The deal will combine MarketShare Partners’ analytics technology with Neustar’s audience targeting and media measurement technologies. MarketShare works with leading brands such as MasterCard, Turner Broadcasting System, Intel, USAA, CarMax and Twitter.

MarketShare’s revenue grew at a compounded annual growth rate of 38% from 2011 to 2014 and generated $57m in revenue for the year to September 30, 2015.

Lisa Hook (pictured), president and chief executive officer of Neustar said: “This transaction advances our growth strategy in the rapidly evolving $19 billion marketing data and analytics market. Combining Neustar’s leadership in authoritative identity, audience targeting and segmentation and real-time media measurement with MarketShare’s technology and predictive analytics will enable CMOs to look across their entire business to get a comprehensive and accurate reading of what is driving their sales.”