Peter Kafka

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Neustar Buys Aggregate Knowledge, One of Facebook’s Ad Tech Favorites, for $119 Million Cash

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iStockphoto | dny59

Neustar, which makes most of its money managing databases for phone companies, is buying Aggregate Knowledge, an analytics company best known recently for its work with Facebook.

Neustar, which reported earnings today, paid $119 million in cash for Aggregate Knowledge; Neustar officials said they would also use restricted stock units in the transaction.

Aggregate Knowledge had raised a reported $64 million since 2005, from investors including Kleiner Perkins, DAG Ventures and OVP Venture Partners. The company restructured in 2010, when current CEO David Jakubowski came on board.

Neustar’s main business involves managing databases of phone numbers for carriers, and that work generated more than half of its $830 million in revenue last year. But it has been trying to build up a marketing business as well; marketing is part of its “information services” unit, which makes up roughly a quarter of its revenue today.

Aggregate Knowledge is supposed to help accelerate that push, and Jakubowski will head up Neustar’s marketing businesses.

Prior to today’s deal Aggregate Knowledge has been spending a lot of time with Facebook, helping the company explain how its ad campaigns are working for marketers. That relationship will continue after the acquisition, Jakubowski said.


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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work