Neustar expands to addressable TV with DISH | Ad Tech | News | Rapid TV News
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Neustar has expanded into addressable TV ad targeting and measurement through a partnership with DISH Media Sales.

dishThe deal allows Neustar to widen its expertise in omni-channel marketing analytics and identity management by offering marketers the ability to deliver audience-based targeting on television, and measure how addressable advertising performs across platforms.

The partnership also enhances DISH’s advanced consumer profiles, enabling marketers to utilise Neustar consumer data to granularly target DISH’s nearly 8 million US addressable television households. The approach allows brands to reduce wasted media spending and to measure the overall effectiveness of marketing activities.

Advertisers thus can build addressable TV audiences based on their own customer relationship management (CRM) data, a partner’s data or third-party data, delivering relevant messages to targeted households.

“TV is going through a renaissance and promises to reinvent itself in a way that aligns with how consumers want to engage with brands,” said Steven Wolfe Pereira, chief marketing and communications officer, Neustar. “With the proliferation of media and the multiscreen behaviour of consumers accelerating rapidly, marketers have the opportunity to transform how they use their valuable customer data. We are excited to partner with DISH, a pioneer in the TV industry, to let media buyers and sellers demonstrate the efficacy of TV media by hyper-targeting advertisements, and measuring results at a granular, addressable level.”