Neustar, a global information services and technology company, and iSpot.tv,  a specialist in real-time TV ad measurement and attribution, have announced a partnership in the US to make iSpot’s TV ad measurement data available within Neustar’s Identity Management (IDMP), Multi-Touch Attribution (MTA) and Unified Marketing Analytics platforms, providing a granular and complete view of the full customer journey inclusive of linear, addressable, and OTT TV exposure. This combined TV analytics solution aims to provide a more comprehensive analysis of omnichannel marketing performance while giving advertisers access to an enriched identity asset for advanced segmentation, audience planning, and multi-touch attribution.

“Enterprise brand marketers are increasingly looking for a holistic approach to marketing planning that encompasses both digital and television,” said Neustar Senior Vice President and General Manager of Marketing Solutions, Michael Schoen. “It’s our mission to provide enterprise brand marketers with an integrated understanding of the effects of their digital and television campaigns, using integrated user-level data.”

The deal brings together Neustar’s best-in-breed digital and unified attribution and identity management, with iSpot’s real-time, always-on TV ad measurement and attribution. Together, the partnership connects all TV ad exposures to sales activities at scale across linear, VoD, and streaming environments. The integrated offering provides brand marketers with greater access, insight, and customisation over their omnichannel marketing strategies inclusive of linear TV.

“The Neustar and iSpot integration now sets the standard for cross-channel MTA. Both companies have measurement, modeling, and data science in their DNA with meaningful penetration amongst Fortune 500 brands. This is a marketer’s holy grail. We are excited to join forces to deliver on an integrated digital and television strategy,” said Sean Muller, Founder & CEO of iSpot.tv.

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