Neustar Acquires Aggregate Knowledge for Roughly $119 Million

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ADOTAS — Neustar has announced the acquisition of Aggregate Knowledge (AK) for approximately $119 million in cash consideration.

“Despite industry consolidation, the ad tech landscape remains fragmented, which forces brands, agencies and marketers to cobble together disparate tools and technologies just to achieve a base-level understanding of the effectiveness of their marketing dollars,” said a Neustar spokesperson. “By coupling Neustar’s data and analytics with AK’s media intelligence platform, agencies, brands and marketers will have the ability to more effectively plan, target, engage and measure all marketing efforts in real time from a single view. With real-time visibility, marketers are able to make more informed decisions when it comes to defining target audiences and cross-channel media allocation, as well as determining the most effective creative and messaging. Ultimately, the combined value from the acquisition will enable marketers to drive campaign effectiveness and increase return on marketing investment. AK’s customers include Fortune 50 brands in verticals similar to those that Neustar currently serves, such as communications services, media & advertising and retail.”

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