Claritas has acquired media tracking and measurement company Barometric to offer more precise audience optimization across media channels.
This acquisition is part of a broader company transformation. Claritas chief executive Mike Nazzaro told The Drum the company is in "advanced stages" on several other deals that aim to grow and modernize Claritas' target identification capabilities.
Claritas senior vice president of product and professional services, David Huffman, said 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 brands such as AT&T, Home Depot, Peloton, Verizon, Samsung and McDonald’s.
"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 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.
Nazzaro told The Drum that Claritas and Barometric had been partnering in-market for a few months leading up to the deal.