Neustar Buys MarketShare Partners

Real-time information services provider Neustar, Inc. has agreed to acquire analytics technology provider MarketShare Partners, LLC for $450m - although the resulting tax benefits mean it will effectively pay $390m.

Neustar says its expects to fund the acquisition with a combination of cash on hand and $350m in committed financing. MarketShare is expected to provide positive EBITDA contribution in 2016, and the transaction - which should close this quarter subject to approvals - to generate $10-15m in cost synergies over the next 18 months.

MarketShare Partners combines advanced analytics technology and in-depth expertise to help corporate marketers measure, predict and improve their impact on revenue. Its new owner, whose own focus is also on data for business decision-making, combines this with IT security services. Neustar has made major acquisitions in the insight sector before, including media intelligence specialist Aggregate Knowledge two years ago, for a reported $119m, and information and analytics company Targus Information Corp. (TARGUSinfo) two years earlier for around $650m in cash; and 6 weeks ago it announced a partnership with Kantar Shopcom, aimed at measuring the combined impact of off-line and online marketing initiatives.

According to Neustar, the acquisition will create a single solution whereby CMOs can allocate precisely their resources across all sales channels - stores, online, call centers, and sales teams - as well as media platforms from print and out-of-home to television and digital. President and CEO Lisa Hook (pictured) comments: 'This transaction advances our growth strategy in the rapidly evolving $19 billion marketing data and analytics market and strengthens our position as a leading information services company. [The combination] will enable CMOs to look across their entire business - from planning to execution, online and offline - to get a comprehensive and accurate reading of what is driving their sales'.

Web sites are at www.neustar.biz and www.marketshare.com .