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.
Through the acquisition, Criteo will be able to expand its performance marketing business beyond retailers, to the brands that retailers sell, as well as increase its retail partner base. In addition to new clients, Criteo and HookLogic will also benefit from their collective data and predictive technologies, adding more value to existing clients.
HookLogic, the pioneer of performance marketing for brands, partners with the world’s leading retailers and online travel agencies to accelerate sales for product brands and hotels. Advertisers use the platform to reach in-market shoppers, drive traffic to products, and attribute resulting sales. Network partners and advertisers include Walmart, Tesco, Target, Asda, Best Buy, Macy’s, Expedia, Hasbro, Intel, LG, L’Oreal, Mondelez, Philips, Microsoft and Marriott. HookLogic is headquartered in New York, with offices in Ann Arbor, Mich.; Santa Monica, Calif.; London, Paris, São Paulo, Toronto and the Netherlands.
Criteo (NASDAQ: CRTO) delivers personalized performance marketing at an extensive scale. Measuring return on post-click sales, Criteo makes ROI transparent and easy to measure. Criteo has over 2,000 employees in 31 offices across the Americas, EMEA and Asia-Pacific, serving 12,000 advertisers worldwide and with direct relationships with 17,000 publishers.