Neustar, a specialist digital agency in the US, has acquired Aggregate Knowledge, a cloud-based cross channel campaign and audience analytics provider enabling brands and agencies to aggregate and analyze data from multiple sources to provide actionable insights to optimize media planning & buying in real-time. According to reports in the press, the deal is valued at $119m.
Neustar’s main business involves managing databases of phone numbers for carriers, and that work generated more than half of its $830 million in revenue last year. But it has been trying to build up a marketing business as well; marketing is part of its “information services” unit, which makes up roughly a quarter of its revenue today.
For the full story click allthingsd