C6. Signal Definitions

ADARA categorizes audiences by their functional, industry-specific type:

• Demographics - signal with specific demographic characteristics; see C3.2. Demographic Signal Insights for more information or see here for ADARA's specific definition

• Experiences - signal for entertainment, such as dining and events; see here for ADARA's specific definition

• Finance - signal with financial indicators, such as home ownership and wealth; see here for ADARA's specific definition

• Retail - signal for consumer goods and the characteristics of their online activities; see here for ADARA's specific definition

• Travel - signal with travel intention and behavioral indicators; see C3.1. Travel Signal Insights for more information or see here for ADARA's specific definition

This list of signals will change and grow as ADARA develops new audience perspectives for different industries.