When marketing data and analytics company Neustar acquired the marketing technology company MarketShare Partners for $450mn last year, it was to bolster its ability to plan, optimize and allocate marketing spending in a changing, multi-channel world.

Now the combined company is spreading its wings.

“I’ve never seen such good identity-level data,” MarketShare co-founder and CEO Wes Nichols, now Neustar’s chief strategy officer, tells Beet.TV in this video interview, describing Neustar.

“They know who’s behind what email, home address, phone number, mobile device… things like that. The opportunity to move from cookie-based attribution and targeting to person-based or identity-based attribution is something that got me very excited.”

As AdWeek put it at the time of the deal in November: “MarketShare helps its clients—including Ford, Intel and CarMax—forecast and examine their ad spending to suss out which media channels create the most sales.”

Nichols admits it hasn’t been easy: “It’s been hard to build and very sophisticated. I didn’t used to have all this gray hair!”

But now he has partnered to offer more to customers of Simulmedia, the ad-tech vendor that seeks to guarantee outcomes for marketers.

“We’re marrying planning and attribution capability with their ability to target advertising on television at individuals. It’s a no-brainer,” he adds. “We’re going to help them understand the total cross-channel effects…. more of a 360-degree view.”

We interviewed him in New York at the Simulmedia PeopleFront conference where he was a speaker. Please find more video interviews from the PeopleFront event right here.

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