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»neustar

During A Crisis, Marketers Must Reevaluate Customer Propensity

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marc Vermut, vice president of marketing solutions at Neustar. In the last few weeks, some marketers have asked me how they should alter their plans to deal with the new COVID-19... Continue reading »
by AdExchanger // April 14th, 2020 //
»
Catching Up With Neustar, 2 Years After It Was Taken Private

Two years ago, Neustar was taken private when Golden Gate Capital acquired it for $2.9 billion. Since then, the company has focused its marketing industry offering around three areas: marketing analytics, first-party data services and identity resolution. Many of these capabilities were brought into Neustar through acquisitions of companies like MarketShare, TRUSTID, Aggregate Knowledge and... Continue reading »
by Zach Rodgers // August 27th, 2019 //
»
The Companies Challenging LiveRamp’s Supremacy In Data Onboarding

LiveRamp pioneered data onboarding, the technology to match anonymized online user cookies and mobile IDs to real-world consumers and offline data. But now, LiveRamp must contend with rivals following the trail it blazed. LiveRamp executed a neat financial pirouette last year, when it re-listed on the stock exchange with a market cap of more than... Continue reading »
by James Hercher // July 9th, 2019 //
»
Data Drought? Prepare For A Deluge

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Julie Fleischer, vice president of marketing solutions at Neustar. We’ve all heard the stats. There are 2.5 quintillion bytes of data created each day. Ninety percent of the world’s data... Continue reading »
by AdExchanger // September 24th, 2018 //
»
Oracle DMP Still Has Strong Consideration Among Marketers – But Will It Last?

Salesforce’s data management platform (DMP) continues the strong ascent it began last quarter, according to Advertiser Perceptions’ Q4 Programmatic Intelligence report, and has moved closer to catching Oracle. Oracle DMP, despite leading in marketer use and intent, lags behind in the selection factors relevant to marketers. Advertiser Perceptions Chief Strategy Officer Kevin Mannion noted that Oracle inherited... Continue reading »
by Ryan Joe // April 2nd, 2018 //
»
New Life For Neustar? CEO Lisa Hook Eyes Expansion, Brand Repositioning

Since getting acquired for $2.9 billion by private equity firm Golden Gate Capital last December, marketing services firm Neustar had been mum on its plans as a newly private company. After the acquisition closed last month, CEO Lisa Hook said Neustar has been busy repositioning its brand and identifying a new go-to-market sales strategy. “We... Continue reading »
by Kelly Liyakasa // September 26th, 2017 //
»
P&G Parts With AudienceScience, Tees Up Neustar And DSP Posse

Seven years after first embracing programmatic buying at scale through its secretive Project Hawkeye initiative, Procter & Gamble is saying goodbye to long-time ad tech partner AudienceScience. In its place the company will install Neustar as its data management platform alongside an assortment of demand-side platforms, including The Trade Desk. Ad Age first reported the... Continue reading »
by Zach Rodgers // May 4th, 2017 //
»
What Google’s Removal Of Third-Party Pixels On YouTube Means For Marketers

As the United States ushered in its 45th president on Friday, Google quietly ushered in a number of updates to its ad platforms. But it was Google's reduction of third-party cookies and pixels on YouTube, as well as the release of a cloud-based YouTube measurement system called Google Ads Data Hub, that had industry insiders... Continue reading »
by Kelly Liyakasa // January 25th, 2017 //
»
Why Do Public Companies Jump To Private Equity Firms?

Tolman Geffs of global investment bank Jordan, Edmiston Group, along with Bill Wise, the CEO of Mediaocean, will speak about the "private equity path" at Industry Preview on Jan. 19 in New York City. What really happens during – and after – a private equity (PE) investment? While the experiences of different companies vary, one thing... Continue reading »
by Kelly Liyakasa // December 21st, 2016 //
»
Neustar To Be Taken Private In $2.9 Billion Bid By PE Firm Golden Gate Capital

Neustar has been acquired by a group of investors led by private equity firm Golden Gate Capital for $33.50 per share in a deal valued at $2.9 billion, including debt, the company revealed Wednesday. [Here's the release.] This transaction encompasses all assets of Neustar, which had been edging toward a split into two publicly traded companies:... Continue reading »
by Kelly Liyakasa // December 14th, 2016 //
»
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