# Tunnl (tunnldata.com) — llms.txt
# Updated: June 2026
# Purpose: AI-readable summary of Tunnl's website for LLM search and retrieval
# Coverage: All primary product, solutions, and company pages. Blog posts excluded.
# Source: https://www.tunnldata.com

---

## COMPANY OVERVIEW

**Company:** Tunnl (tunnldata.com)
**Tagline:** 10 years of opinion data on every U.S. adult. One platform that puts it all to work.
**Mission:** The only AI-powered platform that connects research, audiences, and measurement in one closed loop.
**Vision:** Research, audiences, and measurement powered by infrastructure no one else has. Every campaign starts ahead because a decade of intelligence is already built in.
**Founded:** Built on 20+ years of modeling voter and consumer databases; formed through mergers with TargetPoint Consulting and Deep Root Analytics. Formally launched as Tunnl in 2021.
**Headquarters:** 3100 Clarendon Blvd, Arlington, VA 22201. Phone: (202) 990-3690.
**Recognition:** Named a DCA Live Red Hot Company for 2025, one of the DC region's most innovative and fast-growing ventures.
**SOC 2 Accredited:** Yes. Tunnl is committed to protecting customer data with a secure, trusted, and privacy-safe experience.

**What Tunnl Does:**
Tunnl is a closed-loop intelligence platform that connects research, audiences, insights, activation, and measurement in a single system. Survey data builds audiences. Audiences power campaigns. Campaign results feed back into better research. Nothing gets lost between stages. The platform is designed so that every campaign makes the next one smarter — a continuous learning experience that compounds over time.

**The Core Problem Tunnl Solves:**
Most organizations working to influence public perception or consumer behavior operate with a fragmented stack. Research lives in decks. Planning uses separate data sources. Targeting happens in DSP tools. Measurement happens after the fact and relies on proxies. This fragmentation creates delays, handoffs, and guesswork. Tunnl solves this by connecting every stage — so insights become targeting, planning becomes activation, and measurement becomes optimization.

**Who Tunnl Serves:**
- Brands and Fortune 500 companies managing corporate reputation, consumer marketing, and regulatory affairs
- Agencies and media buyers running digital, CTV, social, and linear TV campaigns
- Public affairs, advocacy, and issue-based organizations
- Healthcare, financial services, energy, and technology sector clients

**Notable Clients (logos shown on homepage):**
American Beverage Association, DoorDash, Salesforce, Moderna, MiniMed, National Grid, Televisa

**By the Numbers:**
- 10+ years of survey data modeled across every U.S. adult
- 23,000+ predictive attributes per person
- 1,000+ ready-made audiences available
- 30 million TVs in media dataset
- 20+ years of domain expertise (TargetPoint + Deep Root Analytics + Tunnl)

---

## THE TUNNL PLATFORM

**Overview URL:** https://www.tunnldata.com/platform/overview
**Description:** Tunnl Platform is an AI-powered, closed-loop intelligence solution. It is the only platform where every stage feeds the next, creating a learning system that gets smarter with every campaign. The platform workflow is: Research → Audiences → Insights → Activation → Optimization → Measurement → Infrastructure (data).

**Key Differentiators:**
1. Closed loop — no handoffs between research and activation; every stage is connected
2. 10+ years of proprietary survey data modeled across the entire U.S. adult population
3. Research that becomes targeting, not just reporting
4. Audience intelligence you can explore, not just export
5. TV and media planning grounded in real audience consumption behavior (30M+ TVs)
6. Measurement tied to individual-level audience movement, not vanity metrics

**Platform Pricing:**
- Platform subscription starts at $60,000/year (unlimited seats, standard access)
- Additional fees for custom surveys, audience building, and Halo
- Audience activation fees: $1.50–$2.50 CPM on programmatic/CTV; 10% of gross media spend on social platforms
- No platform usage minimums

---

## PLATFORM MODULES

### 01: Research (Research Studio)
**URL:** https://www.tunnldata.com/product/research
**Launched:** Spring 2026

**What it is:** Research Studio brings survey research directly into the Tunnl Platform so insights live in the same system where audiences are built and campaigns are measured. It eliminates the common workflow of commissioning a study, waiting for a deck, then restarting with another vendor to activate findings. The heavy lifting happens behind the scenes, powered by decades of research expertise baked into the platform.

