AdAdvisor (a Neustar service) Segments



Launch your campaign in a few hours.

AdAdvisor, a Neustar service, is a suite of data-driven audience targeting solutions that start with verified, scalable offline data to provide portable, cross-platform online targeting. AdAdvisor enables precise targeting by unlocking thousands of behaviors, attributes and lifestyles in addition to zip code, age, and gender and linking them to an AdAdvisor Element. Using AdAdvisor data, you can target prospects most predisposed to a brand, product or service. AdAdvisor’s data comes from reliable offline data about nearly every US household, based on hundreds of proprietary sources. AdAdvisor does not track online browsing behavior, and is built on anonymous, privacy-friendly consumer profiles.

AdAdvisor data is collected by verifying a user’s real, offline household identity. We then associate that verified identify against Neustar’s ElementOne segmentation model. We receive over 2 billion records per month from authoritative offline sources. These offline sources include market research data, retail purchase behaviors, demographic providers, and national panel data. Through a proprietary verification process, this information is aggregated and standardized within our ElementOne® Analytics Platform. The result is a highly accurate segmentation that reveals this user’s consumer behaviors, propensities, and demographics.

  • Send us a detailed brief about your campaign goals & target audience.
  • We will prepare a targeting plan with recommended segments and inventory providers.
  • Track your campaign results and optimize it based on your goals.


AdAdvisor provides access to 159 popular Audience Groups within the BlueKai marketplace, and to over 13,000 audience attributes for client-customized targeting. Each attribute allows you to target a portion of the US population that indexes highly for a particular behavior, characteristic, opinion, or brand preference. For instance, “Automotive – Vehicle Make – Chrysler” identifies households that are most likely to own a Chrysler.

Top 5 use cases for AdAdvisor data:
1. Brand and Product-level Propensity Data – e.g. American Express cardholders, Xbox users, Dove soap buyers

2. Competitive Conquesting – e.g. help Delta reach United Airlines frequent flier program members

3. Brand Awareness – identify target consumers before they are in-market

4.Large-scale campaigns – reliably reach tens of millions of uniques who fit your campaign goals

5. Life Stages – households with young children, consumers who do lots of home renovation, recent college graduates, seniors, etc.

AdAdvisor data also helps you reach people who behavioral targeting (BT) can’t easily reach – for instance, consumers of products which are generally purchased offline.


How does ORACLE (BlueKai) ensure data quality?

ORACLE (BlueKai)  has a highly-specialized Classification team of taxonomists made up of individuals with graduate degrees in Information Management.

ORACLE (BlueKai)  employs a double-human verification process where two taxonomists individually inspect every raw key/value pair passed to the ORACLE (BlueKai)  system to ensure that the data being passed is of proper format.

Can I build target custom segments?

Yes, our targeting platform supports Boolean logic. You have the ability to “AND” or “OR” segments when defining your audience.

How do you show our ads on these segments?

We use our own Appnexus and Google AdX accounts to target selected audiences on behalf of you. Thanks to that, we can run your campaign in a few hours.

How reporting works?

We will give you an access to our reporting service, with that you can generate custom reports for your campaigns.

Also you can use your own impression and click trackers with us.

How long after a user qualifies for an audience category?

Categories are stored per user for 90 days.

How often do users clear their cookies?

Generally, 30% of users clear their cookie every 3 months.

What is the additional targeting options?

  • Frequency
  • Geo
  • Device & Device Type
  • Connection Type
  • Publisher
  • Inventory Seller

What is the pricing and payment terms?

Pricing:  We charge you with CPM for data and inventory usage.

e.g: You will pay $1.5 for data + $2 for inventory. Total CPM will be $3.5


Payment: If your budget lower than $5k, you need to send us upfront payment.

If your budget more than this, you need to send half of your budget before campaign flight dates.

We are here to help!

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