Neustar Launches Consumer Insight-based Optimizer

Real-time information and analysis firm Neustar has launched 'Optimizer', a consumer insights platform allowing marketers to measure all consumer activity and optimize marketing activities, media budget allocation, campaign and creative tactics, and audience segments.

Neustar combines data science, programmatic ad buying and proprietary first-party data assets to offer cross-platform targeting. The new Neustar Optimizer solution combines the firm's consumer identifier and marketing measurement capabilities into a single platform through which to conduct analytics across marketing mix modeling and advanced multi-touch attribution.

The solution offers models to test and predict return on investment across various marketing scenarios; and it can be used to conduct research and frequency analytics, to pinpoint the number of ad exposures it takes to convert a buyer. In addition, the solution offers journey analytics, to identify how consumer touchpoints impact the path to purchase; and using predictive analytics, those consumer segments more likely to respond to advertising can be identified.

Optimizer is backed by Fabrick, the firm's data connectivity platform, which enables measurement coverage regardless of third-party cookie depreciation and device ID loss across media and measurement investments. Michael Schoen (pictured), SVP and GM of Marketing Solutions, comments: 'With Optimizer, we're making marketing analytics and data science exponentially more accurate and actionable for marketers. Optimizer's unique combination of identity-based data, media-spanning integrations, data deprecation protections, and clean room technology is unmatched in the marketing world'.

Web site: www.home.neustar .