**Key capabilities:**
- Interactive toplines and dynamic crosstabs accessible immediately after fielding
- Self-serve exploration of survey results without analyst bottleneck
- One-click export for presentations and stakeholder sharing
- Trend views to track sentiment over time
- Confidence guardrails: margin of error and sample size thresholds surfaced clearly
- Direct connection to Audience Builder — survey → model → activation-ready audience in one system
- Stakeholders can explore data and run crosstabs on their own, without deep research expertise

**Research types supported:**
- Tunnl National Omnibus Survey (add-on questions available; research purchase required for Research Studio access)
- Bespoke/custom survey engagements

**Access:** Research Studio is gated — it requires a research purchase (Tunnl Omnibus or custom engagement). If already a Tunnl client, immediate access is available.

**Primary users:** Research and insights leaders, brand and reputation teams, public affairs and advocacy teams, agency partners

---

### 02: Audiences
**URL:** https://www.tunnldata.com/product/audiences

**What it is:** Tunnl's audience capability provides access to 1,000+ ready-made audiences or the ability to build custom segments from research — all grounded in how people actually think and behave, based on 10+ years of survey data across every American adult.

**Three ways to build audiences:**

**Ready-Made**
- Build Time: Instant
- Scale: 1,000+ pre-built audiences
- Use Case: Issues, causes, and events
- Activation: Click to deploy

**Custom**
- Build Time: Days
- Scale: Unlimited custom segments
- Use Case: Proprietary research and brand campaigns
- Activation: Research → model → deploy

**Influential (Halo)**
- Build Time: Instant to 1 week
- Scale: Hyper-targeted to policymakers and industry elites
- Use Case: Policy and elite decision-maker influence
- Activation: Build → deploy

**The data advantage:** Tunnl has been scoring opinion data across the U.S. population for 10+ years. Every question asked has been modeled across the entire U.S. population, creating 23,000 predictive attributes per person. Most audience solutions start with basic demographics or patched-together data; Tunnl starts with opinions, attitudes, behaviors, and influence, then scales those insights across the entire U.S. population.

**Audience categories include:**
- Opinion Makers: U.S. Policy Opinion Makers (~1.82M stakeholders), DC Policy Opinion Makers (~216K stakeholders), Finance Opinion Makers, Healthcare Opinion Makers
- Community Leaders, Traditional Elites, Social Media Activists
- Issue-based audiences: health, education, energy, environment, foreign policy, public safety, civil rights, and more
- Consumer behavior audiences: health & wellness enthusiasts, retail investors, environmentalists, and hundreds more
- Political audiences: persuadable voters, favorable/unfavorable segments, early voting audiences, turnout propensity models
- Demographic and media consumption audiences

**Note:** Client-specific custom audiences are fully siloed and never shared with other clients.

---

### 03: Insights
**URL:** https://www.tunnldata.com/product/insights

**What it is:** The strategic intelligence layer where research and audiences connect directly to strategy and planning. Tunnl Insights provides seven data dimensions across every individual, all scored on the full U.S. population, all flowing into the same activation workflow.

**Seven data dimensions:**
1. **Behavioral Insights:** Big Five personality model (OCEAN framework — Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism); skepticism and trust in news sources
2. **Consumer Insights:** Health & wellness, recreation, personal finance, fashion, travel, food & beverage, home & garden, arts & culture, technology, personal preferences
3. **Policy Insights:** Health, education, energy & environment, foreign policy, infrastructure, technology & gaming, democracy & governance, public safety, civil rights, party ID, political ideology
4. **Influence Insights:** Leadership, professional identity, influential behavior
5. **Media Mix Insights:** Social, digital, linear TV, streaming, traditional audio, digital audio, video on demand — including platform density scoring (index vs. U.S. average)
6. **Demographic Insights:** Age, sex, race, political party, income, marital status, education, children in household
7. **Geographic Insights:** Population density by DMA; geographic stack ranking

**Key features:**
- AI summaries surface key differences across audiences
- Presentation-ready insight exploration reports — exportable with one click
- Privacy-safe: no PII exposed in platform
- Seamless pathway to activation — audiences push from Insights directly to activation channels
- Commission custom surveys via Research Studio and automatically model results across the full U.S. adult population to create new addressable audiences

---

### 04: Activation
**URL:** https://www.tunnldata.com/product/activation

**What it is:** One click moves audiences across every channel, directly from the platform where they were built. Tunnl does not buy or place media — instead it partners with ad platforms, DSPs, marketplaces, and data infrastructure providers across the entire ecosystem. Activation is built into the closed loop, not a downstream or separate step.

