Neustar Takes Aim At Enterprise Marketing Solutions With ‘PlatformOne’

Pascal-BensoussanNeustar rolled out on Monday the beta version of PlatformOne, a product that combines Neustar’s offline assets with the online marketing capabilities of Aggregate Knowledge, which Neustar acquired last October.

PlatformOne debuts in a fiercely competitive landscape as vendors compete to offer end-to-end solutions, designed to help marketers maximize consumer data. Pascal Bensoussan, VP of marketing solutions at Neustar, said the company now competes against big-name marketing cloud vendors.

“We’ve rolled our customer intelligence, media intelligence and audience activation lines of business into one platform,” Bensoussan said. “This means we can compete with Salesforce, Oracle, IBM, Adobe and SAP’s cloud-based marketing platforms, plus we already have all this data about consumers in America.”

PlatformOne merges this consumer data with Aggregate Knowledge’s technology. Through its relationships with wireless carriers and Internet service providers, Neustar has access to a large data set of telephone numbers and geolocation data. Aggregate Knowledge’s data-management platform (DMP) provides marketers with media intelligence in the online space.

The combined product is designed to allow marketers to find audience segments based on first-party CRM data as well as Neustar’s consumer data and analyze how a marketing campaign performed against those segments.

To “activate” or apply the audience data to demand-side platforms, PlatformOne matches the cookie IDs of audience segments with the cookie IDs of the DSPs’ inventory. It uses IP addresses and lat/long data to match audience segments on mobile DSPs.

Neustar is experimenting with adding statistical ID and device ID matching capabilities to the platform as well, Bensoussan said. PlatformOne is being tested by a handful of customers and the company plans to make it generally available by Q2 of this year.

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