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Experian Partners with Neustar
Experian and Neustar partner to offer omnichannel onboarding with omnichannel activation.
Posted Jul 5, 2016
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Experian Marketing Services, a provider of data-driven marketing, and Neustar, a provider of real-time information services, have unveiled a new partnership that gives marketers advanced data onboarding solutions that can be used to enhance addressable coverage and expanded activation options across direct match partners in addressable media channels, including mobile, display, email, and TV.

Using Neustar's Omnichannel Onboarding, a data onboarding solution, advertisers and marketers can move beyond onboarding of CRM audiences to also onboard audience segments derived from transactions, such as point-of-sale data, credit card purchases, and more. Neustar's Omnichannel Onboarding is verified with its authoritative identity platform, which is responsible for collecting, corroborating, and validating consumer and business identities for marketing purposes.

Neustar's Omnichannel Onboarding now will benefit from integrating with Experian Marketing Services' new digital data cooperative, as well as Experian's data quality, matching logic, and partnerships across the world's largest media companies.

"Marketers know that they need to be data-driven. They also know that it's time to move beyond simple CRM customer file matching. They want to use more meaningful data, like customer transactions. They want to use all the tools in their toolbox, especially omnichannel tools," said Ted Prince, senior vice president of corporate development at Neustar, in a statement. "Together with Experian Marketing Services, we are offering an end-to-end omnichannel solution from onboarding to activation that will give advertisers the best ability to utilize their data to deliver the best connected customer experiences to real audiences across multiple channels and devices. We're excited to see what clients can do with the power of our partnership."

"Marketers will be able to have the best-in-class solution, powered by a combination of Neustar and Experian, to target and deliver audience data wherever they need to without any data loss, extra cost, and wasted time that comes from a disjointed, multi-partner approach," said Kevin Dean, president and general manager of targeting at Experian Marketing Services, in a statement. "There are numerous consumer and business benefits to the responsible collection and usage of data in a privacy-compliant manner, and advertisers now will have an onboarding alternative that can increase audience scale and reach."

The partnership between Experian and Neustar will help marketers address the following three data needs:

  • Omnichannel data assets, accuracy and match rate: Data onboarding engagements are powered by Neustar's Omnichannel Onboarding and matched with its authoritative identity platform and Experian's ConsumerView database.
  • Omnichannel scale: Both companies will use the many strategic partnerships they have with direct publishers, monetization platforms, and email partners. They will also use Experian's digital data exchange cooperative, which will allow clients to maximize customer reach across digital touch-points while ensuring privacy and transparency. The new service will be a two-pronged approach to building addressable cookie and mobile identity pools by pursuing both paid relationships and proprietary co-op data.
  • Omnichannel activation: The partnership will give marketers the holistic solution to seamlessly activate their best first-, second-, or third-party data across multiple channels and devices.

Additionally, the partnership enables marketers to leverage joint capabilities from marketing platforms from either Experian or Neustar .

The Experian Marketing Suite is a cloud-based marketing platform that brings together Experian's customer recognition and linkage technology, consumer database, analytics and interactions-management technology.

Neustar PlatformOne is an integrated marketing platform that enables advertisers to deliver precision marketing across various marketing activities. Powered by Neustar's authoritative identity, PlatformOne provides a single view of customers and prospects.


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