Credit-reporting agency TransUnion said it integrated analytics firm Neustar into its TruAudience marketing business, expanding its capabilities.

TruAudience now offers consumer data, advanced identity resolution, audience building and targeting capabilities.

The unit also offers closed-loop marketing measurement and attribution.

Transunion acquired Neustar in 2021 for $3.1 billion. 

“The integrated capabilities of TransUnion and Neustar enable our clients to solve the biggest challenges they face at every step of the marketing process leveraging an industry-leading and newly enhanced identity infrastructure,” Michael Schoen, executive VP of marketing solutions at TransUnion, said. “These TruAudience capabilities transform the quality of our clients’ consumer data, improve their ability to attract and acquire customers across channels, and help them continuously measure and improve the return on their marketing investments.”

Combined with Neustar, TruAudience now offers data from 200 sources, including information from 16 billion monthly phone signals, offline consumer data covering 125 million households and data spanning 10 billion real-time digital interactions.

Additionally, TruAudience combines TransUnion’s direct media and technology partnerships across the television, streaming media (audio and video) world with Neustar’s integrations across the walled garden and digital media ecosystem.

“TruAudience enables iHeart to deliver advanced identity and analytics solutions to make our audio campaigns more addressable, effective, and measurable for our advertising partners,” iHeartMedia chief data officer Brian Kaminsky said. ■

TransUnion said it signed an agreement to acquire Neustar, a company with identity resolution capabilities used in connection with targeted marketing and fraud detection.

TransUnion said it was spending $3.1 billion for Neustar’s businesses for its security business, which will remain part of the Golden Gate Capital and CIG portfolio following the closing of the deal, which is expected in the fourth quarter.

The acquisition continues a pattern of companies in the ad tech business merging to take advantage of the growth in streaming video, particularly connected TV.

“Over the last four years, Neustar has meaningfully scaled its core portfolio of solutions, completed strategic investments in its growth platforms and technology, and enhanced its winning culture,” said Rishi Chandna, managing director at Golden Gate Capital.  “We are proud to have partnered with management and the talented Neustar team to execute this successful transformation into a leading provider of identity-driven solutions which leading brands rely on every day to connect with their prospects and customers.”

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TransUnion is looking to evolve from being a credit-rating company into one that works with digital marketers, making a number of acquisitions leading up to this deal to buy Neustar. 

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Neustar’s OneID identity-resolution platform will increase the speed and sophistication of TransUnion’s identity-based solutions, strengthening TransUnion’s offers across industry verticals in the U.S. as well as global markets.

“TransUnion and Neustar share a similar strategic vision, culture and focus on building innovative identity-based solutions which enable trusted connections between companies and people,” said Charlie Gottdiener, pesident and CEO of Neustar. “The two companies’ complementary businesses, products and relationships will offer benefits for our combined customers, employees and other stakeholders across a diverse set of markets.”