Dive Brief:
- Last week, data and analytics firm Neustar bought MarketShare for $450 million in a cash deal.
- The combined firms are expected to boost predictive analytics with more data.
- The plan is to add Neustar’s data with MarketShare's planning tech.
Dive Insight:
Marketing technology is a sector ripe for consolidation activity and the latest deal matches Neustar’s database with MarketShare's analytics capabilities.
Neustar CMO Lisa Joy Rosner told Adweek, "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."
MarketShare's list of clients include Ford, Intel and CarMax, whom it helps plan and examine ad spending. With the deal, the companies hope to help marketers not just forecast, but adjust spending in real-time.
Wes Nichols, CEO and co-founder of MarketShare, said, "The opportunities started clicking. The data fuel married with the decision engine—[we could start to see that] this could be powerful."