TransUnionannounced an agreement to acquire TruSignal, Inc., a leader in people-based marketing technology. TruSignal uses its custom audience-building platform to deliver predictive scoring powered by artificial intelligence, making big data available and actionable in almost real time for one-to-one addressable marketing.

“TransUnion is committed to developing market leading solutions for digital marketing and media execution,” said Chris Cartwright, TransUnion’s president and chief executive officer. “We help businesses isolate relevant audiences and enable impactful experiences based on deep consumer insights. TruSignal’s highly complementary marketing solutions and technology will allow us to rapidly and flexibly serve the evolving digital marketing ecosystem.”

TruSignal’s TruAudience Platform leverages offline data to quickly build and distribute custom, people-based audiences. TruSignal quickly translates multiple data points into insights and effective audiences, which leads to higher return on advertising spend. The combination of our technologies and information allow TransUnion’s inherent accuracy to operate at scale.

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“The way businesses interact with their customers is now led by data and analytical decision making – something we excel in at TransUnion,” said Matt Spiegel, executive vice president, digital marketing solutions and head of media vertical at TransUnion. “We’ve only scratched the surface of what can be. We see a world where people interact with companies real-time, in a highly personalized way. This requires smart data science and great technology. Our history of leveraging data to develop rich insights and products, combined with TruSignal’s industry-leading rapid modeling and technology platform, has the potential to be a critical part of shaping the future of the industry and how consumers will experience the brands they engage with.”

Leveraging our robust consumer data footprint, our deep data modeling and analytics capabilities, our technology assets and the priority we place on data stewardship, TransUnion is continuing to evolve and expand offerings in the digital marketing and media industries. This acquisition and commitment to the digital marketing ecosystem builds upon our recently announced partnership with Tru Optik, and will allow us to bring greater speed, scale and depth to our solutions.

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“Joining TransUnion is an incredible opportunity to merge our technologies and further enhance our audience capabilities and analytical capacity,” said David Dowhan, chief executive officer and founder of TruSignal. “I see great things to come for our customers and partners as we work together to deliver even greater innovation from our combined areas of expertise.”

The transaction is expected to close upon the satisfaction of customary closing conditions.

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