Stirista Company Overview

StiristaCompany Overview 2019

StiristaOverviewFounded in September 2009, Stirista offers deterministicaudience data and inferred social insights, sourced froma mixture of online and offline contributors. Our dataenables buyers to identify their audience and match it tothe channels that reach consumers where they spendtheir time.

Reach and Scale:Data Types: 244 MM Individuals tied to a billion emailsAuto, B2B, B2C, Social, Life Event,Political, Multicultural, Intent, Voter Consumer Database of essentially every U.S.adult. Deterministic compilation results inprecise postal data (99.7% CASS score), optin email coverage on 120 MM , social mediahandles on over 190 MM. Extensivedemographic, lifestyle, behavioral, transaction,automotive ownership, and occupational dataattributes. This data is consistently validatedvia transaction activity Business Database of 30 MM professionalsthat is constantly validated against socialmedia and corporate profiles Political Database of 175 MM U.S. voters andtheir relative behavior Detailed multicultural data on 180 MMindividualsMarket Differentiators: Focus on social Unique data overlays: We add customerinsights unique to social media profiles B2B expertise: Programmatically targetbusinesses as if they were anotherconsumer segmentCountry Breakdown: 100% US-only

Data Sourcing& MethodologyHow/where do we source our data? See table in next slideHow often is our data refreshed? 90 days maximum, though many time-sensitive segments such as social orlife-event trigger data are refreshed on a weekly or monthly cadence.Details for privacy compliance (no PII data; allpartners extensively vetted) Data is obtained with user-consent and/or opt-in Participant of the DAA Self-Regulatory Program (Ad Choices) We partner with LiveRamp where PII data is removed in privacy-safemanner and matched to online IDs

Details on DataSourcing By VerticalAudienceAutoSource/Methodology We standardize our data from a few transactionalsources including insurance, warranty, and serviceproviders. No time restricted data is used so our autolists are not subject to the restrictions that apply toDMV data. Our auto data is DPPA/Shelby Actcompliant.

We have a hybrid compilation of offline and onlinesources. We capture email, name, postal, and otherrelevant business card information. We then appendcompany information based on domain.B2B We also have partnerships with retailers and websitesthat allow customers to receive opt-in third-partyoffers that match their consumer data. Business data is collected directly from companiesthrough surveys and phone calls. Alliances with marketing agencies and researchcompanies also contribute.B2C B2C data is aggregated from many suppliers includingsurveys, sweepstakes, online purchases, and manyother reliable sources. Our B2C consists only of datawhere we can verify a real postal address and IPaddress. We place a great emphasis on keeping thisdata clean and verified.

New Movers & Pre-Movers – sourced from utilities,deed registrations, change of address files, pendingsale contracts, etc. First-time Home Buyers – multi-sourced from publicrecord data, deeds, new connect feeds, and a subsetof our new mover files. New Business – sourced from governmentregistrations, phone and utility records, tax records,professional licenses.Trigger Data (Life Event) Newly Engaged – multi-sourced from weddingpurchases, wedding registries, sample weddinginvitation lists, and more. Newlyweds – multi-sourced from public records,surveys, and our newly engaged file once thewedding date passes. New Moms – multi-sourced from birth announcementorders, baby registry registrants, maternity-wearbuyers, and more. Specific data sources available on request.Political State voter registration is public information and wecompile this data by aggregating it from states andcounty; certain states do not require citizens toname a party in their registration and in thoseinstances we model this data based on voting records.

Taxonomy OverviewSegment CategorySegment NameVoterStirista Social Business ACC AlumSocialStirista Social Business Active RecruitingStirista Social Business Area of Study BusinessStirista Social Business Area of Study CommunicationStirista Social Business Area of Study EducationStirista Social Business Area of Study EngineeringStirista Social Business Area of Study Fine ArtsStirista Social Business Big 10 AlumStirista Social Business Big 12 AlumStirista Social Business Business Innovators And LeadersStirista Social Business Luxury Hotel or Travel FollowersStirista Social Business Luxury Motorcycle FollowersStirista Social Consumer MSNBC FollowersStirista Social Consumer News FanaticsStirista Social Consumer Parenting FollowersStirista Social Consumer Progressives and ActivistsStirista Social Consumer Vegan/Vegetarian FollowersStirista Social Consumer Wedding FollowersStirista Social Consumer Wine FollowersLife Event TrigerIntentConsumerBusinessAuto

Details onSocial Offeringand SourcingStirista was the first to make deterministic social insightsavailable outside the originating social platform.

DescriptionSourcing Methodology Use social activity observed via public accounts andfollow activity to identify groups of individualsinterested in a person, brand, business, cause, andmore. This data is primarily used to help advertisersidentify loyal customers, build audience segments forcompetitive conquesting, and identify cross-sellingopportunities. Linkage between social handles and our own emailrecords allows for the custom creation of segments thatsignify brand affinities and true multichannel marketing.For example, followers of Coke vs. Pepsi.

