Leading data company that helps brands identify and target their best customers through segmentation, Claritas announced the purchase of media tracking and measurement company Barometric, with a view to offer more precise audience optimization across media channels.
Through this acquisition, Claritas is advancing its transformation by investing in new technologies that enable marketers to identify, deliver and optimise audiences with unmatched precision. Barometric’s proprietary identity graph technology (developed originally as an internal tool for AdTheorent), collects mobile IDs across digital environments to increase marketing efficiency and campaign measurement.
Claritas Chief Executive Officer Mike Nazzaro told The Drum the company is in “advanced stages” on several other deals that aim to grow and modernize companies target identification capabilities.
“By combining the best-in-class segmentation of Claritas with the unrivalled cross-platform measurement and verification that Barometric makes possible, businesses can better understand their leads’ behaviour from mobile app to desktop to in-store, or even intra-household purchasing paths across a family’s separate devices,” Nazzaro said in a company statement. “The combination of Claritas and Barometric is fantastic news for any marketer who is looking for a more precise level of clarity and campaign optimisation.”
Claritas’ Senior Vice President of Product and Professional Services, David Huffman, said that the deal with Barometric allows his company to prove and validate the efficacy of its targeting. “This gives us a matching capability,” he said. “We’ve historically been in the offline, direct-mail space. This kind of a capability bring us full-circle. It allows us to create a closed-loop solution for both offline and online targeting.”
Claritas and Barometric work with some of the nation’s largest consumer brands, including AT&T, Home Depot, Kroger, Peloton, Liberty Mutual, McDonald’s, Progressive Insurance, Samsung, Verizon and Zions Bank.
“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.”