VIEQUES, PR — It is fair to say Neustar sees value in the future of television – the data and marketing services firm is currently in the process of being acquired by a private equity outfit for $2.9bn.

That deal was announced on December 14, but the company expects the conclusion of its sale to Golden Gate Capital by the third quarter of 2017.

So what is Neustar all about? The outfit operates across marketing services, risk, technology security, phone services and internet domain registration. On completion of the deal, it plans to separate activities in to two companies – one including marketing services, security services and data services; the other focusing on order management and phone number services.

SVP of Corporate Development Ted Prince thinks marketing is undergoing a revolution, and it’s all about using data to segment audiences for targeting.

“We’ve broken up the country in to 172 segments,” Prince said, in this video interview with Beet.TV.

“That enables us to go to marketers, we can then make sure you’re targeting those audiences for prospects, we can also make sure you’re targeting your CRM first-party data – on TV, mobile, desktop, direct mail, call centre, email.

“We’ve seen a wave of audience-building online, audience-building on mobile, and now the ability to target audiences on television.

“We’re trying to help marketers be able to target online and then measure … the effectiveness of those audiences.”

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.

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