Ad tech company Neustar is set to acquire marketing analytics technology firm MarketShare for $450m.
According to Neustar, the acquisition of MarketShare expands its leadership in marketing services “by creating a comprehensive data-driven solution enabling CMOs to plan, optimize, and allocate their online and offline marketing budgets.”
Lisa Hook, president and CEO of Neustar, said: “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 business – 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 works with brands including MasterCard, Turner Broadcasting System, and Twitter.