iHeartMedia and Neustar First to Include Broadcast Radio in End-to-End Marketing Attribution

NEW YORK–(WORK TEL)– Neustar, Inc., a TransUnion company, today announced a new partnership with iHeartMedia, America’s leading audio company, to include broadcast radio in its end-to-end marketing association. The solution extends the Neustar Unified Measurement Solution, which includes the Marketing Mix Modeling (MMM) and Marketing Attribution solution, to include the iHeart broadcast radio universe. Neustar is the first attribution service to combine radio metering, which reaches over 90 percent of Americans each month, with all other channels on a single platform. This innovation provides critical insights into the increasing contribution of the massive reach of radio broadcasts to consumer buying behavior.

The inclusion of radio in Neustar’s measurement solution is the only solution to seamlessly integrate iHeart’s radio interaction data with Neustar’s customer-level marketing attribution models. Neustar marketing attribution solutions leverage broader identity and machine learning capabilities that provide advanced identity resolution and marketing analytics for 70% of Fortune 100 brands.

“The scale and effectiveness of radio broadcasting is undeniable,” said Brian Kaminsky, iHeartMedia Head of Data and Head of Revenue Strategies. “With Neustar, we can now offer brands a new level of granular user-level consumer analytics to ensure that all media channels, including radio broadcasts, are used to optimize their marketing plans and drive the results they seek.”

First announced at iHeartMedia’s AudioCon 2022 conference, the partnership provides a more complete picture of the important role that radio broadcasting plays in today’s world of omnichannel advertising. With these tools, advertisers can now better understand consumers’ behavior, including radio broadcast, to holistically measure and optimize their marketing investment across channels.

“iHeartMedia has always been at the forefront of measurement and attribution, and we are excited to help marketers gain greater visibility into how their broadcast radio investment is impacting the customer journey,” said Joe Pagano, Vice President, Neustar Consulting Services. “By adding broad-scale radio broadcasting to our existing streaming audio metering capabilities, we have completed the audio metering picture.”

About iHeartMedia

iHeartMedia, Inc. [Nasdaq: IHRT] It is America’s leading audio media company, reaching over 90% of Americans each month. iHeart’s broadcast radio assets alone have more consumer reach in the US than any other media outlet; double the reach of the next largest broadcasting company; and more than four times the ad-enabled reach of the largest digital audio-only service. iHeart is the largest podcaster according to Podtrac, with more downloads than the next two podcasters combined, and has the number one social footprint among music players, with seven times more followers than the next audio media brand and its only fully integrated audio ad. Technology solution across broadcast, streaming and podcasts. The company continues to leverage its strong audience connectivity and unparalleled consumer reach to create new platforms, products and services. For more company information, visit iHeartMedia.com.

About Neustar

Neustar, Inc., a TransUnion company, is a leader in identity resolution, providing the data and technology that enables reliable connections between companies and people when it matters most. Neustar offers industry-leading solutions in marketing, risk, and communications that responsibly connect data about people, devices, and locations, constantly verified by billions of transactions. Find out how your company can harness the power of trusted connections. home.neustar

About TransUnion (NYSE: TRU)

TransUnion is a global knowledge and insight company that enables trust in the modern economy. We do this by providing an actionable picture of each person so that they can be reliably represented in the market. As a result, businesses and consumers can transact with confidence and achieve great things. We call it Good® for Knowledge. A leading presence in more than 30 countries on five continents, TransUnion provides solutions that help create economic opportunity, great experiences and personal empowerment for hundreds of millions of people. https://www.transunion.com

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