• by Fern Siegel , September 13, 2023

Claritas, a data-driven marketing company, has acquired ArtsAI, an AI-powered ad tech company. The acquisition is intending to drive more efficient and profitable campaigns through additional third-party measurement tools.

Financial terms were not disclosed.

Claritas and ArtsAI collectively serve more than 1,300 clients, including brands such as Progressive and T-Mobile, agencies Horizon, MediaCom and Hearts & Science, and publishers iHeartMedia and SXM.

Claritas CEO Mike Nazzaro, said: "We are hyper-focused on providing our clients with unparalleled ways to win. This acquisition will give us a significant advantage in the field of AI-based marketing measurement and optimization."

Marketers can use super-fast testing enabled by AI to measure how specific audiences respond to cross-platform ads — email, audio, CTV/OTT or digital display in near real-time. They can then utilize the data to dynamically adjust audiences and messages to enhance ROI.

Lauren Russo, EVP-managing partner at Horizon Media, noted the acquisition adds "another layer of expertise and insights that we can leverage on behalf of our clients. Claritas is uniquely positioned through their identity graph to offer a single suite of solutions to help with industry-leading audience insights, campaign activation and attribution measurement."

In August, Claritas partnered with AnalyticsIQ, a provider of predictive people-based data, to offer PRIZM Premier segmentation codes. With this alliance, clients from various verticals can execute targeted marketing communications across multichannel media.

This is the fourth company acquisition since Nazzaro became CEO in 2017.

Claritas is owned by the Carlyle Group.