Thought Leadership
Neustar on Leveraging 3rd Party Data for Reaching Precise Audiences

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Jenny Csupo
Account Executive, Agency Partnerships
Neustar, Inc.

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Neustar purchased TARGUSinfo back in late 2011, making the combined entity the largest provider of offline-to-online data platforms. For those of us not already familiar with Neustar, can you share more on your data and capabilities? 

Neustar is an industry leader in information services. Neustar data is built off of a foundation we refer to as “authoritative identity” that gives marketers accurate and up-to-date data in real-time. We have a suite of Media and Advertising services that include 3rd party data, offline measurement, data onboarding, and analytics.

 

What is the methodology used to capture the vast quantities of data that Neustar houses? How can this data be leveraged in digital or mobile advertising campaigns? 

Neustar’s methodology uses a combination of robust techniques to link verified offline data (name, address, phone number, email, IP, and Device ID), including wireless data, to an identity foundation based on 220 million U.S. adults and 120 million households. Our customer identities are further augmented and linked with more than 15,000 offline and online predictive attributes from third-party sources, such as market research, retail purchase, loyalty card transaction, and panel data to name a few. This allows us to segment out households into targetable groups that we’re able to activate on digital and mobile advertising campaigns.

 

What are some platforms or trading desks through which marketers can access Neustar data? 

Neustar has integrations across the ecosystem with partners such as Google, The Trade Desk, MediaMath, Adelphic, Adobe Audience Manager, Krux, Oracle Data Cloud, TubeMogul, Lotame, RocketFuel to name a few.

 

There has been a cambrian explosion in the amount of adtech companies that now are available to a marketer, whether they be data partners, viewability partners, ad verification partners, demand side platforms, to a whole host of other adtech companies. Do you see this as being sustainable, and how do you see this number of companies evolving over time? 

I think it’s an extremely crowded ecosystem, and it can be very confusing for a buyer. I believe over time companies that offer products that can be considered “features” will be acquired by larger companies looking to round out their product stack.

 

In your opinion, what is the biggest challenge most marketers have when leveraging 3rd party data? 

Because it’s such a crowded space, it really requires marketers to be savvy when selecting which audience segments to leverage for different marketing campaigns and strategies. One of our capabilities today allows marketers to look at overlap between data on different media channels, which lets them see where there is duplication and which data providers are performing better than others. Additionally, it’s important to verify the sources of 3rd party segments whenever possible since there are many unreliable sources out there.

 

How can data be leveraged in a mobile environment? (Device IDs, other data?) 

Neustar supports 1st and 3rd party data in the mobile environment by matching to hashed emails, IP address, and also accessing our own device ID graphs through a combination of deterministic and probabilistic linkages for data activation.

 

It was stated in late 2012 in a study from Quantcast that the half-life of a cookie was ~ 3 days. How do you think this affects the freshness of data, and the use of this 3rd party data in digital advertising campaigns? 

I think it affects scale and the ability to predict audience size as well as supporting the ability for advertisers to repeat successful campaigns. I also think marketers who use forecasting tools should be using them directionally, taking the half-life of cookies into consideration.

 

Within the context of data, what are some innovations happening right now that excite you the most? 

The connected TV (CTV) and addressable TV space is something that excites me the most as marketers seek to engage their audience across multiple platforms. Also social has a tremendous amount of data in the mobile environment that is very powerful.

 

How can traditional web publishers leverage 3rd party data when selling media, or even native ad campaigns to brands? 

They can utilize data to serve for targeted advertising, as well as targeted content to increase the value of their media and optimize their content to increase audience engagement, as well as verify their audiences. We’re also seeing many traditional web publishers unlocking the value of their data from their media as well.

 

Lastly, what is your take on the future of the use of data in digital advertising? 

Over the past few years, data has revolutionized the way marketers are buying media. I think it will only continue to grow with additional ways of targeting consumers, especially with the explosion of the Internet of Things. Marketers will have so many different channels and devices on which to reach customers and prospects.

 


 

Neustar is the pioneer and industry leader of real-time, cloud-based information services and analytics. We help marketers to promote their businesses and IT/security professionals to protect them.

As an innovator of real-time technologies, we have the expertise to drive high-volume, data-driven decision making for our customers. Our accurate, up-to-the minute insights ensure that our clients can make informed, real-time decisions—one customer interaction at a time. We go a step further by designing strict security and privacy protections into everything we do.

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