Wes Nichols, co-founder of analytics technology provider MarketShare Partners, has joined the Board of its parent group, consumer data provider Neustar.

Neustar combines data science, programmatic ad buying and proprietary first party data assets to offer cross-platform targeting. Its OneID system provides identity intelligence gained through billions of daily transactions across digital traffic, global communications and customer interactions. In 2015, Neustar acquired MarketShare for $450m, and was then itself acquired by private investment group Golden Gate Capital the following year.

Nichols (pictured) joins as an independent, non-executive director to the company's Board of Directors with a background of helping companies grow through innovative use of technology, data, analytics and artificial intelligence. In 2005, he co-founded MarketShare, and then served as SVP of Strategy after the sale to Neustar. Earlier, he founded data-driven analytics and CRM company Direct Partners, which was acquired by Omnicom where he later became CEO of the digital business at TBWA. He is currently a Board Director and Chair of the Compensation Committee of TrueCar, Strategic Advisor to the leadership of SNAP, and Board Director of AI semantics software Persado and messaging technology company Urban Airship.

Charlie Gottdiener, Neustar President & CEO, comments: 'The acquisition of MarketShare was the bridge between Neustar's ability to access and repurpose data and our ability to then use that data for marketing resource allocation, planning and attribution. It was the precursor to the solutions we sell today that drive data-driven marketing. Wes understands this world, he understands our proprietary OneID platform, and he understands what enterprises need to be competitive'.

Web site: www.home.neustar.com .

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