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Put Your Money Where Your Consumer Is: How Audience-based Targeting Drives Higher ROI

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8 Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Here's how the data types defined above would look to a leading beer brand. Let's call it "BeerX." Data Type Beer Brand Example Behavioral (Online) Consumers who visit ESPN.com, beeradvocate.com and bleacherreport.com Contextual Consumers who read articles on http://www.espn.com/NFL Demographic Male, Caucasian, age 21-34, making $75,000 to $99,000 annually First-Party Consumers who took advantage of a BeerX mail-in rebate offer Geographic Consumers who live near Boston Look-Alike Modeled Consumers who have similar demographics to and/or behave like people who used a BeerX promotion code Native Consumers who read sponsored articles placed on www.nfl.com/super-bowl Purchase-Based Customers who purchased BeerX in the past year AND consumers who purchased BeerW, BeerY, BeerZ in the past three months Retargeting Consumers who visited the www.BeerX.com website DATA TARGETING FOR A LEADING BEER BRAND EXAMPLE:

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