Neustar notably took a hit in July 2015 when it lost a US government services contract, which was awarded to Swedish telecommunications company Ericsson. Neustar claimed at the time the loss had no bearing on its marketing services business, which continued to grow in revenue and in the components of its marketing stack.
Like other marketing clouds that have gotten into the DMP game of late, Neustar was early to that race.
It acquired the data management platform Aggregate Knowledge in 2013 for $119 million, which acted as a complement to its TARGUSinfo acquisition in 2011. More recently it snapped up MarketShare for $450 million.
The TARGUSinfo deal provided the basis for Neustar's audience targeting and identity solution, which more recently became known as OneID and served as the interlink between Neustar's products.
Neustar is the latest in a long string of private equity buyouts for marketing and ad tech firms, which include Vista Partners' investment in Mediaocean and Marketo, HGGC's investment in StrongView, Clarion Capital's stake in Madison Logic and Cathay Capital's in Smart AdServer.
It's also the second acquisition of a publicly traded ad tech firm, following Adobe's recent $540 million deal to buy video DSP TubeMogul.