Claritas Adds Automated Targeting Optimization Tool

In the US, Claritas has launched Email Advantage, which combines audience intelligence, AI-supported optimization and campaign measurement to improve ad targeting and measurement.

Almost a decade since its independence from Nielsen, Claritas offers an integrated marketing optimization platform tapping 'an understanding of real people and real outcomes'. This includes a proprietary Identity Graph and closed-loop attribution, and is used to improve clients' identification, activation, measurement and AI optimization for every consumer touchpoint, including acquisition email.

The new Email Advantage solution connects audience selection with engagement and conversion signals, allowing live, automated optimization of targeting based on conversions to date; testing of subject lines across audience segments; and assessment of performance before scaling deployments. Identity-based email prescreening and measurement tools offer improved understanding of campaign outcomes. The last uses match-back reporting and holdout groups to measure incrementality and cost per acquisition (CPA), and attributes across channels, connecting conversions with exposure across digital, TV and direct mail.

The firm says it has access to more than 500 million email addresses, including more than 125 million active within the last 90 days, with data covering 'more than 260 million US adults and 1 billion devices.'

Quinn Jalli (pictured), SVP of Email and Digital Products, states: 'With Email Advantage, we're bringing audience intelligence, AI-driven optimization and campaign measurement together to help marketers make smarter targeting decisions, learn from campaign performance and better understand what drives acquisition.'

The company is online at www.claritas.com .