Neustar Launches Data Directory for Audience Targeting

Real-time consumer data provider Neustar has launched a 'Data Directory', to help marketers create and optimize custom audiences; activate them across programmatic, omni-channel marketing campaigns; and provide insights into return on marketing investment. Michael SchoenThe firm uses data science, programmatic ad buying and proprietary first party data assets to offer cross-platform ad targeting services for clients. Its new Data Directory will provide users with access to its existing library of segment attributes from its own audiences, as well as to third-party data sources, so that they can build custom audiences and target ads. These attributes include past purchases, interest/lifestyle, and location, along with off-line characteristics such as in-store purchases and dwell time. Michael Schoen (pictured), VP of Marketing Solutions, comments: 'Today's data-driven marketers need a customer graph that goes beyond contact information, social media profiles and advertisement exposures. With the launch of our new Data Directory, we are helping brands with more accurate targeting, limiting their media dollar waste and delivering the best connected customer experiences across channels and devices'.