• by Laurie Sullivan , October 3, 2025

Media.net, a search intent-powered supply-side platform (SSP), today announced a partnership with Claritas, a provider of data-driven marketing attribution and optimization technology, introducing a sell-side measurement, attribution and optimization solution for the open web.

The partnership created a product called “Elevate,” which embeds attribution into the supply path, helping publishers achieve higher CPMs.

"The open web has always had the scale and the audience, but it's been missing is a better understanding of what sell-side signals drive performance," said Vaibhav Arya, CEO at Media.net.

The platform measures, validates, and optimizes every impression in real-time with actionable insights from publishers including websites, apps, or streaming services.

The partnership enables Media.net’s sell-side inventory intelligence to combine with Claritas’ deterministic audience data and AI-driven attribution.

Through the platform, advertisers and publishers can identify areas of the open web that drive results, and analyze and compare campaign results to look for strategies that drive new value. 

It continually optimizes performance, and does not require tags, pixels, or technical lift to initiate the platform. 

The companies also told MediaPost that the platform resolves long-standing programmatic inefficiencies. Safari and other cookieless traffic are deprioritized, and algorithms favor volume over quality leaving smaller publishers with stronger conversion rates at a disadvantage.

It addresses these gaps by providing full visibility into supply pools, restoring access to valuable cookieless audiences through contextual and alternative IDs, and shifting the focus from quantity to quality.