In its first digital marketing acquisition since buying TargusInfo in 2011, Neustar has acquired data management platform Aggregate Knowledge for $119 million cash. (press release) AK's total funding to date is $63.7 million.
As a communications infrastructure provider in the US and Canadian telco space, Neustar has access to a large dataset of telephone numbers and location data through relationships with major ISPs and wireless carriers. It also offers a marketing "dashboard" with capabilities spanning digital and offline channels, including geo-targeted online advertising, website localization, SMS/short codes, and call center optimization.
Aggregate Knowledge will enhance Neustar's ability to help clients allocate media dollars, and expand cross-sell opportunities with marketers and agencies. Eighty-five percent of Aggregate Knowledge's client base overlaps with Neustar customers, specifically in the communications services, media/advertising, and retail verticals.
"We bring a lot of point solutions that can inform [the marketer]," said Ted Prince, SVP of Information Services at Neustar. "What we didn't have was a complete dashboard to measure and optimize the media. The goal with the dashboard is to have it not just informing display but also email, direct mail, whatever."
Prince called the acquisition complementary to its 2011 purchase of TargusInfo. TargusInfo's Caller ID technology supports a lead verification and scoring business for Neustar.
Neustar was founded as a unit of Lockheed Martin after the company won a government contract to enable number portability between mobile service providers. It was later spun off and leveraged those carrier relationships for additional revenue streams, including internet security and marketing services.
It has since added other verticals, but telcos and ISPs remain its core business, providing 61% of the $227.6 million in revenue it brought in in Q3 2013.