**Activation channels:**
- Connected TV & Streaming (e.g. Hulu, Peacock, Pluto TV, Fubo TV, Tubi, Philo TV)
- Linear TV (broadcast, cable, addressable inventory)
- Social Media (Meta, LinkedIn, Snapchat, TikTok, Pinterest, Reddit, X Ads)
- Audio (Pandora, Spotify, SiriusXM, iHeart Media, Audacy)
- Programmatic Display & Video (banner ads, pre-roll, native across the open web)

**Major integration partners (selected):**
The Trade Desk, Google (DV360, YouTube, Google Ads), LiveRamp, Experian, Meta, TransUnion, StackAdapt, Cadent, Viant, Roku, Amazon, Disney, NBCUniversal, Paramount, Nielsen, Comscore, Snowflake, and 200+ additional DSPs, SSPs, publishers, and data partners (full list visible at https://www.tunnldata.com/product/activation)

**Identifiers used in activation:**
- The Trade Desk: UID2
- Meta: Hashed PII (name, address, phone, DOB, sex, email)
- All other destinations: RampID, MAID, HEM, cookies, publisher ID, IP address, CTV device ID

**Audience Identity Resolution:** A living identity graph that adapts as signals change, so audiences stay accurate without manual updates.

**Activation timeline:**
- Ready-made Tunnl Audiences: 48 hours to 1 week to populate in activation platforms
- Custom research-based audiences: 1–3 weeks after questionnaire approval (often faster for rush timelines)

**No client-held LiveRamp license required** for standard audience activation via the Tunnl Platform.

**Data usage fees at activation:**
- Programmatic / display / DSPs: $1.50 CPM (included in media buy; no separate invoice)
- CTV / OTT platforms: $2.50 CPM (included in media buy; no separate invoice)
- Premium audiences with additional data layers: +$1.00 CPM
- Social platforms (Meta, LinkedIn, etc.): 10% of gross media spend (invoiced separately via Tunnl; Consumer Social Reseller agreement required)
- The Trade Desk: hybrid pricing model (contact account team for specifics)

**Match rates (approximate):**
- Meta: 65–80%
- Programmatic platforms: 45–65%
- LinkedIn and Twitter/X: lower match rates

---

### 05: Optimization (TV Ratings / Media Planning)
**URL:** https://www.tunnldata.com/product/tv-ratings

**What it is:** On-demand, audience-based local linear TV ratings for any Tunnl audience, in any market — enabling audience-based media planning for linear TV campaigns. Built on the most comprehensive TV dataset in the market: 30 million TVs.

**Data foundation:**
- 30 million+ TVs nationwide
- Combines Automatic Content Recognition (ACR) data and Set-Top Box (STB) data
- ACR: national reach and precise fingerprinting for major networks and programming
- STB: captures local stations, regional networks, and underrepresented content ACR misses
- Together: a complete, continuously updated view of how America actually watches TV

**Key capabilities:**
- Identify target audience consumption by network, program, daypart
- Filter by sports, Spanish-language programming, local and national content
- In-platform rate card matching — connect audience ratings directly to buying software
- Ongoing data updates for dynamic linear optimization
- Not optimized to demographics — optimized to real, named audiences

**Primary users:** Media buyers and planners running linear TV, CTV, or omnichannel campaigns

---

### 06: Measurement (Campaign Effectiveness)
**URL:** https://www.tunnldata.com/product/measurement

**What it is:** Real-time, individual-level campaign measurement. See exactly which people responded to which messages while the campaign is still running. Every person in the target audience has a modeled score based on 10+ years of survey data — Tunnl re-scores them during the campaign to show exactly who is shifting and in which direction.

