Today we announced that Neustar has signed a definitive agreement to acquire MarketShare, advancing our leadership position in the high-growth marketing services sector. This transaction is expected to close later this year.

This is an exciting development for both companies, and for the customers we serve. I’d like to tell you about what we will be able to do that we couldn’t before, and how this acquisition fits into all we’ve done to transform ourselves into one of the world’s leading information services companies.

A full century ago, the Philadelphia department store magnet John Wanamaker famously commented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  Determining what marketing initiatives are most effective so they can channel resources accordingly has long been marketers’ most vexing challenge.

By joining together our companies, we will be uniquely positioned to help brands meet this challenge. The addition of MarketShare will enable us to offer a complete, data-driven solution to CMOs as they plan, optimize, and allocate their online and offline marketing budgets and resources. In the increasingly complex world in which major brands operate, this really matters.

Digital advertising enabled marketers to capture, in real time, how customers were responding to offers online in a manner John Wanamaker could only dream of. But the modern CMO has to understand what’s going on across a myriad of online and offline channels. And that’s exactly what MarketShare will help us do. The combination of Neustar’s leadership in authoritative identity, audience targeting and segmentation, and real-time media measurement with MarketShare’s market-leading expertise in predictive analytics for planning, allocation, and total campaign attribution will enable us to deliver a complete solution.

CMOs will have the means to answer essential questions, such as which marketing activities are increasing and driving sales, and what’s the correct market allocation by customer segment and market. As a result, they will be able to allocate precisely their resources across stores, online, call centers, and sales teams as well as media platforms—digital, television, radio, print, mobile, out-of-home, and in-store.  They will also have the means to make better decisions on such operational factors as staffing, pricing and distribution.

All of this will help CMOs generate better returns on their investments. And in an entirely related development, all of this will mean that our customers’ end users—consumers—will benefit from seeing marketing campaigns more relevant to them, and as our service to marketers expands, only the marketing campaigns that are relevant to them.

Acquiring MarketShare is a logical move for Neustar, given the journey we have been on. Those who’ve followed our journey know that we provide solutions based on our expertise in authoritative identity, which stems from our heritage in managing the world’s most sophisticated real-time information exchange. Skills we acquired by enabling every voice call and text message to be delivered successfully have helped us provide our customers with value-added insights across a variety of services. Along the way, we have become the authentication experts—enabling our customers both to protect their brands and promote them.

By bringing together the market-leading skills developed by MarketShare with the capabilities Neustar has honed over time, we’re taking the next big step forward. We’re adding a new dimension to what we can offer the world’s top brands, enhancing our strengths within marketing services, and rising to greater leadership within the larger category of information services.