TransUnion Transforms its TruAudience Marketing Solutions Business with the Integration of Neustar to Improve Marketing Effectiveness Across Industries
March 16 2023 - 8:00AM
TransUnion (NYSE: TRU) announced today the expansion of its
TruAudience
™ marketing solutions line of business
which provides marketers, media companies, and technology providers
the capabilities they need to address their most pressing consumer
data, audience targeting, and measurement challenges.
TruAudience now marries the expansive consumer data, advanced
identity resolution, audience building, and targeting capabilities
of TransUnion and Neustar into a comprehensive and
interoperable suite of privacy-enhanced marketing solutions.
Additionally, the product suite now offers closed-loop marketing
measurement and attribution and credit-informed marketing
solutions, which weren’t previously available.
“The integrated capabilities of TransUnion and
Neustar enable our clients to solve the biggest challenges they
face at every step of the marketing process leveraging an
industry-leading and newly enhanced identity infrastructure,” said
Michael Schoen, executive vice president of marketing solutions at
TransUnion. “These TruAudience capabilities transform the quality
of our clients’ consumer data, improve their ability to attract and
acquire customers across channels, and help them continuously
measure and improve the return on their marketing investments.”
Clients have reported to TransUnion that they have seen a 40%
reduction in duplicate Customer Relationship Management (CRM)
records, and a 30% increase in conversions from higher performing
audiences.
“TruAudience enables iHeart to deliver advanced identity and
analytics solutions to make our audio campaigns more addressable,
effective, and measurable for our advertising partners,”
said Brian Kaminsky, iHeartMedia Chief Data Officer.
How does TruAudience work?
TruAudience enables clients to improve marketing effectiveness
by increasing audience reach, improving the quality of consumer
insights, and leveraging more accurate and up-to-date identity data
across all marketing and measurement activities. It includes a full
suite of marketing solutions including:
- Data hygiene and enrichment
- Audience segmentation, creation, and syndication
- Measurement and attribution
- Data collaboration/Clean room
- Credit-informed marketing
TruAudience now leverages the proprietary data ecosystems of
TransUnion and Neustar spanning 200 authoritative data sources
including data from over 16 billion monthly phone signals, offline
consumer data covering over 125 million U.S. households, and data
spanning 10 billion real-time digital interactions
daily.
This expansive consumer data is onboarded, linked, and validated
by TransUnion’s identity graph platform, (previously known as
OneID™ from Neustar) to enable TruAudience clients to continuously
cleanse and enrich their first-party data, deepen their consumer
insights, and improve the accuracy of their audience segmentation,
targeting, and measurement strategies. TransUnion was recently
recognized by Forrester Research, Inc. as a “leader” (see The
Forrester Wave™ for Identity Verification Solutions, Q4
2022).1
TransUnion’s identity graph is growing its industry-leading
online and offline consumer data coverage to include hundreds of
new demographic attributes, as well as additional behavioral,
psychographic, and purchase-based data. This additional data can
support a wide variety of industry-specific needs across consumer
finance, retail purchase behavior, small business attributes,
travel, geography, automotive, consumer interests, and more.
Additionally, TruAudience combines TransUnion’s direct media and
technology partnerships across the television, streaming media
(audio and video) world with Neustar’s integrations across the
walled garden and digital media ecosystem to ensure clients can
reach and measure consumers across the channels that matter most.
This includes partnerships with over 250 leading media owners and
publisher networks, and 100+ advertising, data management and cloud
platforms, as well as social and retail media platforms, ad
servers, demand-side and sell-side platforms, and customer data
platforms.
“The integration of the Neustar marketing
product portfolio into TruAudience marketing solutions is a major
milestone in the integration of TransUnion's acquisition of
Neustar,” said Matt Spiegel, executive vice president and head of
the media and entertainment business at TransUnion. “We know the
future of personalized marketing starts with a detailed
understanding of individual and household identity and we are
confident that TruAudience delivers that intelligence. Just as
importantly, we have a suite of products built on top of that
identity infrastructure that enables marketing investments to be
more precise, relevant, and effective.”
For more information about TruAudience marketing solutions,
please visit https://www.transunion.com/truaudience.
About TransUnion (NYSE:TRU)
TransUnion is a global information and insights company with
over 12,000 associates operating in more than 30 countries. We make
trust possible by ensuring each person is reliably represented in
the marketplace. We do this with a Tru™ picture of each person: an
actionable view of consumers, stewarded with care. Through our
acquisitions and technology investments we have developed
innovative solutions that extend beyond our strong foundation in
core credit into areas such as marketing, fraud, risk and advanced
analytics. As a result, consumers and businesses can transact with
more confidence and achieve great things. We call this Information
for Good® — and it leads to economic opportunity, great experiences
and personal empowerment for millions of people around the
world. http://www.transunion.com/business
Contact |
David BlumbergTransUnion |
E-mail |
david.blumberg@transunion.com |
Telephone |
312-972-6646 |
1 The Forrester Wave for Identity Verification Solutions, Q4
2022
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