The Entertainer/ Celebrates 10 Years of Online Reliability with Neustar UltraDNS

Inc. (NYSE: NSR), a trusted, neutral provider of real-time information
services, today announced that its award-winning toy retail client, The
, also known as, is marking 10 years as a
Neustar UltraDNS client. Neustar has been supporting the company’s
phenomenal growth in DNS queries which increased 101 percent in 2015

“DNS is too important not to do it right,” said Ian Pulsford, Head of IT
Services at The Entertainer. “Our website gives us a global presence,
accounting for 20 percent of sales, and traffic is constantly
increasing. We experienced 101 percent growth in DNS queries last year
and we are expecting similar growth this year. For this reason, we need
a very reliable DNS service to ensure that internet traffic flows
smoothly and all look-ups work when current and potential customers
search for us online. We’ve had a really positive experience working
with Neustar for the past 10 years and look forward to continuing this
successful relationship.”

When The Entertainer launched its online store in 1999, it chose the
domain name, resulting in two different online
identities. The company needed DNS services to ensure all domain name
queries would be driven to a single unified website. As its online
presence and sales grew, the company needed a more robust, secure and
reliable DNS service and so turned to Neustar as a DNS specialist with a
proven and reliable solution, Neustar UltraDNS.

As a global brand, The Entertainer values its image as a trusted online
store and understands its responsibility to consistently protect
customer data. The security features built into UltraDNS shields The
Entertainer from DNS-based DDoS attacks with the help of Neustar’s
cloud-based scrubbing network. Neustar manages and maintains its own
dedicated query resolver platform, making it less vulnerable to
hijacking, spoofing and viruses because it is a non-open source platform.

In the toy industry, when demand is heightened during certain times of
the year, website scalability is a key requirement. Since
processes half of its sales in the final eight weeks of the year, proper
DNS management and website availability are vital to its success.

“The availability of our website to customers is crucial,” continues Ian
Pulsford. “With UltraDNS is always online and available
to customers whatever the time of year and whenever there is a spike in
traffic. The navigation through the website is smooth and search queries
to either The Entertainer or TheToyShop get routed to the correct place.
As Head of IT services, not having to worry about our DNS is a weight
off my mind.”

Neustar UltraDNS is supported by a highly redundant network with 30
nodes across six continents, which makes it extremely scalable for
businesses growing globally, such as The Entertainer.

About Neustar

Every day, the world generates roughly 2.5 quadrillion bits of data.
Neustar (NYSE: NSR) isolates certain elements and analyzes, simplifies
and edits them to make precise and valuable decisions that drive
results. As one of the few companies capable of knowing with certainty
who is on the other end of every interaction, we’re trusted by the
world’s great brands to make critical decisions some 20 billion times a
day. We help marketers send timely and relevant messages to the right
people. Because we can authoritatively tell a client exactly who is
calling or connecting with them, we make critical real-time responses
possible. And the same comprehensive information that enables our
clients to direct and manage orders also stops attackers. We know when
someone isn’t who they claim to be, which helps stop fraud and denial of
service before they’re a problem. Because we’re also an experienced
manager of some of the world’s most complex databases, we help clients
control their online identity, registering and protecting their domain
name, and routing traffic to the correct network address. By linking the
most essential information with the people who depend on it, we provide
more than 12,000 clients worldwide with decisions—not just data. More
information is available at



AxiCom for Neustar
Laura Cahill