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Information Vendor Neustar Sold to Private Investors at $2.9 Billion Value

Neustar leveraged a business in telephone number management to become a major identity and marketing data provider. The company announced it will be acquired by a private investment group for $33.50 per share in cash, a value of approximately $2.9 billion. Private equity has recently been the buyer of choice for marketing technology firms, as public markets reduce their valuations and strategic buyers seem to be satisfied with their current holdings.

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SAP Purchases Abakus Attribution Software

December 15, 2016

SAP announced acquisition of Abakus, which uses a “patented game theory-based attribution technology” to estimate the incremental impact of marketing efforts. It will be part of SAP’s Hybris Marketing Cloud, which already builds a single customer view and executes omnichannel marketing programs. Attribution has been a hot topic recently: you’ll recall we wrote about Visual IQ on 12/13 and Proof on 12/6.

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Customer Data Platform Industry Adds New Vendors: CDP Institute Report

July 12, 2024

Software vendors continued to add Customer Data Platform (CDP) capabilities to existing systems in the first half of 2024, according to the CDP Institute’s latest Industry Update report.  Nearly all of the dozen companies appearing in the report for the first time started as marketing or messaging applications and added CDP capabilities after they were built.  These firms accounted for most of the industry growth during the report period.

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