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Neustar, a TransUnion Company, Launches a Ready-built Marketing and Analytics Clean Room to Transform Data-driven Marketing and Measurement in a Privacy-first World
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Rhea-AI Summary
Neustar, a TransUnion company, has launched its innovative Marketing and Analytics Clean Room, aimed at privacy-preserving data collaboration and enhanced marketing analytics. This platform integrates identity resolution and machine learning capabilities, facilitating secure data usage for marketers. Key features include audience targeting, closed-loop measurement, and seamless integration with various data sources. Designed to address current privacy concerns, it enables organizations to manage consumer data compliantly and efficiently, optimizing marketing effectiveness.
Positive
Launch of the Marketing and Analytics Clean Room enhances data collaboration capabilities.
Integration of privacy-enhancing technology supports compliance with privacy regulations.
Machine learning features allow for advanced audience targeting and analytics.
Cloud-based solution simplifies data management tasks, promoting innovation.
Negative
None.
Solution to power the next generation of privacy-preserving data collaboration, audience targeting, and marketing analytics for advertisers and publishers
RESTON, Va.--(BUSINESS WIRE)--
Neustar, Inc., a TransUnion company, today announced the launch of its Marketing and Analytics Clean Room. This first-of-its-kind solution combines Neustar and TransUnion’s advanced identity resolution, machine learning (ML), and privacy-enhancing technology (PET) capabilities into a single platform. This easy-to-use solution powers data collaboration, identity resolution, audience targeting, and measurement across first-party customer data, as well as second- and third-party channel and media partner sources.
According to recent research by Forrester Consulting1 that evaluated the preparedness of U.S. enterprise organizations for significant changes in customer data and B2C marketing, “Brands know that their marketing programs are due for disruption as more restrictive privacy regulations, browser and device protections, and walled-garden ecosystems threaten their delivery of relevant, valuable, and ethical customer experiences.”
The Neustar Marketing and Analytics Clean Room was designed to execute a wide variety of marketing, measurement, and analytics use cases, while providing the privacy enhancing technologies required to protect against data deprecation and data privacy concerns.
This ground-breaking solution bridges the gaps faced by other clean room solutions by combining native identity data and ML-powered graph capabilities with extensive integrations across the media and marketing world including linear and connected TV providers and the walled-gardens. It enables multiple organizations and internal teams to bring data together for joint analytics, media activation, and marketing measurement in a secure way. This cloud-based environment enables clients to:
Implement data governance, privacy, and compliance controls for data collaboration
Model attribute-based, performance-based, and lookalike audiences
Execute closed-loop measurement including reach and frequency analytics
Integrate first-party data from Customer Relationship Management (CRM), Customer Data Platform (CDP), and other customer data sources
Leverage second- and third-party data from brand partners, distributors, data providers, walled gardens, and media sources
The Marketing and Analytics Clean Room also eliminates the need for costly and slow data management tasks by simplifying data loading, normalization, and identity resolution. This enables data scientists to focus more on innovation, creating models for mission-critical audience targeting and measurement use cases and delivering actionable insights intended to improve marketing performance.
“Our Clean Room, unlike much of what you see in-market today, powers a wide variety of advanced marketing, measurement, and data science use cases right off the shelf,” said Steve Silvers, SVP and GM of Product at Neustar. “Our teams have spent years building and refining the core privacy-enhancing technology, machine learning, and identity graph capabilities brands and publishers need to manage and activate consumer data securely across all of their ecosystem partners.”
Learn more about the Neustar Marketing and Analytics Clean Room by visiting us at home.neustar/cleanroom.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company that makes trust possible in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this Information for Good®. A leading presence in more than 30 countries across five continents, TransUnion provides solutions that help create economic opportunity, great experiences, and personal empowerment for hundreds of millions of people. https://www.transunion.com
About Neustar
Neustar, Inc., a TransUnion company, is a leader in identity resolution providing the data and technology that enable trusted connections between companies and people at the moments that matter most. Neustar offers industry-leading solutions in marketing, risk and communications that responsibly connect data on people, devices and locations, continuously corroborated through billions of transactions. Learn how your company can benefit from the power of trusted connections. https://www.home.neustar
1 A Forrester Consulting Study, Transforming Customer Data Management, Bridging the Gap Between Consumer Privacy and People-Based Marketing (Forrester Research, Inc., 2021), Page 3.
Neustar Marketing Solutions Media
Erica McDonald Finn Partners for Neustar 646-202-9784
Neustar@finnpartners.com
Source: Neustar, Inc.
FAQ
What is the Marketing and Analytics Clean Room by TransUnion (TRU)?
The Marketing and Analytics Clean Room is a new platform launched by Neustar, a TransUnion company, designed for privacy-preserving data collaboration and advanced marketing analytics.
When was the Neustar Marketing and Analytics Clean Room launched?
The Neustar Marketing and Analytics Clean Room was launched on June 14, 2022.
How does the Clean Room address privacy concerns in marketing?
It integrates privacy-enhancing technology and compliance controls, allowing organizations to manage consumer data securely.
What are the main features of the Clean Room solution?
Key features include audience targeting, closed-loop measurement, and integration with first, second, and third-party data sources.
How does the new solution impact marketers using TRU's services?
It provides marketers with improved tools for data management and analytics, enhancing marketing performance while ensuring data privacy.
