Neustar, an ad tech company that
provides real-time data and analytics to marketers, on Tuesday announced a partnership with MarketShare, a marketing analytics firm. The two companies are teaming up to share data with one
another.
MarketShare specializes in giving marketers a bird’s-eye view of campaigns and ad spend, including media mix modeling and how spend is divvied up between channels and
screens.
Neustar, which owns data management platform (DMP) Aggregate Knowledge, aids marketers on a more granular level. The company focuses on digital advertising and measures individual
campaigns.
In short, MarketShare helps marketers study the whole car, while Neustar takes a look under the hood.
“This partnership is so exciting for us is because MarketShare
really comes at it from a top-of-the-funnel, high-level strategy,” said Yosha Ulrich-Sturmat, VP of product marketing at Neustar. “Our tradition is rooted in more granular measurement and
campaign effectiveness.”
“Advertisers often struggle when they place their media mix bets because they have very little insight into how these media investments will actually
effect the bottom line,” Michael Schoen, VP of marketing services at Neustar, said in a prepared statement.
The partnership will see Neustar’s digital-focused campaign measurement
data integrated into MarketShare’s platform. The idea is to allow MarketShare clients to “be able to measure the effectiveness of campaigns, and be able to understand how campaigns impact
and play off each other,” Ulrich-Sturmat said to Real-Time Daily. It will add to MarketShare's existing cross-channel attribution offering.
On the other end of the equation, Ulrich-Sturmat asserts Neustar
will now be able to help clients that “come to [Neustar] and ask for more high-level media mix modeling capabilities.”
However, MarketShare’s data will not be
integrated directly into Neustar’s platform. It's a plan for the future, but it's not one of the initial steps that will be taken.
“It’s easier for us to
integrate our data into MarketShare’s application,” explained Ulrich-Sturmat. “Obviously we would want to build in the capability of [integrating MarketShare’s] strategy app
into our overall platform, but that’s a more technical phase, and we don’t really need to go to market.”
Instead, Ulrich-Sturmat said MarketShare will work with Neustar and
its clients that are wanting to take a step back and look at their campaigns from a higher level “to figure out what their marketing mix should be between TV, radio, print and digital ad
spend.”
“We’re going to have a lot of joint customers,” remarked Ulrich-Sturmat.
Editor's Note: The article has been updated to reflect that while it is not
an initial component of the Neustar-MarketShare partnership, Neustar does plan to integrate MarketShare's media mix modeling capabilities directly into its platform in the future. A note on
MarketShare's existing cross-channel attribution offering has been added as well.