On November 11, 2015, Neustar announced that it would acquire MarketShare Partners for $450 million in cash. The transaction is expected to result in approximately $60 million in tax benefits and $10-$15 million of cost synergies.
Through the acquisition of MarketShare, Neustar will gain access to the company’s expertise in marketing planning and cross-channel attribution. Neustar has evolved in recent years from an information and security business to a broader information services and software business, with a strong focus on marketing technologies. MarketShare, with its CMO-level offerings, broadens Neustar’s MarTech solutions and elevates its importance to CMOs. MarketShare has top-tier clients, including Ford, Best Buy, Hilton, The Home Depot, Neiman Marcus, Intel, SAP, MasterCard, The Pottery Barn and SAB Miller, enabling cross-sell between Neustar and MarketShare customers. Enables MarketShare to join forces with a company who has long been an expert in first-party data, a vital asset in digital marketing today.