Neustar and Adverity in Marketing Data Connection Deal

Real-time information and analysis firm Neustar has partnered with marketing analytics platform Adverity, to help marketers simplify the data ingestion, management and optimization process.

Transunion-owned Neustar offers solutions to connect data on people, devices and locations, continuously corroborated through billions of transactions, while Adverity has developed a platform which aims to deliver a single view of marketing performance across a business, automating data integration from hundreds of sources. Through the partnership, the firms say that marketers will be able to connect all their data to 'better measure' marketing performance across disparate online and offline channels - including walled garden and television ecosystems.

Neustar will use Adverity's Connect automated data integrations and data management capabilities for advanced marketing analytics modeling, powered by its own Neustar Optimizer marketing optimization and consumer insights platform, through which markets can improve their marketing and brand performance. Mike Finnerty, SVP Global Services at Neustar, says that by partnering with Adverity, clients can organize and structure their marketing data and then use that data for advanced marketing analytics.

Alexander Igelsböck, CEO and co-founder of Adverity, adds: 'To have such a powerful, shared goal in making data more accessible and usable is really exciting for us. This partnership with Neustar will allow us to continue bringing new and cutting-edge data and analytical capabilities to the marketing industry as we see more and more data growth in the space.'

Web sites: www.home.neustar and www.adverity.com .