2020 Audience Solutions Overview

Bombora Audience Solutions

We are not in the media business — just data and measurement.

Key Verticals• Programmatic Display

• Paid Social

• Connected TV

• Addressable TV

• Content Syndication

• Audio & Streaming

• Digital Out of Home

• Search Marketing

• Mobile In-App

• Retargeting

Key Use Cases

We provide organizations with data and measurement solutions to refine audience segmentation and improve campaign performance.

• Enterprise Technology

• Consumer Technology

• Telecommunications

• Healthcare

• Human Resources

• Financial Services

• Insurance

• Manufacturing

• Small Business

The Bombora Story

Bombora has created a first-of-its-kind online Data Cooperative of

5k+ business professional research

websites.

Bombora aggregates online consumption and behavioral data across key verticals to understand

who visitors are (Cookie ID & Company) and what the visitors are

consuming (Behavioral Intent).

Bombora customers leverage this data

throughout their customer journey experience and

across their marketing and sales organizations.

Researching7,000+ topics

Listening to5M+ companies

The scale of this data is unparalleled – globally

Across1.2B devices

Paid Media

Paid Social Lead Generation

Marketing Automation Sale Prioritization

Today’s buying activity and research

is typically done online.

Bombora’s Intent data is curated into Bombora Company Surge®. Company Surge® is a dynamic, B2B, domain-

and-topic dataset that monitors and identifies companies actively

undergoing research spikes “Surging” on your products or services.

A Company Surge® Score represents the intensity of research spikes compared to the normal behavior of a business and a topic

Features used to identify interest in a topic over a 12-week baseline

# of topic events # of unique users Topic relevancy weight Content engagementThe number of interactions

between a company and a topic The number of people researching

a topic from a companyThe relevancy of the content to the topic (i.e. is the topic the

focus or simply mentioned)

The depth of engagement of the interaction (e.g. scroll velocity,

dwell time, etc.)

0 40 60 100

Increasing consumption

Decreasing consumption

No change in consumption

70

24% 60% 10% 6%

Company Surge® Score

Company Surge®

content consumption and score distribution

A Company Surge® Score of 60+ indicates a significant spike in

content consumption

Avg. % of population

Bombora Datasets Available― Five Fundamental Taxonomies ―

Profile

Demographic, Firmographic &

Geographic

*Syndicated Audiences

Behavioral

Behavioral IntentOr

Behavioral SMB

*Syndicated Audiences

ABM

Employee Devices at specific companies

Surge

Employee Devices at Surging companies

“Companies from a target account list or

CRM list”

“Companies Surging on specific content &

topics”

“Devices that have consumed specific

content online”

Or

“SMBs (1-100 size) identified through online

behavior”

“Finance decision-makers at Enterprise

companies with greater than 1,000 employees”

*Custom Audiences

Install

Companies with Installed Software

Categories

*Syndicated Audiences

“Companies using competing product

categories”

Programmatic Display & Video

DSPs & DMPs

Paid Social

Facebook&

LinkedIn

Native

Native Platforms&

Native PMPs

Advanced TV

Addressable TVCTV / OTT

Data-Driven Linear

Where To Activate Bombora Data― Four Main Activation Channels ―

Note: Only a sampling of available destinations shown.

Bombora Activation Channels― Omnichannel Activation ―

Activate Bombora Data within your omnichannel marketing stack

Programmatic Display& Video

Data-driven Linear TV

CTV/OTT Paid Social(Facebook & LinkedIn)

Contextual DOOHAddressable TV

Achieve a higher ROI with Bombora’s portable intent dataset

Audio Streaming& Podcasts

Mobile In-App

Search Marketing

Always-On AudiencesCompany Surge® data refreshes weekly. Shouldn’t your audience segments do the same?

Introducing Bombora Always-On, the newest solution to guarantee your audience segments are always ready to go! Since Company Surge® data is updated every week, Bombora has created a solution to ensure a weekly refresh can also be applied to your Programmatic Display & Social audiences as well.

Leverage Always-On in Adobe Audience Manager!

How it works:

Bi-directional SyncCompany Surge® scores are updated every week. These

weekly updates provide insight into companies that are entering

and exiting research spikes.

