Neustar AdAdvisor Enables Marketers to Measure Digital Marketing Campaign Success

  Neustar AdAdvisor Enables Marketers to Measure Digital Marketing Campaign

       New Solution Helps Attribute Actual Leads, Sales and Conversions

Business Wire

STERLING, Va. -- April 24, 2013

Neustar, a trusted, neutral provider of real-time information and analysis,
today announced the release of Campaign Conversion Insights (CCI), a Neustar
AdAdvisor service that allows marketers to measure the performance of digital
ad campaigns based on conversion, leads and sales.

As marketing budgets continue to shift from offline to online, it’s becoming
increasingly important for marketers to be able to quantify and measure the
success of their online digital campaigns. However, the reality is that
marketers are often left without solutions to accurately capture the
effectiveness of campaigns and provide insight about the online channels that
drive the most value and conversion. With CCI, marketers can close the loop
and measure the success of campaigns by crediting media, leads, sales and
conversions accurately to individual campaigns that users are exposed to in
digital media.

“Marketers today are faced with a major challenge: limited marketing dollars
and various channels to reach consumers. It’s hard for brands to be effective
if they can’t get an accurate depiction of the channels and tactics that drive
conversion,” said Dennis Ainge, Senior Vice President, Information Services,
Neustar. “CCI is bridging the gap between where dollars are spent and where
leads are generated.”

How Neustar Campaign Conversion Insights works:

1.The marketer runs online display campaign through media platform(s) of
2.Platform executes online display ad campaigns and gathers non-identifying
    information about members of the “exposed” consumer audience
3.Marketer or offline partners supply household-level, SKU-level sales data
    related to the campaign time period
4.AdAdvisor de-identifies partner-provided data, which is compared with ad
    delivery data to provide a privacy-friendly matching between the offline
    or online action, purchase, or conversion and online ad exposure
5.AdAdvisor delivers in-depth analytics with CCI reporting providing
    insights into online campaigns

“It can feel like an uphill battle, but when marketers do demonstrate the
value of digital media buying to their organization through tangible results,
they are rewarded — with improved campaign performance, increased marketing
budgets, and increased internal visibility for interactive marketing,” wrote
Joanna O’Connell in a December 2012 Forrester Research, Inc. report,
Measurement Is A Digital Media Buyer’s Best Friend. “And in the world of the
always addressable customer, where ubiquitously connected consumers have
increasingly high expectations of the brands with which they interact, the
imperative to make measurement smarter — and thus buy and optimize media and
messaging more effectively — is no longer just a nice-to-have; it's a business

Neustar AdAdvisor offers a suite of data insights and analytics solutions that
allow marketers to easily identify and target audiences at scale. By
leveraging Neustar AdAdvisor’s comprehensive database of consumer insights at
the household level, marketers can reach audiences most likely to purchase and
use specific brands, products and services. This results in higher return on
ad spend, fewer wasted ad impressions and smarter media planning.

About Neustar

Neustar, Inc. is a trusted, neutral provider of real-time information and
analysis to the Internet, telecommunications, information services, financial
services, retail, media and advertising sectors. Neustar applies its advanced,
secure technologies in location, identification, and evaluation to help its
customers promote and protect their businesses. More information is available


Access Communications for Neustar
Kate Corcoran Adorno, 917-522-3527
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