Today, TransUnion announced the expansion of their TruAudience line of marketing solutions. These solutions now mix the patron data, identity resolution, audience constructing and targeting capabilities of TransUnion and Neustar, which TransUnion acquired in 2021.
TruAudience offers a set of privacy-first identity resolution, data enrichment, audience targeting and advanced analytics solutions.Neustar is a world information services and identity resolution provider.
The product line has also added closed-loop marketing measurement and attribution, in addition to credit-informed marketing solutions.
The expanded TruAudience line is out there for marketers, media corporations and tech providers.
Why we care. TransUnion claims that customers have reported a 40% reduction in duplicate CRM records and a 30% increase in conversions from higher-performing audiences. In a more tightly regulated digital media environment, data is scarce, and the power to seek out audiences across channels becomes much more precious for marketers. Through a series of acquisitions lately, TransUnion has managed to bring together an enormous store of information and activate it for advertisers and media partners.
Data and identity. The combined TransUnion and Neustar ecosystems span 200 data sources that include digital and offline signals. They include over 16 billion phone signals, offline consumer data that covers 125 million households and 10 billion real-time digital interactions.
The data is validated by TransUnion’s identity graph, previously the OneID graph from Neustar. This graph has grown so as to add a whole lot of recent demographic attributes, in addition to behavioral, psychographic and purchased-based data.
“TruAudience enables iHeart to deliver advanced identity and analytics solutions to make our audio campaigns more addressable, effective and measurable for our promoting partners,” said Brian Kaminsky, iHeartMedia Chief Data Officer in a release.
Dig deeper: How data will change marketing this yr
Cross-channel reach. The expanded TruAudience also combines TransUnion’s direct media and tech partnerships in television and streaming with Neustar’s integrations across walled gardens and digital media, including social and retail media platforms.
“We know the longer term of personalized marketing starts with an in depth understanding of individual and household identity and we’re confident that TruAudience delivers that intelligence,” said Matt Spiegel, executive vice chairman and head of the media and entertainment business at TransUnion, in a release.
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