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Neustar is an information services and technology company offering identity resolution and data technology. The company offers solutions in marketing, risk, communications, and security to connect data on people, devices, and locations. It operates as complex data registries to help delivery insights for businesses and clients and their business decisions.
Neustar was founded in 1996, then known as Communications Industry Services (CIS), an operating unit within Lockheed Martin. The company was spun out of Lockheed Martin in 1999 to ensure neutrality and after Neustar won its original contract to provide local number portability services to select regions in North America. In 1997, Neustar won a contract to become the official North American Numbering Plan administrator, which is the system of three-digit area codes and seven-digit telephone numbers to direct phone calls to particular regions.
In 2000, Neustar developed a since-dissolved joint venture with Melbourne IT and the joint venture, NeuLevel, was awarded a contract to administer the name registry for the .BIZ domain, for which Neustar is now the sole registry operator. The company has won similar registry services contracts since, including the .US domain, the .CN domain, .TW domain, and the .TEL domain.
In 2003, Neustar acquired NightFire Software and created Neustar's Order Management Services (OMS) clearinghouse and the company's first strategic acquisitions. Subsequent acquisitions have included Foretec Seminars, which became Neustar Secretariat Services in 2005; UltraDNS, which became a Neustar service in 2006; Followap, Inc., which became Neustar NExt Generation Messaging also in 2006; and Webmetrics, which became a Neustar service in 2008. The UltraDNS acquisition gave Neustar the role of directing and managing internet traffic and helping customers control and distribute that traffic.
In 2016, Neustar announced they had entered into an agreement to be acquired by Golden Gate Capital and GIC. This acquisition led to the 2017 change of Neustar into a privately-held company. In January of 2019, Neustar acquired TRUSTID, which provided caller authentication and fraud prevention systems for contact centers, for combating customer fraud. And in 2021, Neustar was acquired by TransUnion for $3.1 billion from the investment group led by Golden Gate Capital and GIC.
Neustar offers a series of services and solutions for companies in a variety of industries, including for the retail and consumer packaged goods industry, the financial services and insurance industry, the automotive industry, the travel and hospitality industry, the communications and technology industry, and for government sectors. Services include marketing, risk, communications, and security services in all of these industries.
Neustar's marketing services are directed towards helping the company's clients learn about customers and prospects in order to deliver better customer experiences and increase the return on their marketing. This includes an omnichannel view of customers, so companies can use marketing to activate audiences across platforms and measure the impact of the marketing being used. They include customer analytics for measuring, analyzing, and gaining insights into marketing campaigns, and they offer customer intelligence services based on the company's identity resolution capabilities to enrich the view of those people being reached or not reached in a marketing campaign.
Neustar offers an AdAdvisor service, which works with companies to understand if their marketing campaigns are communicating with the right audiences and if they are being reached across the right channels.
Neustar's Fabrick is a specific unified identity ecosystem for marketing solutions and services. Fabrick is intended to maintain addressability and measurement for brands, publishers, and platforms, despite not having cookies or device IDs. The platform does this through identity linkages, privacy protection, and data integrations to ensure marketing can continue to be measured while maintaining the consumers' and target audience's privacy.
Neustar's risk solutions are focused on mitigating fraud and compliance risk while still offering customer connections. This includes services to separate real customers from fraud and reducing manual review or false positives while providing friction-free authentication for real customers. As well, the risk services work to help increase right-party-contact rates and offer better consumer engagement and contact center efficiency. Furthermore, the services work to help companies maintain regulatory compliance when connecting to consumers in regards to data privacy.
Part of their risk solutions is the Neustar OneID platform, which is intended to offer an accurate and persistent understanding of consumer identities. This is done through linking billions of online and offline data points to attributes for people, devices, and locations that are corroborated, broken down, and rebuilt using identity sources that are considered authoritative. As well, the company's TRUSTID platform is able to deliver data and insights into customer preferences and behavior in order to increase existing fraud engines with discriminatory insights offered through consumer behavior and device attributes.
Neustar's communication services include delivering connectivity for people, places, and things. This includes trusted call solutions such as STIR/SHAKEN regulations and standards to end robocalls and authenticate communications, which are used by Neustar to ensure customer calls can get through to consumers and others. Neustar also offers carrier provisioning services for faster connectivity, reduced errors, and lower operating expenses. The company offers business listings to help protect and manage identities and offer that information to customers. And the company offers global numbering analytics in order to ensure messages and voice calls reach the right customers on the right device and minimize the chances information is not received.
Neustar offers a variety of security solutions in order to help customers secure their digital presence from risks and downtime:
- Application and network security, to help protect digital assets and ensure users can continue to engage with customers rather than experience any downtime or disruptions in their connections.
- DNS services, for securing an organization's DNS and reducing the possibility of it being disrupted.
- Security intelligence service, to provide customers with insights and intelligence derived from real-time internet usage, including identity resolution services to help organizations recognize and avoid threats.
- Web performance management services, to find and fix problems that can affect customer experience, including an unavailable website, a slow loading page, and failing applications.
Neustar also offers consulting and professional services in marketing and advertising technology, web performance and security, and communication service provider operations in order to help companies with their technology. Other professional services provided by Neustar include merger integration services, Numbering Resources Utilization and Forecast (NRUF) generation services, and business and performance analytics.
Neustar's data is combined with an organization's data to better understan customer engagement, channel attribution, media allocation, segmentation strategy, and marketing performance. The service includes industry and vertical experience, customer segregation and modeling, and strategic measurement and analysis.
Neustar's security advisory services work to ensure an organization's networks and data are secure, and include other professional services to help those organizations achieve IT strategies based on organizational needs. Other services include cybersecurity assessments, vulnerability assessments, penetration testing, DNS audits, web performance analysis and optimization, risk mitigation best practices, and product guidance.
These services include a team of subject matter experts to help organizations identify and address operational challenges, as well as improve staff productivity, order processing, and data integrity through systems consolidation. This includes data audits to assist with decision making. Some of the audits provided by Neustars professional services include telephone number inventory audit, network circuit inventory audit, E911 audit, end-user address audit, and order status audit.