TransUnion to Buy Neustar for $3.1 billion

Consumer data and credit reporting agency TransUnion has agreed to acquire data firm Neustar for $3.1 billion, from an investment group led by Golden Gate Capital, with minority participation by GIC. Neustar's security business is excluded from the transaction.

Headquartered in Reston, Virginia, Neustar combines data science, programmatic ad buying and proprietary first-party data assets to offer cross-platform targeting. Last month, the firm launched a process called the Fabrick Impact Assessment, to help marketers diagnose and mitigate the impact of third-party cookie deprecation and device ID loss across their media and measurement investments.

TransUnion recently merged three of its recent acquisitions - TruSignal, Tru Optik, and Signal Digital - to launch a solution called TruAudience, driving identity and data capabilities for omnichannel advertising. The firm says buying Neustar expands its own digital identity capabilities, with Neustar's OneID identity resolution platform increasing the 'speed and sophistication' of its identity-based solutions.

The buy is expected to generate approximately $575m of revenue and $115m of Adjusted EBITDA in 2021. Charlie Gottdiener (pictured), President and CEO of Neustar, comments: 'TransUnion and Neustar share a similar strategic vision, culture and focus on building innovative identity-based solutions which enable trusted connections between companies and people. The two companies' complementary businesses, products and relationships will offer benefits for our combined customers, employees and other stakeholders across a diverse set of markets'.

Web sites: www.transunion.com and www.home.neustar .