Neustar to Acquire MarketShare for $450 Million

Wall Street Journal: Neustar, an ad tech company that provides data and analytics to marketers, has agreed to buy MarketShare Partners, a marketing analytics company. The cash deal is valued at $450 million. MarketShare helps advertisers plan and analyze their ad spending and figure out which channels will drive the most sales. For Neustar, adding MarketShare will give the company, which already works with 2,500 marketers, a bigger role in helping advertisers plan which ads to buy.