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Claritas buys Barometric, marrying user segmentation with attribution

…AdTheorent will continue to be a customer of Claritas’ Barometric services.  The Barometric brand will be retained “for now,” the Barometric leadership will join Claritas, and, over the next year, the Barometric platform will be integrated with Claritas’. Why you should care. The newly combined…

Assessing multi-touch attribution’s value: Is it worth the effort?

…researching and making buying decisions before encountering a salesperson. “If [MTA] was reliably accessible,” audience targeting provider Claritas SVP of Product Strategy Jeff Bickel said, “everyone would love the concept.” But it’s complex to understand and implement, he pointed out. Accounting…

Know your options: Identity resolution beyond the walled gardens

…ID or mobile device ID when a user logged into a site or was otherwise identified. Identity resolution through self-identification A company like Claritas creates audience segments for brands, but, SVP of Digital Solutions Barney Marvin said, those multi-channel identities are not resolved into one…

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