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Neustar, Inc., a TransUnion company, announced today a new partnership with iHeartMedia, the leading audio company in America, to include broadcast radio in end-to-end marketing attribution. The solution expands the Neustar Unified Measurement Solution, which spans the Marketing Mix Modeling (MMM) and Marketing Attribution solution to include the iHeart broadcast radio universe. Neustar is the first attribution service to unify the measurement of radio, which reaches over 90 percent of Americans a month, with all other channels into one platform. This innovation provides critical insights into the incremental contribution the massive reach of broadcast radio has on consumer purchase behavior.

The sole method for smoothly integrating iHeart’s radio interaction data with Neustar’s customer-level marketing attribution models is the inclusion of radio in Neustar’s measurement solution. In order to power advanced identity resolution and marketing analytics for 70% of Fortune 100 firms, Neustar marketing attribution solutions make use of the most complete identity and machine learning capabilities currently available.

“The scale and effectiveness of broadcast radio is undeniable,”
“Now with Neustar, we are able to offer brands a new level of granular user-level consumer analysis, to ensure that all media channels –including broadcast radio, are used to optimize their marketing plans and drive the results they are seeking.”
 Brian Kaminsky, Chief Data Officer and President of Revenue Strategies, iHeartMedia.

The collaboration, which was initially revealed at iHeartMedia’s AudioCon 2022 conference, paints a clearer picture of the significant place that broadcast radio holds in the multi-channel advertising landscape of today. With the use of these tools, advertisers can now evaluate and maximize their marketing expenditures across all channels by measuring consumer behavior, including that of broadcast radio.

“iHeartMedia has always been at the forefront of measurement and attribution and we are excited to help marketers gain more visibility into how their broadcast radio investments are impacting the customer journey,”
“By adding broadcast radio at scale to our current streaming audio measurement capabilities, we’ve completed the audio measurement picture.”
Joe Pagano, VP, Consulting Services at Neustar.
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