Marketing data and analytics firm Neustar has acquired MarketShare Partners, a marketing analytics company. The deal is valued at $450 million, according to the people familiar with the matter. MarketShare already work with over 2,500 marketers, its data are used to identify the advertising channels that yield the best returns. This deal promises to give Neustar more planning insights to offer advertisers a more holistic view of how to buy ads online. 

Wes Nichols, CEO and co-founder, MarketShare, said in a statement: “The opportunities started clicking”, “The data fuel married with decision engine- [we could start to see that] this could be powerful.”  

Lisa Rosner, CMO Neustar, said in a statement: “We can offer a rock-solid plan that [the CMO] can take to the CFO”, “The combined solution helps customers sell more while taking costs out of the business.’

Founded in 2005, MarketShare Partners is a leading advanced marketing analytics company that helps businesses grow efficiently by discovering which actions really drive results. The company’s DecisionCloud platform provides a combination of technology, data, modelling, and business intelligence solutions that improve decision-making. MarketShare has worked with more than half of the Fortune 100 companies, which include top brands Ford, Intel and CarMax, helping them analyze, forecast and examine their ad spending to uncover which media channels create the best returns. MarketShare is based in Los Angeles, California with offices in New York, San Francisco, London, Tokyo, Bangalore and other cities worldwide.

Founded in 1996 and based in Sterling, Virginia, Neustar is a pioneer and industry leader of real-time, cloud-based information services and analytics.  The company provides real-time information and analytics for the internet, telecommunications, entertainment, and marketing industries. 

The deal builds on a data-driven partnership the two companies forged last summer, which combined Neustar’s ad intelligence with MarketShare’s planning systems. After thorough review, Neustar decided to bring MarketShare in-house to bolster its analytics capabilities in the highly competitive ad tech market. 

Image credit: AdWeek