Enterprise technology giant Neustar buys our long-standing partner Aggregate Knowledge for $119 million to allow agencies, brands and marketers the ability to more effectively plan, target, engage and measure all marketing efforts in real time.
Enterprise technology giant Neustar buys our long-standing partner Aggregate Knowledge (AK) for $119 million in cash consideration.
AK has recently made a few strategic acquisitions of its own, including purchase of Quantivo to accelerate its platform innovation. AK has also developed a close relationship with Facebook that considers its digital media intelligence platform as one giving a competitive advantage over data management rivals like BlueKai. AK helps Facebook communicate to marketers the effectiveness of social media campaigns for reaching their target audience. Engagement with Facebook is supposed to help AK increase sales by 24%, according to the company's analysis.
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According to Ashu Garg, general partner at Foundation Capital that invested in Aggregate Knowledge two years ago, “AK has a unique combination of technology that works at scale, handling over one billion transactions calls per second, a very strong management team and customer base."
Claimed purpose of the deal is to help brands, agencies and marketers "have the ability to more effectively plan, target, engage and measure all marketing efforts in real time from a single view". Marketers will now be able to make more informed and data-driven decisions when it comes to cross-channel media allocation, definition of target audiences and measument of creative and messaging effectiveness.
AK's cutting-edge digital media intelligence software is being partly developed in Ukraine with Intersog. We're very happy to contribute our digital expertise and software development resources to development of the technology that is likely to become a big game changer in the global digital media and advertising industry.
ABOUT AGGREGATE KNOWLEDGE
Aggregate Knowledge is the only media intelligence company that offers advertisers and agencies an exact science to pinpoint where to reach highest performing customers in a single platform. AK’s patented Media Intelligence Platform™ (MIP™) is the only data management solution that combines both media and audience data, enabling marketers to most effectively allocate media dollars, resulting in increased reach, higher sales, and dramatically improved media spend efficiency.
Neustar, Inc. provides real-time information and analytics for the Internet, telecommunications, entertainment, and marketing industries, and a provider of clearinghouse and directory services to the global communications and Internet industries