• Adverity, a marketing data intelligence platform, announced a partnership with Neustar, a provider of various customer identity and analytics solutions, to enable marketers to unify their data to measure and optimize marketing and brand performance. 

• The partnership will enable Adverity’s users to connect data from both online and offline channels inclusive of the walled garden and television channels through Adverity’s automated data integrations and data management capabilities. Users would then be able to leverage “Neustar optimizer,” a closed-loop marketing optimization and consumer insights platform that enables marketers to improve marketing and brand performance. 

• The firm claims the partnership would enable users to organize and structure data automatically, resulting in significant time savings. 

 <ul><li> Analyst QuickTake: The partnership with Neustar is likely to complement and further deepen Adverity’s marketing intelligence capabilities,  which are growing in demand, given the impending industry changes relating to consumer privacy, where data gathering and measurement is increasingly becoming a challenge for marketers. A number of other marketing automation firms have also partnered with Neustar to enhance their data analytics capabilities, including Permutive, a CDP platform, where Neustar became the first integration of its platform .</ul>