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. ■
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.