Neustar Launches a Ready-built Marketing and Analytics Clean Room Neustar, a TransUnion Company, Launches a Ready-built Marketing and Analytics Clean Room to Transform Data-driven Marketing and Measurement in a Privacy-first WorldSolution to power the next generation of privacy-preserving data collaboration, audience targeting, and marketing analytics for advertisers and publishersNeustar, Inc., a TransUnion company, announced the launch of its
Marketing and Analytics Clean Room. This first-of-its-kind solution combines
Neustar and TransUnion’s advanced identity resolution, machine learning (ML),
and privacy-enhancing technology (PET) capabilities into a single platform.
This easy-to-use solution powers data collaboration, identity resolution,
audience targeting, and measurement across first-party customer data, as well
as second- and third-party channel and media partner sources. According to recent research by Forrester Consulting1 that
evaluated the preparedness of U.S. enterprise organizations for significant
changes in customer data and B2C marketing, “Brands know that their marketing
programs are due for disruption as more restrictive privacy regulations,
browser and device protections, and walled-garden ecosystems threaten their
delivery of relevant, valuable, and ethical customer experiences.” The Neustar Marketing and Analytics Clean Room was designed to execute a
wide variety of marketing, measurement, and analytics use cases, while
providing the privacy enhancing technologies required to protect against data
deprecation and data privacy concerns. This ground-breaking solution bridges the gaps faced by other clean room
solutions by combining native identity data and ML-powered graph capabilities
with extensive integrations across the media and marketing world including
linear and connected TV providers and the walled-gardens. It enables multiple
organizations and internal teams to bring data together for joint analytics,
media activation, and marketing measurement in a secure way. This cloud-based
environment enables clients to:
The Marketing and Analytics Clean Room also eliminates the need for costly and slow data management tasks by simplifying data loading, normalization, and identity resolution. This enables data scientists to focus more on innovation, creating models for mission-critical audience targeting and measurement use cases and delivering actionable insights intended to improve marketing performance. “Our Clean Room, unlike much of what you see in-market today, powers a wide variety of advanced marketing, measurement, and data science use cases right off the shelf,” said Steve Silvers, SVP and GM of Product at Neustar. “Our teams have spent years building and refining the core privacy-enhancing technology, machine learning, and identity graph capabilities brands and publishers need to manage and activate consumer data securely across all of their ecosystem partners.” Source: Neustar media announcement |