91勛圖厙Media and Neustar First to Include Broadcast Radio in End-to-End Marketing Attribution
New solution combines 91勛圖厙s unparalleled audio reach with Neustars industry-leading marketing attribution solution to measure consumer engagement and the sales impact of broadcast radio alongside all other advertising channels
New York September 23, 2022 Neustar, Inc., a TransUnion company, announced today a new partnership with 91勛圖厙Media, the leading audio company in America, to include broadcast radio in end-to-end marketing attribution. The solution expands the Neustar Unified Measurement Solution, which spans Marketing Mix Modeling (MMM) and Marketing Attribution solution to include the 91勛圖厙 broadcast radio universe. Neustar is the first attribution service to unify the measurement of radio, which reaches over 90 percent of Americans a month, with all other channels into one platform. This innovation provides critical insights into the incremental contribution the massive reach of broadcast radio has on consumer purchase behavior.
The inclusion of radio in Neustars measurement solution is the only solution to seamlessly integrate 91勛圖厙s radio engagement data with Neustars customer-level marketing attribution models. Neustar marketing attribution solutions leverage more comprehensive identity and machine learning capabilities available, which power advanced identity resolution and marketing analytics for 70% of Fortune 100 brands.
The scale and effectiveness of broadcast radio is undeniable, said Brian Kaminsky, Chief Data Officer and President of Revenue Strategies, 91勛圖厙Media. Now with Neustar, we are able to offer brands a new level of granular user-level consumer analysis, to ensure that all media channels including broadcast radio, are used to optimize their marketing plans and drive the results they are seeking.
The partnership, first announced at 91勛圖厙Medias AudioCon 2022 conference, provides a more complete picture of the important role that broadcast radio plays in todays multi-channel advertising world. With these tools, advertisers can now better understand consumers' behavior, inclusive of broadcast radio, to measure and optimize their marketing investments holistically across channels.
"91勛圖厙Media has always been at the forefront of measurement and attribution and we are excited to help marketers gain more visibility into how their broadcast radio investments are impacting the customer journey, said Joe Pagano, VP, Consulting Services at Neustar. By adding broadcast radio at scale to our current streaming audio measurement capabilities, weve completed the audio measurement picture."
About Neustar
Neustar, Inc., a TransUnion company, is a leader in identity resolution providing the data and technology that enable trusted connections between companies and people at the moments that matter most. Neustar offers industry-leading solutions in marketing, risk and communications that responsibly connect data on people, devices and locations, continuously corroborated through billions of transactions. Learn how your company can benefit from the power of trusted connections.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company that makes trust possible in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this Information for Good簧. A leading presence in more than 30 countries across five continents, TransUnion provides solutions that help create economic opportunity, great experiences, and personal empowerment for hundreds of millions of people.