Identity data firm Neustar moves to expand its share of DOOH ad market

Identity data firm Neustar moves to expand its share of DOOH ad market

Tuesday, March 20, 2018, Mel Stott, DPAA

Neustar, a US “tech company that provides real-time information and analytics for the Internet, telecommunications, entertainment, and marketing industries” (Wikipedia), recently joined DPAA. The move confirms Neustar’s intention to expand its presence in the fast-growing digital-out-of-home (DOOH) market. Mel Stott spoke with Kathleen Dundas, Vice President, Global Advertising Partnerships, Neustar, about the company’s plans in DOOH advertising.

Kathleen, you describe Neustar as a leading identity data
management company. What are Neustar’s sources of data?

Neustar has over 300 sources of individual, enterprise and device data that ranges from census, consumer-based web and phone transaction data to multi-partner scanner/SKU data, market research data and national panel data, to name a few.

What does Neustar do for the digital out-of-home market?

Our solutions, each focused on a dimension of individual, enterprise, or device identity, can give brands the insights that no one else can. With the freshest online and offline identity data corroborated as often as every 15 minutes with 11 billion daily updates, we can provide brands with the needed insight to deliver people-based marketing – out-of-home or across the physical and digital worlds.

One of the world’s largest DOOH ad operators JCDecaux, among other OOH clients, uses our analytics to improve the effectiveness of their campaigns.