Neustar and DISH in Addressable Ad Targeting Deal

US-based consumer data provider Neustar has expanded into the addressable TV ad targeting and measurement market through a partnership with DISH Media Sales.

Addressable TV ad technologies incorporate demographic and psychographic attributes, to enable advertisers to segment TV audiences and serve them relevant ads. Through the partnership, Neustar will expand its omnichannel marketing analytics to offer marketers the ability to deliver audience-based targeting on TV, and measure how addressable advertising performs across platforms. In addition, the alliance will enhance DISH's consumer profiles, enabling marketers to use Neustar's consumer data to target DISH's nearly eight million US TV households.

As a result, the firms say their advertisers will be able to build addressable TV audiences based on their own customer relationship management data, a partner's data, or third-party data, delivering relevant messages to targeted households. Additionally, using Neustar's identity methodology, marketers can measure the impact of advertising exposure by tying it to a lift in sales, web site engagement, or lead generation.

Steven Wolfe Pereira (pictured), Neustar's Chief Marketing and Communications Officer, comments: 'With the proliferation of media and the multi-screen behavior of consumers accelerating rapidly, marketers have the opportunity to transform how they use their valuable customer data. We are excited to partner with DISH, to let media buyers and sellers demonstrate the efficacy of TV media by hyper-targeting advertisements, and measuring results at a granular, addressable level'.

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