Brand-SpecificSocial SegmentsCustom Segments Across DatabasesEmail tied to social enables us to build custom intentaudiences. For example, we can build brand-specificaudiences to be used for digital use.

Use Cases: Customer Retention Prospecting Competitive Conquesting Broaden Target Audience(Lookalikes) Narrow Target Audiences(Drive Conversions) ID & Target Purchasers ofComplementary Products

Use CasesIdentify relevantbrands to audiencesegment.Input all “@handles”into the Twitter Pullapplication.

Download resultsRemove non-PII andupload to LiveRampfor distributionProcessing time for a single segment: 3-5 business days

ExistingSegmentsThe following segments have beencreated by Stirista for brand use.Luxe:Drugstore:Indie: Estée Lauder Clinique MAC Tarte Benefit Too Faces Revlon Covergirl Almay Max Factor WetNWild ELF Anastasia Morphe Color pop Makeup geek Huda Beauty Glossier

Segment NameSegment DescriptionDigital AdTargeting PriceEstimatedReachStirista Sling AppleTV, AmazonFire TV, RokuPlayer Users B2C data is aggregated frommany suppliers includingsurveys, sweepstakes, onlinepurchases, and many otherreliable sources. Our B2Cconsists only of data wherewe can verify a real postaladdress and IP address. Weplace a great emphasis onkeeping this data clean andverified. 1.0015,000

Stirista Sling Hispanic/LatinoHouseholds Custom compilation ofHispanic and/or Spanishspeaking individuals in theUS. The purpose of thissegment is to identifyconsumers of Hispanic/Latinocontent. The custom datasegment will be distributed viaLiveRamp to almost everymajor DSP for Sling TV digitalcampaigns. 1.0025,000,000Stirista Sling Sling CompetitiveConquesting Followers of rival brandsincluding YouTube TV,PlayStation Vue,DIRECTV NOW, DIRECTV,Hulu, and other competing/related brands. This datasegment is constructed bymatching a social followerhandle to offline PII andonboarding through LiveRamp.The custom data segment willbe distributed for Sling TVdigital campaigns. 1.0025,000,000

FAQs andResponsesWhere does your datacome from?Can you share the specific onlinesources for your data sets?Our data comes from a mixture of onlineand offline sources. We build and maintainour data sets offline, but have made themavailable online as well through ourpartnership with LiveRamp.Yes, provided that the request is for a specificaudience segment. We are not permitted to shareall sources, but have several that have agreed tobe named and are representative of the whole.Given that the sourcing for a B2B record will bemuch different than a newly engaged record,we prefer to share sources on an ad-hoc basis.Does Stirista track personallyidentifiable information?Yes, in a compliant manner. Our profiles arebuilt and maintained based on opt-in userdata. We also utilize best-of-breedonboarding partners to ensure that we remainprivacy-safe when we match our data toonline identifiers.How do you validate orverify your data?We use several third-party email verificationservices and also double verify any name andpostal addresses before they are added to ourdata sets.Any additional questions can be directed to Blaine Britten; b.britten@stirista.com

Positive FeedbackWe worked with Great Clips’ marketing director to efficiently generate one additional visitfrom current customer stage without discounting visitors that would visit regardless of thecoupon. Profits are quickly eaten away when providing 20-30% discounts to patrons whowere going to get their hair cut anyway. To combat this, we segmented customers basedon their likelihood to visit and discounted just enough to drive the redemption.The intelligent discounting increased return on investment across the board for prospecting,win-back, and retention strategies. Over the past 12 months, Great Clips has seen 2%incremental growth in incremental visit profitability.

Positive FeedbackWe worked with L’Oreal’s VP of data acquisition to understand their competitors’ followersand tailor their message to more appropriately position products. Large product lines withdiffering value propositions make understanding audiences more important because animpression to a willing buyers is wasted if they see the wrong products.To more effectively identify L’Oreal’s audience, Stirista identified the individuals following acompetitor’s Twitter handle and matched to name and postal to create competitiveconquesting segments within each value proposition. Over the past 5 months, L’Oreal hasobserved a lower cost per click and 12% increase in usage, month over month.“[Stirista’s] magical audiences have made this [financial services client’s] business grow over the past year.”- Hugh Malzec, Zeta Global

Sales OrgBy RegionStirista HQ is located in San Antonio, Texas.However, the majority of our sales teamworks remotely in the following locations:New York:Virginia:David Bailey―VP of SalesDan LudwigDoug PasquinelliLos Angeles:San Antonio:Olivier FabreBrian Gold

StiristaCompany Overview 2019

Newly Engaged – multi-sourced from wedding purchases, wedding registries, sample wedding-invitation lists, and more. Newlyweds – multi-sourced from public records, surveys, and our newly engaged file once the wedding date passes. New Moms – multi-sourced from birth annou