On November 05, 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.
MarketShare helps marketers grow revenue. Combining advanced analytics technology, scientific leadership and deep domain expertise, MarketShare enables large companies to measure, predict and dramatically improve Marketing’s impact on revenue—typically generating a 20%-30% improvement in marketing effectiveness and 3%-4% revenue increase, yielding a 3x-50x first-year ROI. Widely considered the market leader, MarketShare helps direct tens of billions of marketing investment dollars globally.
Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time.