Experian Marketing Services (LSE: EXPN) and Neustar, Inc. (NYSE: NSR) have unveiled a new partnership that gives marketers advanced data onboarding solutions that can be used to enhance addressable coverage and expanded activation options across direct match partners in addressable media channels, including mobile, display, email and TV, the companies said.
Using Neustar´s omnichannel onboarding, a data onboarding solution, advertisers and marketers have the ability to move beyond simple onboarding of customer relationship management (CRM) audiences to also onboard audience segments derived from transactions, such as point-of-sale data, credit card purchases and more.
The partnership between Experian and Neustar will help marketers address quality, scale and omnichannel activation.
Both companies will utilize the partnerships they have with direct publishers, monetization platforms and email partners. They will also utilize Experian´s digital data exchange cooperative, which will allow clients to maximize customer reach across digital touch-points while ensuring the highest level of privacy and transparency. The new service will be a two-pronged approach to building their addressable cookie and mobile identity pool by pursuing both paid relationships and proprietary co-op data.
Neustar isolates certain elements and analyzes, simplifies and edits them to make decisions that drive results. The company helps marketers send timely and relevant messages to the right people, telling a client who is calling or connecting with them.