Home Data Neustar Acquires DMP Aggregate Knowledge For $119M

Neustar Acquires DMP Aggregate Knowledge For $119M

SHARE:

neustar-acquisitionIn its first digital marketing acquisition since buying TargusInfo in 2011, Neustar has acquired data management platform Aggregate Knowledge for $119 million cash. (press release) AK’s total funding to date is $63.7 million.

As a communications infrastructure provider in the US and Canadian telco space, Neustar has access to a large dataset of telephone numbers and location data through relationships with major ISPs and wireless carriers. It also offers a marketing “dashboard” with capabilities spanning digital and offline channels, including geo-targeted online advertising, website localization, SMS/short codes, and call center optimization.

Aggregate Knowledge will enhance Neustar’s ability to help clients allocate media dollars, and expand cross-sell opportunities with marketers and agencies. Eighty-five percent of Aggregate Knowledge’s client base overlaps with Neustar customers, specifically in the communications services, media/advertising, and retail verticals.

“We bring a lot of point solutions that can inform [the marketer],” said Ted Prince, SVP of Information Services at Neustar. “What we didn’t have was a complete dashboard to measure and optimize the media. The goal with the dashboard is to have it not just informing display but also email, direct mail, whatever.”

Prince called the acquisition complementary to its 2011 purchase of TargusInfo. TargusInfo’s Caller ID technology supports a lead verification and scoring business for Neustar.

Neustar was founded as a unit of Lockheed Martin after the company won a government contract to enable number portability between mobile service providers. It was later spun off and leveraged those carrier relationships for additional revenue streams, including internet security and marketing services.

It has since added other verticals, but telcos and ISPs remain its core business, providing 61% of the $227.6 million in revenue it brought in in Q3 2013.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.