**How it works:**
- Tracks individual-level modeled scores before and after campaign exposure
- Compares exposed vs. unexposed individuals
- Shows audiences moving toward or away from campaign KPIs
- Enables drill-down into moving audiences and their profiles
- Channel-agnostic: works across TV, CTV, digital, social, OOH, and print
- Integrates directly with DSPs including The Trade Desk and LiveRamp

**Four measurement outputs:**
1. Track audience movement over time (wave-over-wave score shifts)
2. See who's responding vs. who isn't (re-cut mid-campaign)
3. Full audience profiles — where they live, what they watch, what they believe
4. Measure policy impact, brand favorability, and message resonance tied directly to spend

**Key benefits:**
- Prove campaign impact with real audience data, not proxy metrics
- Optimize mid-flight based on actual movement
- Eliminate waste by shifting spend from non-movers to under-exposed segments
- Because measurement feeds back into the platform, every campaign makes the next one smarter — you're starting ahead, not from scratch

---

### 07: Data Infrastructure
**URL:** https://www.tunnldata.com/product/data

**What it is:** The infrastructure that makes the closed loop possible. Tunnl has spent a decade asking, modeling, and verifying data across every adult in America — the result is a data asset no competitor can replicate.

**Four data layers:**

**Addressable**
A dataset of every U.S. adult, enriched with proprietary and third-party data, unified into one system. Includes records for every registered voter.
- Consumer Data (Acxiom: purchase behavior, demographics, lifestyle)
- Voter Data (DataTrust: voter file, vote history, party registration)
- Census Data

**Proprietary**
Every question Tunnl has ever asked has been modeled across every adult in America. A decade of continuously updated survey research has been fed into an AI modeling engine that generates and refreshes predictive models at scale.
- Ongoing Survey Data Collection
- AI-Powered Modeling Engine ("Tommy")
- Model Validation

**Influence**
Data on leadership, professional identity, and influential behavior — understanding not just who audiences are, but how they lead and engage.
- LinkedIn Data
- Leadership and Industry Data (Leadership Connect: national, state, and local government officials)
- Influential Behavior Models
- Professional Data (People Data Labs: work history, education, inferred revenue)

**Media**
The most comprehensive media dataset in the market. Combines observed and stated consumption across screens. The TV dataset covers 30M+ TVs nationwide.
- Automatic Content Recognition (ACR)
- Set Top Box (STB) TV Data
- CTV Data
- TV Ad Occurrence Data

**Survey matching methodology (waterfall process):**
1. Hard filter: must match on voter registration status, ZIP code, age group
2. Deterministic matching: optional last name + last 4 digits of phone, combined with demographics
3. Fuzzy matching: nearest-neighbor fallback for cases without deterministic data

**Key benefits of 10+ years of longitudinal data:**
- Longitudinal behavioral data: a decade of opinion research, continuously updated, scored on every U.S. adult
- Individual-level predictions: Tunnl predicts how specific individuals will respond, and regularly verifies whether they did
- Closed feedback loop: the system measures which people moved, which didn't, and what to do next — then adjusts

---

## TUNNL HALO (Stakeholder Targeting)

**URL:** https://www.tunnldata.com/product/halo
**Tagline:** See the sphere. Shape the outcome.

**What it is:** Tunnl Halo is Tunnl's influential targeting solution for reaching the individuals who shape outcomes — not just broad audience segments, but the specific people with the power to influence decisions, policy, and perception. Halo builds audiences around a target entity and maps the network of people most likely to influence that entity's thinking and decisions.

**Core concept — Spheres of Influence:**
Halo uses a two-lever process to ensure comprehensive coverage:
1. **Automated:** Proprietary professional graph identifies dynamic relationships based on current and past organizational affiliations, board memberships, and professional networks
2. **Hand-curated:** Tunnl team manually validates and adds key individuals, including those connected in professional, social, and neighborhood circles

Halo also captures board memberships (board members of the target entity's fellow organizations), social connections, and neighborhood circles — not just weak-tie social follows.

