant marketing messages. BlueKai is building a repository of
these intent signals and is dedicated to extracting only in-market data from highly qualified sources.
www.bluekai.com
Who Are BlueKai Data Providers?
Data provider partners contribute anonymous intent data to the BlueKai Data Exchange. As a courtesy, we
do not disclose the names of our data providers, but BlueKai remains steadfast in gathering data only from
respectable and top tier sources including top online travel agent, auto, finance and retail destinations on
the Internet. Over 90% of our retail, auto, finance and travel intent data come from top 20 sites in each
vertical. As a full compliance member of the Network Advertising Initiative (NAI), BlueKai advocates
consumer privacy, control, and participation.
BlueKai’s intent data also drives audience targeting at scale
across the entire marketing funnel. The BlueKai Exchange
offers over 30,000 data attributes across in-market, demo,
geo, psycho and occupational categories to power all direct
response and branding campaigns at the right ROI.
BlueKai intent data
drives high performance
targeting across the funnel
BlueKai Standard for Intent Data
• Extracted from branded sites
with access to purchase, shopping
comparison, or auction behavior
• Sample intent behaviors include
price search by make and model
or destination city; activity on loan
calculators and comparison sites
Not Intent Data
• Extracted from blogs,
community sites
• Sample interest behaviors include
contextual targeting (someone
reading articles that include related
section of a Web site (visits to
auto section), or blogs written
by enthusiasts

2. The BlueKai Exchange focuses on intent data revealing
over 160MM unique in-market buyers across the Internet.
in-market
auto Buyers
• Autos
by Make & Model
• Class
Compacts &
Sub-Compacts
Convertibles
Family Sedans
Green Cars
Luxury Cars
Midsize Cars
Minivans
Pickup Trucks
Sport Utility Vehicles
Sports Cars
Station Wagons
in-market
RETAIL SHOPPERS
• Auto Parts & Accessories
• Bags
• Books & Magazines
• Cameras
• Cell Phones & PDA’s
• Clothing & Accessories
Women’s > Jeans, Shoes,
Outerwear
Men’s > Accessories, Shoes,
Outerwear, etc.
Boys
Girls
Infants & Toddlers
Jewelry & Watches, etc.
• Computers
• Consumer Electronics
Apple iPod, MP3 players
DVD and Home Theater
MP3 Accessories
Satellite, Cable TV, etc.
• DVD & Movies
• Health
Fragrance
Hair Care
Makeup
• Home & Garden
Furniture
Appliances
Kitchen, etc.
• Toys, Games, Video Games
in-market
travel SHOPPERS
• Air Travel
International Flyers
Domestic Flyers
By Destination City
By Departure City
Length of Stay
By Advanced Booking
• Hotels & Lodging
By City
By Star Rating
Length of Stay
By Advanced Booking
• Car Rentals
By City
By Rental Company
By Type of Car
By Advanced Booking
Saturday Rental
• Cruises
By Destination
By Cruise line
By Class
Duration
Departure Month
In-Market Financial
Services Shoppers
• Banking, Checking and
Savings
• Credit Reporting
• Credit Cards
Airline Miles
Reward Card
Amex
Mastercard
Visa
• Financial Planning
Education
Estate Planning
Retirement
Tax
• Home Equity
• Insurance
• Investments
Life Insurance
Mutual Funds
Other investments
Real Estate
Stocks and bonds
• Loans
Home Equity
Home Purchase
Refinancing/Debt
Consolidation
• Mortgage: New and
Refinance
In-Market Education
Seekers
• By School
By State*
Online*
• By Type
Certificate
Graduate*
Online/Continuing Education
Trade/Vocation*
Undergraduate*
• Interest
Accredited Education
On Campus Education
Online Education
• Major/Field
Arts & Humanities*
Business*
Computing and Technology*
Education
Health science*
Informatics
Law*
Political Science, Law, and
Criminal Justice*
Undecided
• Parent of Student*
• Scholarships and Financial
Aid*
In-Market CPG
Shoppers
• By Brand*
• Floral & Garden
• Food & Beverages*
• Health & Beauty
Beauty*
Contacts & Eyeglasses*
Health*
Personal Care*
• Household Supplies
Cleaning & Laundry*
Film, Photo & Batteries*
• Pet Supplies
By Animal*
Convertible Car Seats
Flea & Tick Products
Pet Accessories*
In-Market Local
Goods & Services
Shoppers
• Apartment Rentals*
• Arts & Entertainment*
• Education
Schools*
Training*
• Local Goods
Food & Dining*
Shopping*
• Local Services
Business Services
Health*
Public Utilities
Real Estate Services*
Safety Services*
Travel Services
Government Services
Insurance
Social Service
Wedding Services
Automotive Services*
Financial and Legal Services*
Industry and Trades*
Personal Care*
Telecommunication Services*
Employment Agencies
Copy and Print Services
• Facilities*
Other Data Types Available
In addition to in-market data, BlueKai also provides access to over 30,000 data attributes across
demographic, geographic, frequent buyers, lifestyle and B2B categories.
© 2010 Blue Kai, Inc. All rights reserved.
To get started as a BlueKai data buyer or for more information, contact partners@bluekai.com.
www.bluekai.com