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AdAdvisor Buying Power Score (BPS) FAQs


Benefits of BPS:

  • Customize offers, promotions, and creative in digital targeting
  • Target consumers that have the disposable income to purchase large ticket items

What is Neustar AdAdvisor® Buying Power Score (BPS)?

Buying Power Score is a proprietary metric based on Neustar's verified offline data that can be used to gain insight on households likely to have the disposable income to buy specific products or services to drive advertising decisions. Buying Power Scores give marketers instant intelligence at their fingertips to impact their marketing strategy. Ultimately, marketers can leverage these financial insights to tailor offers and promotions to match consumers with the most appropriate product or service and improve conversion rates, return on marketing investments and develop relevant customer experiences.

How is AdAdvisor's BPS different from using household income, or credit score data to reach prospects?

AdAdvisor's BPS goes beyond simple income consideration, liability, or credit score to focus on how a household's overall financial situation influences their ability to consume products and services. This proprietary financial insight is delivered to help differentiate between groups of households that may look identical, but in fact have considerably different purchasing power. Buying Power Score was designed by taking a view of a household's financial resources including aggregated credit information combined with household-level demographics cumulated into predictive segments based on their likelihood to respond to offers and make purchases. With this insight, marketers can match prospects with the relevant product or service and the right promotion or offer.

What are the data sources fueling BPS?

Buying Power Score leverages the full power of Neustar's market-proven, real-time consumer insight engine, IANSM (Identifiers, Attributes and Network). Sources of this data include; household income, household demographics, and financial data. Through IAN's authoritative data repository Neustar can identify consumers, link them to key attributes — in this case financial assets — and deliver in real-time addressability for enabling advertising with informed, actionable decisions at the point of prospect or customer interaction.

When is AdAdvisor's BPS most applicable?

BPS is designed for digital marketers that want to quickly and accurately determine the likelihood a consumer will be interested in a product or service before initiating a more extensive evaluation process. It is ideal for businesses selling higher ticket items such as financial services, automotive, luxury retail, travel, or continuity programs that require regular payments over an extended period of time.

For example, if you are a television manufacturer, consumers with a Premium BPS may be ideal to target for a large ticket, top-of-the-line, new technology. Households with a Value BPS could be targeted with the same product months after the initial release with a discount or payment plan option, and consumers with a Budget BPS could be reached to promote a baseline economy model of the television.

Where can I access AdAdvisor's BPS for digital targeting?

AdAdvisor's BPS is available through media partners with a direct integration into AdAdvisor. Please consult your AdAdvisor Account Executive for more specific information on accessibility.

Commitment to Privacy

Neustar is committed to the responsible use of personal information to help businesses make better decisions and deliver personalized content without sacrificing individual privacy. To accomplish this goal, we have adopted "Privacy by Design" principles, taking personal privacy into consideration throughout the process of designing, building, and delivering information products and services. AdAdvisor cookies do not contain or convey personal information about consumers. For extra protection, AdAdvisor cookies are encrypted. Neustar is an active member of the Network Advertising Initiative (NAI), Mobile Marketing Association (MMA) and the Digital Advertising Alliance (DAA). All users have the ability to opt out of AdAdvisor by visiting or the DAA at

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