“It’s not linked at all to a person,” Hook continued. Neustar’s data sources, instead, come from other areas: registry services, order management services, caller ID services, various directory services and partnerships it’s created around mobile device IDs.
Neustar's confidence in marketing services seems undiminished, and the unit's revenue increased 17% YoY to $40.9 million (the company’s total revenue jumped 8% YoY to $256.8 million). Consider that during this time two years ago, marketing services raked in just $29.5 million in revenue.
Of course, during that time frame, the company acquired the data management platform Aggregate Knowledge, struck a deal with Omnicom’s Annalect division (Annalect white-labels Neustar’s ad tech stack) and consolidated its marketing tech offerings into a suite.
Neustar’s current messaging, different from other ad tech players, is around selling both marketing services and marketing security – reaching out to both CMOs and CIOs. “We’re explaining to [the latter] that their job is changing,” said Hook. Whereas CIOs used to care primarily about enterprise IT and firewalls, now they have to care about keeping company sites well-lit and running, and the ecommerce store open and operating.