Neustar to Acquire MarketShare

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."

---

Related Articles

Private Equity Firm Acquires Neustar

The deal, valued at $2.9 billion, will position the data services provider for growth.

Neustar Adds Data Directory to PlatformOne

Data Directory helps companies create more connected customer experiences through partnerships with more data providers.

Neustar Partners with Tomorrow Networks

Partnership enables healthcare and lifestyle marketers to deliver campaigns at scale using advanced data and geo-targeting.

Infogroup Partners with Neustar to Extend Its Digital Reach

The alliance enables Infogroup to provide offline data for multichannel marketing campaigns.

Neustar Releases its Next Generation of PlatformOne

The redesigned integrated marketing platform will manage and connect consumer experiences across channels and devices.

Neustar and comScore Partner

Partnership seeks to improve brands' digital ad delivery through customized integration of in-target and viewability measurement.