Neustar

A leading identity resolution and data analytics provider, now operating as a TransUnion subsidiary with strong positioning in cookieless identity, marketing measurement, and fraud prevention

Neustar is an information services company specializing in identity resolution, data analytics, and marketing intelligence. Originally spun off from Lockheed Martin in 1999, Neustar built its foundation managing the North American Numbering Plan (NANP) and evolved into a comprehensive data and analytics powerhouse serving telecommunications, financial services, retail, and media industries. Its core capabilities span identity resolution, audience intelligence, marketing measurement, and fraud prevention. In the AdTech ecosystem, Neustar is particularly known for its OneID identity graph and Fabrick platform, which enable marketers to connect fragmented consumer data across devices, channels, and environments — a critical capability in a privacy-first, cookieless advertising landscape. The company's marketing solutions help brands and agencies understand customer journeys, optimize media spend, and measure campaign effectiveness with deterministic and probabilistic data matching at scale. In December 2021, TransUnion completed its acquisition of Neustar for approximately $3.1 billion, integrating Neustar's identity and marketing capabilities into its broader consumer data and credit information ecosystem. Neustar continues to operate as a distinct brand and business unit within TransUnion, maintaining its product portfolio and market presence while benefiting from TransUnion's global scale and data assets. The combined entity positions itself as a formidable competitor in identity-driven marketing and risk management.