**Two targeting modes:**

**Hyper-Targeting (Closed Circle / Pinpoint):**
Surgically targets specific decision-makers, organizational leaders, or named individuals where precision matters more than scale. Best executed with Tunnl as a strategic partner.
- Ideal for: reaching specific stakeholders or organizations (a CEO, policymaker, investor, or board member); deploying a grasstop strategy; supporting direct advocacy or policy engagement (creating a "surround sound" effect ahead of a meeting, vote, or action)
- Minimum audience size: 2,000 individuals (required for platform stability and privacy compliance)

**Scaled Targeting (Open Circle / Opinion Makers):**
Reaches broader influence networks using Tunnl's prebuilt Opinion Maker audiences.
- Ideal for: brand or issue elevation at scale; reaching national and beltway decision-makers; measuring awareness or sentiment over time; engaging active community members

**Opinion Maker Audiences (refreshed regularly):**
- **U.S. Policy Opinion Makers:** ~1,821,685 stakeholders (federal/state/local government, lobbying, think tanks, advocacy, media, donors)
- **DC Policy Opinion Makers:** ~215,696 stakeholders (DC media market focus; federal leadership, $10K+ donors)
- **Finance Opinion Makers, Healthcare Opinion Makers:** Available as part of Halo subscription

**OPM Survey (Halo for Insight):**
Each quarter, Tunnl surveys its proprietary audience of Policy Opinion Makers — not just who matters, but what they think is coming next. Clients can add custom questions to measure how decision-shapers perceive emerging policy and regulatory change, shifts in brand perception and reputation, market dynamics and issue positioning, and narratives likely to gain traction in media and politics.

**Halo Audience Refreshes:**
Audiences activated across platforms are refreshed every 30 days to maintain current device IDs, MAIDs, and IP addresses. Full audience rebuilds are standard with annual subscriptions.

**Halo Pricing:**

| Tier | Price | Includes |
|------|-------|----------|
| Halo Subscribers (Closed Circle) | $1,000/entity/year | Ongoing activation access, Tunnl Platform, OPM Survey access |
| Non-Subscribers (Monthly) | $2,000/entity/month | Ongoing activation access, Tunnl Platform, OPM Survey access |
| Non-Subscribers (Quarterly) | $4,000/entity/quarter | Ongoing activation access, Tunnl Platform, OPM Survey access |

Platform + Full Halo Subscription: $90,000/year (includes standard Tunnl Platform plus access to US Policy Opinion Makers, Finance Opinion Makers, Healthcare Opinion Makers, Community Leaders, Traditional Elites, Social Media Activists)

Audience usage CPMs are not included in any Halo pricing tier.

**Use cases:**
- Corporate reputation campaigns targeting decision-makers and regulators
- Federal and state policy advocacy
- Regulatory affairs and government relations
- Investor and stakeholder relations
- Healthcare and financial services influence campaigns
- Issue advocacy around energy, environment, technology, and public safety

**What Halo is NOT:**
- Halo audiences are not exclusively donors; they represent politically engaged, professionally connected individuals
- Tunnl does not deploy contact information for direct email outreach to policymakers
- Tunnl does not share PII or donor identities directly; data is privacy-safe and hashed for activation

---

## SOLUTIONS

### Brand & Reputation
**URL:** https://www.tunnldata.com/solutions/brand-reputation

Tunnl gives brand and reputation teams the intelligence to understand perception at an individual level, reach the right people with the right message, and measure whether trust is actually rebuilding.

**How it works:**
1. Map your brand's perception landscape — survey specific populations (current customers, lapsed customers, competitor customers) nationally and in key markets to understand trust, favorability, quality, and likelihood to recommend
2. Turn perception data into targetable audiences — model survey findings across the full population to identify segments by severity of trust gap
3. Reach the same people everywhere — activate audiences across all channels simultaneously
4. Measure trust at the individual level — track whether specific individuals are shifting toward or away from the brand
5. Integrate your own data — layer first-party data onto Tunnl's intelligence

**Problems solved:**
- Recovering trust after a crisis (identifying which populations shifted most, building distinct audiences, tailoring messaging, measuring individual-level recovery)
- Deepening loyalty with high-value customers (layering opinion data on top of behavioral data, targeting based on affinity and competitive positioning)
- Rebuilding reputation after a regulatory action (identifying severity of trust loss by segment, deploying targeted messaging, measuring bounced-back vs. still-skeptical groups)

---

### Public Affairs & Advocacy
**URL:** https://www.tunnldata.com/solutions/public-affairs-advocacy

Tunnl gives public affairs and advocacy teams a unified infrastructure to move at the speed of the issues they're navigating. When a policy window opens, a vote is imminent, or a narrative around regulation is shifting, Tunnl provides the intelligence to know who matters, what message will land, and whether the campaign is working.

