Neustar MarketShare
Provides enterprise marketers with unified marketing measurement combining MMM and MTA to optimize budget allocation and maximize ROI across all channels.
Last updated May 13, 2026 by ATDb automated enrichment · Connections updated May 18, 2026
- Industry
- Marketing Analytics & Measurement
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 201-500
- Parent Company
- TransUnion
- API Available
- Yes
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.
Decision Cloud
Flagship unified marketing measurement platform combining marketing mix modeling and multi-touch attribution for holistic ROI analysis
Marketing Mix Modeling (MMM)
Econometric modeling solution that quantifies the impact of marketing and non-marketing factors on business outcomes
Multi-Touch Attribution (MTA)
Granular digital attribution solution that assigns credit across consumer touchpoints in the path to conversion
Unified Measurement
Integrated approach combining MMM and MTA to provide both strategic and tactical marketing insights
Scenario Planning & Optimization
Forward-looking budget allocation and scenario simulation tools to forecast marketing outcomes
Competitive Intelligence
Market-level analytics incorporating competitive spend and share-of-voice data into measurement models
- 2005Founded