The partnership with Neustar adds to Dish’s consumer profiles, giving marketers more granular options in targeting Dish’s nearly 8 million U.S. addressable TV homes.
The companies say it allows brands to reduce “wasted media spending” and to measure the overall effectiveness of marketing activities.
With Neustar and Dish, advertisers can build addressable TV audiences based on their own customer relationship management data (CRM), a partner’s or third-party data.
Adam Gaynor, vice president of Dish Media Sales, said adding Neustar to its data partners simplifies buying and reporting process for brands.
Steven Wolfe Pereira, chief marketing and communications officer of Neustar, stated that with the rise of media and the multi-screen behavior of consumers marketers have the opportunity to transform how they use their customer data.
Neustar, which claims some 12,000 clients worldwide, key data platform AdAdvisor Audiences, part of PlatformOne, provides marketers with offline data sources for cross-platform targeting.