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.
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