Claritas Advances Media Analytics with Barometric’s Acquisition

Claritas Is an Established Market Player in Data Management for Their Clients. The Company Now Adds Barometric’s Media Tracking and Performance Measurement Capabilities Strengthening Its Technological Inventory

Targetted advertising is one of the best ways to win and retain customers. In order to initiate targeted advertising campaigns, brands need hands-on access to a large chunk of clean data. Brand values shrink for customers if they are at the end of being exposed to unrelated advertising. Subsequently, this also links with consumer privacy and user sentiment.

Claritas is a technology-driven business that facilitates brands with targeting optimum consumers via leveraging ‘segmentation.’ By the acquisition of Barometric, Claritas expands its technology that will help marketers precisely identify and target their ideal consumer group. Barometric’s flagship product, the Identity Graph, gathers Mobile device address across digital eco-systems. The product was originally developed as an in-house tool for AdTheorent and helps marketers in optimizing campaign performance at scale.

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Claritas already specializes in identifying the best consumers. Now, with the help of Barometric’s capabilities clients of Claritas will additionally receive the tools to measure advertising performance and optimize their marketing efforts. Claritas says that clients of their software can measure performance real-time both with offline as well as online data.

“The combination of Claritas and Barometric is fantastic news for any marketer who is looking for a more precise level of clarity and campaign optimization,” said Claritas CEO Mike Nazzaro. “By combining the best-in-class segmentation of Claritas with the unrivaled cross-platform measurement and verification that Barometric makes possible, businesses can better understand their leads’ behavior from the mobile app to the desktop to in-store, or even intra-household purchasing paths across a family’s separate devices.”

“Since our founding, Barometric has always been at the leading edge of cross-device consumer identification and measurement,” said Barometric Co-Founder and CEO Anthony Iacovone. “Now, by leveraging our one-of-a-kind capabilities with Claritas, marketers will have increased precision in measuring and targeting their customers across media.”

Both the companies already work with high profile clients such as-

• AT&T
• Home Depot
• Kroger
• Peloton
• Liberty Mutual
• McDonald’s
• Progressive Insurance
• Samsung
• Verizon
• Zions Bank

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