Neustar to Acquire MarketShare
The $450 million acquisition of MarketShare strengthens Neustar's marketing analytics capabilities.
Posted Nov 6, 2015
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Neustar, a provider of real-time information services, will acquire MarketShare Partners, a marketing analytics technology provider, for $450 million.

"This transaction advances our growth strategy in the rapidly evolving $19 billion marketing data and analytics market and strengthens our position as a leading information services company," said Lisa Hook, president and CEO of Neustar, in a statement. "Combining Neustar's leadership in authoritative identity, audience targeting and segmentation, and real-time media measurement with MarketShare's market-leading technology and predictive analytics will enable CMOs to look across their entire businesses, from planning to execution, online and offline, to get a comprehensive and accurate reading of what is driving their sales. This will enable them to make more precise allocation decisions to achieve better returns on their investments."

"MarketShare's mission is to empower marketers to make data-driven, intelligent decisions on how to allocate their marketing resources across customers, products, markets, and media," said Wes Nichols, co-founder and co-CEO of MarketShare, in a statement.

"Neustar is the recognized leader in authoritative identity-based solutions," added Jon Vein, co-founder and co-CEO of MarketShare, in a statement. "By joining forces, we will deliver a more powerful marketing hub that will provide CMOs with clear answers to essential questions, such as what marketing activities are increasing and driving sales and what's the correct marketing investment by customer segment and market. This will enable them to make decisions to drive more profitable sales."

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