Claritas, a leader in marketing optimization and advanced analytics, today announced a strategic partnership with Comcast Advertising, the advertising division of Comcast, to bring its highly curated audience segments and measurement capabilities into the AI-powered audience discovery engine behind Comcast Advertising’s Outcomes+ solution. Through the integration, marketers can use highly curated segments to build, activate and measure audiences across premium video through one workflow, creating a clear path from targeting to outcomes.
Marketers often face significant inefficiencies in reach and frequency due to media fragmentation from overexposure to missed households. By bringing Claritas’ data identity, and measurement capabilities into Comcast Advertising’s rich first-party data environment, marketers can improve audience precision, better manage reach and frequency, and gain a clearer view of performance across premium video. This includes:
- direct access to key consumer audience segments via PRIZM® Premier, P$YCLE® Premier, ConneXions® Premier, and multicultural segments within Outcomes+;
- more than 10,000 behavioral and demographic attributes to support advanced audience construction, activation and optimization;
- access to insights based on Claritas' proprietary identity graph, connecting 600 million-plus linked devices to more than 255 million people;
- cross-channel attribution to understand how media exposure drives real outcomes across online engagement, in-store activity and offline sales;
- incremental lift analysis to help marketers better understand true campaign impact and return on investment; and
- real-time performance visibility to deliver continuous optimization and faster, more informed decision-making.
“We believe the future of TV advertising is more connected, more measurable and more accountable for marketers,” Sahni said. “With Claritas’ audience intelligence and measurement capabilities in Outcomes+ combined with other leading data partners, we’re making it easier for advertisers to turn premium video into a clear driver of performance.”
With Claritas intelligence embedded directly into campaign workflows, marketers gain a clearer view of what's driving performance across premium video — from online engagement to in-store activity and offline sales. Those insights can then inform ongoing optimization, helping advertisers make faster, more confident decisions and better understand campaign impact.
“This partnership brings together best-in-class data, measurement and premium media to help marketers operate with greater precision and confidence,” said Chase Miller, chief growth officer at Claritas. “By integrating our data, identity and measurement solutions into Comcast Advertising’s Outcomes+, we’re enabling a more connected and measurable approach to campaign execution.”
This partnership builds on Claritas’ broader collaboration across the Comcast and NBCUniversal ecosystem, including work with NBCUniversal and FreeWheel to deliver consistent audience targeting and measurement solutions. Together, these partnerships reflect Claritas’ commitment to working with the full Comcast family to provide unified data, identity, and measurement capabilities — helping marketers achieve more seamless activation and clearer, more accountable outcomes across the premium video landscape.
This article is a newswire. The above information is reprinted from one or more press releases from the companies involved. StreamTV Insider publishes newswires for the benefit of our readers and does not take ownership of the original material. Read the press release here.
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