Platform one has three powerful components to it: 1) The DMP - allows tracking all online media performance (including mobile) and allows for detailed fine-tuning of the individual components (e.g., DSPs); 2) Offline analytics and on-boarding - allows connecting online ad data to offline sales, as well as on-boarding existing offline customers for online re-targeting and look-alike audience building; 3) The analytics - Neustar has a proprietary framework called Element One that allows grouping customers into clusters based on desired KPIs (e.g., online ad responsiveness) and obtaining deep insights about the characteristics of each cluster. Then you can target similar prospects via look-alike modeling.
The platform was built by bringing separate pieces (from separate acquisitions) together, so some manual work is required if you use all components. But the sales engineering and support teams are super helpful.
Make sure you have a clear upfront understanding of what you intend to use the platform for, as there are many components. Don't buy what you don't need.
1. Better multi-channel targeting 2. Customer intelligence 3. 360 view of channel efficiency, including connecting online and offline.