Surging devices added

Non-Surging devices removed

Devices from newly Surging companies are added to existing

audiences & devices from companies that are no longer

Surging are removed from existing audiences.

Demographic & Firmographic Audiences

• Business Professional • Human Resources Professionals

• Business Travelers • IT Professionals

• Finance Professionals • Marketing Professionals

• Fortune 500 Employees • Small Business Professionals

• Health Professionals

B2B demographic & firmographic audiences available in DMPs/DSPs today!

Seniority

Decision Makers

Industry Functional Area

Company Size

Company Revenue

Professional Groups • Account Management • HR Diversity

• Accounting • HR Recruiting

• Administration • Information Technology

• Advertising • Legal

• Branding • Marketing

• Business Development • Medical/Health

• Change Management • PR

• Compliance • Product

• Consultants • Recruiting

• Creative • Sales

• Dentist • Software

• Engineering • Surgeon

• Government • Systems & Business Analysts

• Health Professional • Wealth Management

• HR Benefits • Web Development

• Accounting • Insurance

• Advertising/Marketing • Legal

• Agriculture • Manufacturing

• Banking • Media & Internet

• Business Services • Non-Profit

• Construction • Real Estate

• Consumer Services • Recreation

• Cultural • Resource Extraction

• Education • Retail

• Energy • Software

• Finance • Sports

• Gaming • Telecommunication

• Government • Transportation & Travel

• Healthcare • Utilities

• Hospitality • Wholesalers

• 1 - 9 • 500 – 999

• 10 – 29 • 1000 – 4,999

• 50 – 199 • 5,000 – 9,999

• 200 – 499 • 10,000+

• Board & Ownership • Non-management • C-Suite • Management

• Finance • Healthcare • Human Resources • Information Technology • Marketing

• <$1M • $100M - $200M

• $1M • $200M - $1B

• $10M - $5OM • $1B+

• $50 - $100M

Bombora aggregates and appends demographic and firmographic attributes to each device monitored throughout the Co-Op. The firmographic and demographic attributes are collected from a combination of anonymized publisher registration data, proprietary IP-to-Company mapping technology, and offline data sources.

• 500+ demo/firmo audiences available• Updated every 24 hours

• Available in most DMPs/DSPs• Referred to as ‘Syndicated’ or ‘Off-The-Shelf’ audiences

Account-Based-Marketing AudiencesTarget specific companies at an individual level, rather than mass marketing!

Bombora maps a domain to each device recognized throughout its data Co-Op to provide marketers greater flexibility and precision in determining to which companies they want to deliver their messages.

Publishers can map cookie IDs to company domains from their own

registration data

IP address24.97.68.2

Bombora can match cookie IP addresses to company domains

Cookie ID12345

Offline sources can also match cookie IDs to company domains

Data collected from each device within Bombora’s data Co-Op:• Cookie ID • IP Address • URL, device type, browser, referrer URL, etc.

Target employee devices from companies on your ABM list at scale!

Cookies are associated with each domain and sent to Adobe Audience Manager.

How it works:

Matching Devices to Domains

Custom Company Surge® Audiences

Surging from an ABM List

Choose the right Company Surge® tactic for the right campaign!

Total ABM List

10,000,000 Total Cookies

Surging Companies From ABM List

1,500,000 Surging Cookies

Utilize Company Surge® and prioritize your account list by focusing on the companies that are researching your solution!

Activation

Determine which companies from your ABM list are surging on topics you select.

Target the devices from the surging companies in your paid mediacampaigns.

Bombora will send the Surging devices to Adobe Audience Manager!

Look-a-Like Surgers

Surge Look-a-Like Criteria:

Utilize Company Surge® to identify new, surging companies in verticals and sizes that you want to focus on!

Activation

Identify Surging companies from Bombora’s database of over 5 million unique companies.

*Tip: Use this tactic to generate an ABM list for you.

Surging Companies

3,000,000 Surging Cookies

Surging on at least 3 of 12 Topics

Company Size: 200 – 5,000 Emps

Vertical: Finance or Tech

Bombora will send the Surging devices to Adobe Audience Manager!