Asking Neustar what they think IS the way to answer your question.
If you asked them, they'd probably answer:
"Wouldn't we be silly gooses if we spent all of this time working with Neomedia, investing all of the money that we have invested into the pilot programs with them, and NOT have researched all of their patents and PROVEN to ourselves that Neomedia holds the key to the riches! ...... We aren't Silly little Gooses!"
Success: You will notice Neustar is not restricted from doing the same deal with Scanbuy. If they want to be the de facto clearinghouse, they will work with Scanbuy.
Scanbuy is currently the one that isn't putting their eggs in Neustar.