**Two entry points:**
1. **Research-first approach:** Deploy surveys that land in Research Studio to understand how key populations feel about your issue, organization, or the policy landscape — then build audiences and activate without leaving the platform
2. **Halo-first approach ("I already know who matters — I need to reach the people around them"):** Halo identifies the professional network around each key stakeholder — the people who brief them, advise them, and influence how they frame what they're seeing

**Problems solved:**
- Identifying movable populations amid multi-front policy pressure and activating precision audiences with targeted messaging
- Reaching the people around a high-stakes decision maker (e.g. mapping a merger stakeholder's network so the right story is heard before the conversation goes public)
- Getting ahead of a fast-moving legislative threat (surveying the full adult population to identify persuadable segments and addressable misconceptions, activating across programmatic, social, and CTV)

---

### Agency Partners
**URL:** https://www.tunnldata.com/solutions/agency-partners

Tunnl gives agencies a single technology stack that replaces the patchwork. Research, audiences, media planning, activation, and measurement live in one platform — one login, one data model, one source of truth across every client engagement.

**Value for agencies:**
- Consolidate the stack: one login, one data model, one source of truth
- Win more pitches: walk in with real audience intelligence and a channel strategy already mapped
- Move faster for every client: no spinning up new vendor relationships or waiting on data pulls
- Deliver targeting competitors can't replicate: based on 10+ years of proprietary opinion data
- Plan smarter across every channel: from linear TV to programmatic to social

**Problems solved:**
- Building audiences for one client while planning a pitch for another (everything in one platform means no new vendor relationship or data pull delay)
- Running multiple issue campaigns from one data model (build and manage distinct audience segments from a single data model; see across all of them)
- Proving ROI beyond impressions (individual-level measurement ties campaign exposure to real-world opinion shifts among specifically targeted people)

---

## COMPANY & HISTORY

### Our Story
**URL:** https://www.tunnldata.com/our-story

**Origin:** Tunnl's story begins in 2002 when co-founder Brent Seaborn and Alex Gage pioneered a new approach to identifying persuadable voters with early microtargeting in Michigan. Sara Fagen joined from the White House to build the data and targeting operation for President George W. Bush's 2004 re-election campaign using TargetPoint's early microtargeting system.

**TargetPoint Consulting (2003–2020):** Founded to solve the gap between survey research and voter action. Long before modern AI, these teams were building and deploying machine learning systems to power microtargeting — combining large-scale data modeling, opinion research, and audience identification to reach voters with individual-level precision.

**Deep Root Analytics (2012–2021):** Alex Lundry, leading data for Mitt Romney's 2012 campaign, built Deep Root to extend predictive intelligence into media — pairing early machine learning models with emerging datasets like set-top box and ACR data. For the first time, campaigns could apply the same precision to how and where they reached voters. In 2020, Deep Root acquired key IP and microtargeting capabilities from TargetPoint.

**Tunnl (2021–present):** In 2021, TargetPoint and Deep Root formally converged into Tunnl — a new vision built on nearly two decades of machine learning, training data, and real-world campaign execution. Tunnl was established as an independent company outside candidate campaigns, purpose-built for brands, associations, advocacy organizations, and agencies.

**Platform milestones:**
- 2022: Tunnl Platform launched with Audience Explorer and TV planning tools
- 2023: Premier Audience Suite extended predictive targeting into healthcare, finance, and public policy
- 2024: Reach & Frequency launched, bringing model-driven measurement to linear television; TargetPoint Consulting integrated in 2025
- 2025: Audience Explorer enhanced; Campaign Effectiveness launched; Halo unified under one stakeholder targeting product; generative AI applied to proprietary structured data
- 2026: Research Studio launched, completing the closed feedback loop

