Neustar MarketShare

Enterprise-grade marketing mix modeling and multi-touch attribution leader, now operating under TransUnion/Neustar umbrella

Neustar MarketShare is a marketing analytics and measurement platform that helps enterprise brands optimize their marketing investments through advanced analytics, including marketing mix modeling (MMM), multi-touch attribution (MTA), and unified measurement. Originally founded as MarketShare, the company was acquired by Neustar in 2016 and integrated into its analytics portfolio. The platform enables marketers to understand the true ROI of their media and marketing spend across channels, helping them allocate budgets more effectively and forecast outcomes with greater precision. MarketShare's core technology combines econometric modeling with machine learning to deliver holistic views of marketing performance. The platform ingests data from paid media, owned channels, macroeconomic factors, and competitive signals to build predictive models that inform strategic planning. Its Decision Cloud suite became a flagship offering, used by major global advertisers in CPG, retail, financial services, and automotive sectors. Following Neustar's acquisition by TransUnion in 2021, the MarketShare capabilities were folded into TransUnion's broader data and analytics ecosystem. The platform competes with solutions from Nielsen, Analytic Partners, Ekimetrics, and Ipsos MMA in the marketing measurement space, and has been recognized as a leader in marketing analytics by industry analysts. Its significance in the AdTech ecosystem lies in bridging offline and online measurement at enterprise scale.