October 13, 2011
DC-based Neustar announced yesterday that they are buying TARGUSinfo (also DC-based) for $650 million in cash to create a powerful information and analytics tool for those of us in communications, media, and marketing.
TARGUSinfo processes more than 100 billion transactions every year by helping their customers read current customers and prospects. They are growing quickly – 20% year-over-year growth – so their acquisition by Neustar makes a lot of sense, as Neustar already provides communications, media and marketing companies with analytics derived from their own data.
This looks like great news for everyone in marketing and media, especially when it comes to lead generation. The better the information, the more wisely we can spend our budget as we look to connect with prospective customers – and keep in touch with those we already have.
It will be interesting to see if they create new product offerings. Right now, Neustar provides website monitoring services, and they are working on a platform called UltraViolet, which will allow consumers to interact with digital media in “a rewarding and innovative way.” TARGUSinfo, meanwhile, currently offers a bunch of lead generation tools – in-demand indentification, verification, scoring, and location – plus AdAdvisor, which helps you reach your audiences via display ads.
The transaction is expected to close in the fourth quarter.
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