Leading online data marketplace Datonics has announced that its audience data will be made available in the Neustar Data Directory, part of the Neustar Identity Data Management Platform (IDMP). Advertisers and publishers can streamline targeting, strengthen analytics and improve ROI by applying Datonics’ newly added data to their existing audience profiles.

Datonics offers marketers 500+ pre-packaged and an unlimited number of custom keyword-derived segments, based on high-quality search, purchase intent, life-stage and B2B data on 180+ million U.S. and Canadian users. Advertisers tapping into Datonics data within the Neustar Data Directory can more precisely target key segments of consumers, who are most receptive to their product offerings. Publishers can access Datonics’ data to help them make more informed decisions about the audience data they sell to advertisers.

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Michael Benedek, CEO of Datonics, said, “With the recent advances in first-party and third-party data integrations, programmatic advertising has made strides in allowing advertisers to more precisely target consumers. Publishers now also have better insight on their readers and the value they provide for their advertisers. We are delighted to be working alongside Neustar and helping the advertisers and publishers on their DMP have better access to data.”

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“Data is the driving force behind digital advertising. Without accurate data and scale, both advertisers and publishers are simply not able to keep pace with the industry. We’re pleased to add Datonics’ data to our data directory to give advertisers and publishers a way to build high-value custom audiences from a blend of data sources, which are authoritatively corroborated and validated with the Neustar OneID system,” added Michael Schoen, VP and GM, Marketing Solutions, Neustar.

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