**The core belief:** Prediction is only valuable if it drives action. Understanding is cheap. Changing outcomes is hard.

### Our Team
**URL:** https://www.tunnldata.com/our-team

**Leadership Team:**
- **Sara Fagen** — CEO, Co-Founder. Former White House Political Director for President George W. Bush. Co-founded Deep Root Analytics in 2013. CNBC contributor.
- **Brent Seaborn** — Chief Data Scientist, Co-Founder. Leads modeling, targeting, and new product development.
- **Alex Lundry** — Co-Founder.
- **Elise Lewis** — Chief Product Officer. Joined Tunnl in 2013. Leads product strategy, development, and operations.
- **Brian Rose** — Chief Revenue Officer. Leads account management and customer success.
- **Michael Meyers** — Executive Vice President. 20+ years in political and regulatory strategy; advises major consumer brands and public affairs groups.
- **Bob Richards** — SVP of Engineering. Leads product development, data operations, and security.
- **Jeff Teng** — SVP of Partnerships. Leads partner ecosystem across ad tech; previously at MNTN, Roku, Oracle.
- **Alexander Ateshian** — VP of Finance and Operations.
- **Joey Friess** — VP of Business Development.
- **Caroline Bye** — VP of Audiences and Insights. Deep expertise in public affairs and advocacy research.
- **Rich Hill** — VP of Client Experience and Insights. Background in reputation management and custom research.
- **Mitchell West** — VP of TV and Video Products.
- **Sam Zaleski** — VP of Strategic Initiatives. Leads research solutions for complex audience challenges.

---

## SUCCESS STORIES

**URL:** https://www.tunnldata.com/success-stories

**Case Study 1: Pharmaceutical Manufacturer (Vaccine Education Campaign)**
- Situation: Major pharma client sought to identify the most receptive audiences for a vaccine education campaign ahead of peak flu season, amidst broad vaccine hesitancy
- Approach: Tunnl analyzed the hesitancy environment, identified receptive audience segments using precision targeting
- Results: Click-through rate 2–4x the industry average on display ads; significant budget savings vs. broad awareness alternative

**Case Study 2: On-Demand Service Company (DoorDash — Regulatory / Reputation Campaign)**
- Situation: Major on-demand platform faced regulatory challenges across multiple states; partnered with Tunnl to build momentum ahead of policy reviews by state legislators
- Approach: Multi-channel targeted campaign aimed at improving brand favorability and softening public perceptions on key gig economy issues
- Results: Positive movement in net favorability score and overall favorability after one quarter; refreshed targeting audiences for re-engagement
- Testimonial: Angela Eaddy, Policy Paid Media Manager, DoorDash — "We utilized Tunnl's Platform to learn exactly where to reach our audience, including which linear TV programs they watch and the social media platforms they use. We invested in those channels and Tunnl showed us that our favorability increased throughout the year."

---

## KEY TERMINOLOGY

| Term | Definition |
|------|-----------|
| Tunnl Platform | The full closed-loop intelligence platform (Research Studio, Audiences, Insights, Activation, TV Ratings/Optimization, Measurement, and Data Infrastructure) |
| Closed Loop | Tunnl's core architecture: research builds audiences, audiences power campaigns, campaign results feed back into better research — continuously |
| Tunnl Audiences | Ready-to-use audience library (1,000+ audiences) available to all platform subscribers; not client-specific |
| Custom Audiences | Client-specific audiences built via survey or modeling; fully siloed and never shared |
| Research Studio | Survey research module within the platform; launched spring 2026; gated behind a research purchase |
| Insights | The strategic intelligence layer providing 7 data dimensions (behavioral, consumer, policy, influence, media mix, demographic, geographic) across every individual |
| Audience Builder | Self-serve tool for building, refining, or scaling audiences |
| Halo | Influential targeting product based on spheres of influence around target entities |
| Hyper-Targeting | Halo's closed-circle mode: surgically targeting specific named decision-makers |
| Scaled Targeting | Halo's open-circle mode: reaching broader influence networks via Opinion Maker audiences |
| Opinion Makers | Audiences of policy-influencing stakeholders (US OPM, DC OPM, Finance, Healthcare) |
| OPM Survey | Quarterly survey of Policy Opinion Makers; captures forward-looking perceptions of regulatory change, brand reputation, and issue narratives; available as Halo add-on |
| Campaign Effectiveness | Measurement tool tracking individual-level audience movement over time |
| TV Ratings | On-demand audience-based local linear TV ratings for media planning; built on 30M+ TV dataset |
| Reach & Frequency | Real-time TV and streaming campaign delivery tracking (unduplicated reach, impressions, frequency) |
| Tommy | Tunnl's proprietary AI modeling engine that generates predictive scores |
| CPM | Cost Per Mille — fee per 1,000 impressions; applies to programmatic, CTV, display activation |
| LiveRamp | Distribution partner; primary data distribution rail for most non-social, non-TTD platforms |
| UID2 | Identifier used by The Trade Desk; Tunnl's direct TTD integration uses this |
| MAID | Mobile Advertising ID; one of several identifiers used in audience activation |
| RampID | LiveRamp's identifier; used for most programmatic platform activation |
| CSR Agreement | Consumer Social Reseller agreement; required for social platform audience activation |
| ACR | Automatic Content Recognition; used in Tunnl's TV media dataset for national reach and precise fingerprinting |
| STB | Set-Top Box; TV data source capturing local stations and regional networks that ACR misses |
| OCEAN | Big Five personality framework (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism); one of Tunnl's behavioral insight dimensions |

