Advertising technology company Neustar announced today that it is acquiring marketing analytics company MarketShare Partners for $450 million.
MarketShare helps its clients—including Ford, Intel and CarMax—forecast and examine their ad spending to suss out which media channels create the most sales. The acquisition appears to bolster Sterling, Va.-based Neustar's already formidable data-management capabilities, which have helped the company accrue some 2,500 marketing clients that use its technology to buy digital ads through automation. The MarketShare purchase promises to give Neustar more planning insights to offer brands a more holistic view of how to advertise online.
Speaking with Adweek, execs for both companies touted what the partnership will mean for their numerous Fortune 500 retail clients going into the holiday shopping season. In a nutshell, they can offer brand marketers the ability to maximize return on investment with a combination of predictive analytics, competitor data and other marketplace intelligence.
"We can offer a rock-solid plan that [the CMO] can take to the CFO," said Neustar CMO Lisa Joy Rosner. "The combined solution helps customers sell more while taking costs out of the business."
The acquisition builds on a data-driven partnership the two players forged this summer to combine Neustar's granular ad intelligence with MarketShare's planning systems. After further review, Neustar decided to bring MarketShare in-house to bolster its capabilities in the competitive ad-tech space.
"The opportunities started clicking," explained Wes Nichols, CEO and co-founder of MarketShare. "The data fuel married with the decision engine—[we could start to see that] this could be powerful."