Claritas Buys Ad Targeting Specialist ArtsAI

In the US, consumer segmentation firm Claritas has acquired AI-based ad tech company ArtsAI, for an undisclosed sum.

ArtsAI's automatic audience clustering and cohort analysis learns the 'right' message to deliver to each person's profile. The firm claims its machine learning probabilistic attribution measures advertisers' web site and mobile app conversions, and that its technology can optimize from hundreds, or even thousands of message combinations in milliseconds, automatically learning which combination of message features produce the best business results.

Through the deal, Claritas will integrate ArtsAI's tech into its all-in-one marketing solution, enabling the use of artificial intelligence throughout the entire lifecycle of multichannel marketing campaigns. For example, marketers can use the testing enabled by AI to measure how specific audiences respond to ads - such as e-mail, audio, CTV/OTT - or digital display in near real-time. They can then use that data to dynamically adjust audiences and messages to boost ROI.

Claritas CEO Mike Nazzaro (pictured) comments: 'We are hyper-focused on providing our clients with unparalleled ways to win, and the acquisition of ArtsAI helps achieve this objective. This acquisition will give us a significant advantage in the field of AI-based marketing measurement and optimization, and we fully expect it will help us continue to help us continue and even increase the amazing growth we've experienced in the last five years'.

Web sites: www.claritas.com and www.artsai.com .