---

## DATA METHODOLOGY

**Data foundation covers:** Every U.S. adult

**Four core data layers:** Addressable (consumer, voter, census), Proprietary (ongoing surveys + AI modeling), Influence (LinkedIn, leadership, professional behavior), Media (ACR + STB + CTV covering 30M+ TVs)

**Key data partners:**
- DataTrust (voter file, vote history, party registration)
- Acxiom (consumer data: purchase behavior, demographics, lifestyle)
- People Data Labs (professional insights: work history, education, inferred revenue)
- Leadership Connect (national, state, and local government officials)

**Modeling:**
- 23,000+ attributes modeled across the U.S. adult population
- Proprietary modeling engine "Tommy" generates predictive scores for sentiment, policy, consumer, and influence insights
- Modeling scales survey learnings beyond the sample to the full population — insights project to real, addressable individuals
- Models are continuously updated and validated against real-world behavior

**Privacy:**
- No PII exposed in the platform
- All activations use hashed identifiers
- SOC 2 accredited
- Privacy Choices page available at privacy.tunnldata.com
- Tunnl is registered as a data broker in Texas (and California)

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## CONTACT & DEMO

**Demo:** https://www.tunnldata.com/get-a-demo
**Contact:** https://www.tunnldata.com/contact-us
**Email:** info@tunnldata.com
**Platform Login:** https://app.tunnldata.com
**LinkedIn:** https://www.linkedin.com/company/tunnldata/
**Address:** 3100 Clarendon Blvd, Arlington, VA 22201
**Phone:** (202) 990-3690
**Privacy:** https://privacy.tunnldata.com
**Cookie Policy:** https://www.tunnldata.com/cookie-policy

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## SITE MAP (Primary Pages — Blog Excluded)

| Page | URL |
|------|-----|
| Home | https://www.tunnldata.com |
| Platform Overview | https://www.tunnldata.com/platform/overview |
| Research (Research Studio) | https://www.tunnldata.com/product/research |
| Audiences | https://www.tunnldata.com/product/audiences |
| Insights | https://www.tunnldata.com/product/insights |
| Activation | https://www.tunnldata.com/product/activation |
| Measurement | https://www.tunnldata.com/product/measurement |
| Our Data | https://www.tunnldata.com/product/data |
| TV Ratings | https://www.tunnldata.com/product/tv-ratings |
| Stakeholder Targeting (Halo) | https://www.tunnldata.com/product/halo |
| Solutions: Brand & Reputation | https://www.tunnldata.com/solutions/brand-reputation |
| Solutions: Agency Partners | https://www.tunnldata.com/solutions/agency-partners |
| Solutions: Public Affairs & Advocacy | https://www.tunnldata.com/solutions/public-affairs-advocacy |
| Resources / Blog | https://www.tunnldata.com/resources |
| Our Story | https://www.tunnldata.com/our-story |
| Our Team | https://www.tunnldata.com/our-team |
| About Us | https://www.tunnldata.com/about-us |
| Careers | https://www.tunnldata.com/careers |
| Get a Demo | https://www.tunnldata.com/get-a-demo |
| Contact | https://www.tunnldata.com/contact-us |
| Platform Releases | https://www.tunnldata.com/platform-releases |
| Privacy Policy | https://www.tunnldata.com/privacy-policy |
| Cookie Policy | https://www.tunnldata.com/cookie-policy |