Claritas builds out identity graph with latest acquisition

Claritas adds AcquireWeb to its portfolio

Claritas has bought digital marketing firm AcquireWeb as it continues to scale up its audience targeting capabilities.

Last November, Claritas acquired Barometric to boost audience optimization across media channels. After the AcquireWeb purchase, Claritas now has an identity graph solution that reaches 95m households and more than 900m devices in the US.

Claritas chief executive officer Mike Nazzaro said the acquisition aims to help companies close the loop at greater scale.

“The AcquireWeb capabilities for audience creation and campaign execution, coupled with existing capabilities of Claritas gives clients a comprehensive ability to plan, reach and measure their prospecting, retention and loyalty marketing initiatives. Leveraging the identity graph ensures our clients can deliver the right message to the right person, via the right marketing channel at the right time,” said Nazzaro.

Claritas and AcquireWeb work with brands like AT&T, Chrysler, Home Depot and Mastercard.

"At AcquireWeb, we’ve honed our identity graph technology to help marketers turn website and in-store visitors into the knowable consumers who often become ideal customers,” said AcquireWeb chief executive officer Albert Gadbut. “Through this acquisition, we can now leverage Claritas’ segmentation insights and optimization capabilities to reach and engage audiences at an unmatched level of scale.”

In November, Nazzaro told The Drum that Claritas was in "advanced stages" on several deals aimed to build out the company's identification capabilities.

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