Neustar, a provider of real-time information services, has enhanced its PlatformOne identity data management platform (IDMP) with the release of its Data Directory.
The Neustar Data Directory will help marketers create and optimize custom audiences; activate them consistently across programmatic, omnichannel marketing campaigns; and provide deeper insights into how marketing fuels return on investment. With the launch of the Data Catalog, marketers will now have access to Neustar's existing audience activation solutions, as well as third-party data sources to build precision-based data programs.
The Neustar Data Directory allows marketers to build custom audiences from a blend of data sources, which are corroborated and validated with the Neustar OneID system for digital ad targeting. Marketers can build these custom audiences once, syndicate them across all media buying channels, and measure campaign performance from one baseline.
"Today's data-driven marketers need a customer graph that goes beyond contact information, social media profiles, and advertisement exposures. With Neustar's identity data management platform (IDMP), powered by OneID, marketers can definitively know who their customers are, both offline and online, and activate their audiences across all channels," said Michael Schoen, vice president of marketing services at Neustar, in a statement. "With the launch of our new data directory, we are helping brands with more accurate targeting, limiting their media dollar waste, and delivering the best connected customer experiences across channels and devices."
Key benefits of the Neustar Data Directory include the following:
- Access to Neustar's Data Providers: The Neustar Data Directory offers an extensive library of segment attributes from its own audiences, in addition to data sources from third-party data providers in the digital advertising ecosystem, such as Alliant, Are You A Human, Cardlytics, comScore, CoreLogic, Cuebiq, Dataline, DataXpand, Dunn & Bradstreet, Gravy Analytics, Infogroup, IRI, OwnerIQ, Plunge Digital, PushSpring, Qualia, StatSocial, Stirista, TruOptik, TruSignal, V12, Versium, VisualDNA, and Webbula.
- Ability to Create Unique, Custom Audiences, using their own onboarded data with a marketplace of second- and third-party data options. Neustar's Data Directory includes data attributes and sources that represent mobile, location, intent, B2B, past purchases, interest/lifestyle, advertising fraud, qualified demographics, offline attributes like in-store purchases and in-store dwell time, and online attributes like social engagement, across a vast span of industries, including retail, politics, real estate, financial services, healthcare, and automotive.
- Precision Data-Driven Marketing Insights: The Neustar OneID system powers all of Neustar's marketing solutions. Neustar's proprietary technology uses multiple identifiers and correlates and corroborates an explicitly affirmed connection.
- Modern Approach for a Connected Customer Experience with PlatformOne: By accessing Neustar’s network of integrated ad platform partners, marketers can create and syndicate their unique custom audiences across their preferred media-buying platforms directly within PlatformOne.