On a higher note, Hook heralded Neustar’s strategic footprint, including its OneID product, which connects identities across Neustar solutions, and its relationship with Facebook. Neustar was one of the first to integrate with Facebook’s measurement solution and ad server, ATLAS.
Hook noted Neustar entered into “an advanced attribution partnership with Facebook” in September to connect online ads to purchases.
Neustar claims it’s unique because it supplies both attribution and marketing mix optimization within a single system.
Finally, Hook addressed Neustar’s planned split into two publicly traded companies: information services (which includes marketing) and routing. Advisers are helping the company with the process, which is expected to unfold over the next few months.
Neustar will provide updated financial details for both companies during the first quarter of 2017, Hook said.