Neustar Buys Aggregate Knowledge for $119m

In the US, business information and analysis specialist Neustar has acquired US media intelligence specialist Aggregate Knowledge (AK). According to reports in the press, the deal is valued at $119m, and will extend Neustar's campaign measurement capabilities.

San Mateo-based AK offers a patent-pending solution which combines campaign analytics with audience data mining, to help advertisers identify and target their highest value customers through a single platform. In February, the firm raised around $11.4m in new funds, less than a month after acquiring customer behavior analytics specialist Quantivo.

Neustar says that through this acquisition, its real-time, offline and online marketing solutions will be combined with AK's media intelligence platform, to enable agencies and marketers to plan, target, engage, and measure cross-channel campaigns in a single view. Once the deal is finalized, Aggregate Knowledge CEO David Jakubowski will head up Neustar's Marketing Services team.

Lisa Hook (pictured), Neustar President & CEO, comments: 'Aggregate Knowledge brings us a highly scalable data management platform that many of our existing customers already utilize in conjunction with our data analytics services, as well as a recognized ability to increase ROI on customer campaigns and an experienced management team. These assets represent a strong fit with our strategic vision and our existing capabilities, enabling us to provide a unified marketing solution that links disparate media and audience intelligence in a centralized real-time platform.'

Web sites: www.neustar.biz and www.aggregateknowledge.com .