Thunder Experience Cloud, the leader in people-based ad serving, and Neustar Marketing Solutions  the leading unified marketing intelligence platform for marketers, announced the integration of Thunder’s people-based ad server with the Neustar Identity Data Management Platform (IDMP) and the Neustar MarketShare solution. The partnership will enable brands and agencies to quickly customize ad creatives to each customer, as well as measure performance for real-time optimization.

Thunder’s dynamic creative optimization (DCO) solution is a people-based, dynamic ad server that enables advertisers to factor in data signals such as CRM, weather, device type, time, media exposure, and now, audience data from large Data Management Platforms (DMP) like Neustar.

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Customers of Neustar and Thunder will be able to target creative messaging for individual, real people and audience segments across digital channels such as display, video and mobile. By synchronizing people IDs on the open web, they can achieve a higher level of personalization, consistency and accuracy, eliminating irrelevant or redundant advertising.

In addition, Thunder’s people-based Experience Measurement solution tracks the performance of ads from exposure to viewer to conversion to allow for a high level of optimization. From there, joint customers can quickly and easily activate media by person tracked on the open web through the Neustar IDMP. This people-based data set will also be integrated within the Neustar IDMP and the Neustar MarketShare solution.

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“Advertisers must be able to have a clear view of how their marketing performs across channels – which creatives and messages are being shown to whom, when and where. Neustar is dedicated to giving the industry access to independent and accurate media exposure data, ensuring brands and agencies have the tools they need for personalized, measurable experiences at scale,” said Steve Silvers, General Manager, IDMP, Neustar.

“There is no excuse for a bad ad,” added Victor Wong, CEO of Thunder. “This integration is another step toward ensuring every ad meets the highest standard of relevancy, frequency and impact, ultimately creating a better customer experience.”

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