Expanding TransUnion's TruAudience: Privacy-First Data Solutions for Marketers

Today, TransUnion announced the expansion of their TruAudience line of marketing solutions. These solutions now combine the consumer data, identity resolution, audience building and targeting capabilities of TransUnion and Neustar, which TransUnion acquired in 2021. TruAudience offers a suite of privacy-first identity resolution, data enrichment, audience targeting and advanced analytics solutions, as well as closed-loop marketing measurement and attribution, and credit-informed marketing solutions. This expanded TruAudience line is available for marketers, media companies and tech providers.

Customers have reported a 40% reduction in duplicate CRM records and a 30% increase in conversions from higher-performing audiences. Through a series of acquisitions in recent years, TransUnion has managed to bring together a vast store of data and activate it for advertisers and media partners. This data spans 200 sources, including digital and offline signals, over 16 billion phone signals, offline consumer data covering 125 million households, and 10 billion real-time digital interactions. The data is validated by TransUnion’s identity graph, which has grown to add hundreds of new demographic attributes, as well as behavioural, psychographic and purchased-based data.

The expanded TruAudience also combines TransUnion’s direct media and tech partnerships in television and streaming with Neustar’s integrations across walled gardens and digital media, including social and retail media platforms. This enables marketers to reach audiences across channels with personalised marketing. “We know the future of personalized marketing starts with a detailed understanding of individual and household identity and we are confident that TruAudience delivers that intelligence,” said Matt Spiegel, executive vice president and head of the media and entertainment business at TransUnion.

TransUnion’s expansion of their TruAudience line of marketing solutions offers a suite of privacy-first identity resolution, data enrichment, audience targeting and advanced analytics solutions to marketers, media companies and tech providers. With the combined TransUnion and Neustar ecosystems spanning 200 data sources, customers are reporting a 40% reduction in duplicate CRM records and a 30% increase in conversions from higher-performing audiences. The product also provides closed-loop marketing measurement and attribution, as well as credit-informed marketing solutions, enabling cross-channel reach with personalised marketing. Through the acquisition of Neustar, TransUnion has managed to bring together a vast store of data and activate it for advertisers and media partners.

Originally reported by Martech: https://martech.org/transunion-expands-truaudience-marketing-solutions/
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