Targeting and verification. Barometric’ s identity chart technology was originally developed being an internal tool for its original mother or father company, ad network AdTheorent, that it spun off in Apr of this year. It claims to function as the only “ solution capable of gathering mobile IDs across all conditions — such as web, app, wealthy media, video and brand research, ” in addition to other kinds of products.
Deal terms are not made public.
By merging the two companies — user segmentation and user measurement — Claritas CEO Mike Nazzaro said through email, “ businesses can find plus target their best customers at size and verify that their messages is reaching who they want this to reach. ”
From segmentation to marketing providers. The acquisition, he or she said, represents “ another part of the transformation of [Claritas] from a segmentation company to some marketing services company, ” including optimizing user targets as well as determining and delivering them. For its component, Nazzaro said, Barometric gets a lot more insights into the US consumer, along with “ a deeper client base” to sell to.
AdTheorent will continue to be a customer of Claritas’ Barometric services. The Barometric brand name will be retained “ for now, ” the Barometric leadership will sign up for Claritas, and, over the next year, the Barometric platform will be included with Claritas’.
Why you should care. The particular newly combined company will now become positioned for both targeting plus optimization, with the aim of enabling entrepreneurs to measure how effective their own ad targeting by audience portion actually is.
The combination will also be able to track offline marketing, at least to some degree. In March, for example, Barometric setup a way to track the particular engagement and sales impact associated with snail mail.
This story first appeared on MarTech Today. For more on marketing technologies, click here.
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