iHeart Improves Its “User-Level Consumer Analysis”

Media company signs on with Neustar to help with “customer-level marketing attribution”

Published: September 23, 2022

iHeartMedia says a partnership with Neustar Inc. will allow it to give clients a more complete view of the role that broadcast radio plays in today’s world of advertising.

Its agreement with iHeart “expands the Neustar Unified Measurement Solution, which spans Marketing Mix Modeling (MMM) and Marketing Attribution solution to include the iHeart broadcast radio universe,” the two companies said in their announcement.

They said Neustar is the first attribution service “to unify the measurement of radio, which reaches over 90 percent of Americans a month, with all other channels into one platform. … This innovation provides critical insights into the incremental contribution the massive reach of broadcast radio has on consumer purchase behavior.”

Neustar, which became part of TransUnion within the last year, offers “customer-level marketing attribution models.” Marketing attribution is a reporting strategy that allows marketers to see the impact they made on a purchase or sale, according to HubSpot.

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“Identity” is a big word for Neustar. According to its website, “Identity is an actionable understanding of who or what is on the other end of every interaction and transaction.”

So Neustar says it uses “identity and machine learning capabilities” to “power advanced identity resolution and marketing analytics” for major brands. In other words: Who is buying what, and which marketing approaches and channels influenced that buying?

Brian Kaminsky, iHeart’s chief data officer and president of revenue strategies, was quoted saying this agreement means “we are able to offer brands a new level of granular user-level consumer analysis, to ensure that all media channels including broadcast radio are used to optimize their marketing plans.”

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