Neustar'south MarketShare Teams With Simulmedia For Ad Analysis (VIDEO)

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Source:   —  April 13, 2016, at 1:04 AM

Presently the combined company is spreading its wings. "I've never seen such excellent identity-level data," MarketShare co-founder and CEO Wes Nichols, presently Neustar's chief strategy officer, tells Beet.

Neustar'south MarketShare Teams With Simulmedia For Ad Analysis (VIDEO)

When marketing data and analytics company Neustar acquired the marketing technology company MarketShare Partners for $450mn latest year, it was to sustain its skill to plan, optimize and allocate marketing spending in a changing, multi-channel world.

Presently the combined company is spreading its wings.

"I've never seen such excellent identity-level data," MarketShare co-founder and CEO Wes Nichols, presently Neustar's chief strategy officer, tells Beet. TV in this video interview, describing Neustar.

"They know who'south behind what email, residence address, phone number, mobile device... things love that. The opportunity to move from cookie-based attribution and targeting to person-based or identity-based attribution is something that got me very excited."

As AdWeek keep it at the time of the deal in November: "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."

Nichols admits it hasn't been easy: "It'south been tough to construct and very sophisticated. I didn't used to have all this gray hair!"

But presently he's partnered to proposal more to customers of Simulmedia, the ad-tech vendor that seeks to guarantee outcomes for marketers.

"We're marrying planning and attribution capability with their skill to target advertising on television at individuals. It'south a no-brainer," he adds. "We're going to assistance them realize the total cross-channel effects.... more of a 360-degree view."

We interviewed him in NY at the Simulmedia PeopleFront conference where he was a speaker. Please discover more video interviews from the PeopleFront event right here.

You can discover this post on Beet. TV.

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