By Minda Smiley

Ad tech company Neustar is set to acquire marketing analytics technology firm MarketShare for $450m.

According to Neustar, the acquisition of MarketShare expands its leadership in marketing services “by creating a comprehensive data-driven solution enabling CMOs to plan, optimize, and allocate their online and offline marketing budgets.”

Lisa Hook, president and CEO of Neustar, said: “Combining Neustar’s leadership in authoritative identity, audience targeting and segmentation, and real-time media measurement with MarketShare’s market-leading technology and predictive analytics will enable CMOs to look across their entire business – from planning to execution, online and offline – to get a comprehensive and accurate reading of Read full story ›

Source: The Drum