July 13, 2016

Neustar Partners with DISH Media Sales

Neustar, a provider of real-time information services, has expanded into addressable TV ad targeting and measurement through a partnership with DISH Media Sales. The partnership enhances DISH's advanced consumer profiles, enabling marketers to use Neustar consumer data to granularly target DISH’s nearly 8 million U.S. addressable television households.

Through the partnership with Neustar and DISH, advertisers 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. Addressable television advertising enables advertisers to better reach the right audience, with the right message by incorporating demographic and psychographic attributes, such as car ownership, or leisure preferences.

"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 at Neustar, in a statement. "With the proliferation of media and the multiscreen behavior 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."
"Brands can now leverage Neustar's consumer data to expand beyond the small screen to the featured screen in the house – the TV," said Adam Gaynor, vice president of DISH Media Sales, in a statement. "Adding Neustar to our stable of partners simplifies the buying and reporting process for brands utilizing Neustar's data analytics on DISH's addressable platform."

Additionally, using Neustar's authoritative identity methodology, marketers can measure the impact of advertising exposure by tying it to a lift in consumer action, sales, Web site engagement, or lead generation activities.