Claritas buys Barometric, marrying user segmentation with attribution

Data segmentation provider Claritas announced on Thursday it has purchased tracking and dimension firm Barometric .

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.


About The Writer

Barry Levine covers marketing technology for Third Door Press. Previously, he covered this area as a Senior Writer for VentureBeat, and he has written about these as well as other tech subjects for such guides as CMSWire and NewsFactor. He or she founded and led the web site/unit at PBS station Thirteen/WNET; worked well as an online Senior Producer/writer to get Viacom; created a successful interactive video game, PLAY IT BY EAR: The very first CD Game; founded and brought an independent film showcase, CENTER DISPLAY SCREEN, based at Harvard and Meters. I. T.; and served more than five years as a consultant towards the M. I. T. Media Laboratory. You can find him at LinkedIn, and Twitter at xBarryLevine.

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