Real-time information provider Neustar on Wednesday announced enhancements to its identity data management platform (IDMP) with the release of a new data directory.
Neustar’s Data
Directory aims to help marketers create and optimize custom audiences, and activate them across programmatic, omnichannel marketing campaigns. It also seeks to offer deeper insight into how marketing
contributes to return on investment.
The Data Directory will give marketers access to Neustar’s existing audience activation solutions, as well as third-party data sources to build
precision-based data programs.
Marketers typically rely on their own first-party data, in addition to second- and third-party data sources to gain a single view of their customers and to
deliver personalized, connected experiences.
The Neustar Data Directory aims to help marketers build custom audiences from a mix of data sources which are validated with the Neustar OneID
system for digital ad targeting. Marketers can build custom audiences once, syndicate them across all media buying channels, and measure campaign performance from a single baseline.
Among the
features of Neustar’s Data Directory:
--Access to Neustar’s data providers that include Alliant, Are You A Human, Cardlytics, comScore, CoreLogic, Dunn & Bradstreet, Gravy
Analytics, Versium, VisualDNA, and Webbula.
--Ability to create unique, custom audiences for improved personalization. Neustar’s Data Directory includes data attributes and sources that
represent mobile, location, intent, B2B, past purchases, interest/lifestyle, advertising fraud, qualified demographics, offline attributes like in-store purchases and in-store dwell time, and online
attributes like social engagement, across industries.
--Data-driven insights that seek to help marketers make more informed ad spending decisions—traditional or
programmatic.
--Connected customer experience via Neustar’s network of integrated ad platform partners. Marketers can create and syndicate their custom audiences across preferred
media-buying platforms directly within Neustar’s platform. The goal is to increase customer reach and decrease data loss. The platform enables marketers to activate custom audiences across
display, mobile, social, and addressable TV.