Claritas launches groundbreaking AI-powered broadcast attribution solution

Claritas, a leader in data-driven marketing, has unveiled a powerful new AI Broadcast Attribution solution, designed to enhance its existing broadcast attribution capabilities by integrating advanced AI technology. This innovative solution equips marketers with the precise insights and accuracy required to measure and optimize the effectiveness of their broadcast campaigns. Additionally, it enables data-driven optimization of future campaigns and seamlessly aligns broadcast strategies with digital efforts, providing a comprehensive view of marketing performance. Claritas’ 1,300 clients, including major brands like Kroger, Progressive, and MLB, will be among the first to benefit from this cutting-edge solution.

Mike Nazzaro, CEO of Claritas mentioned that precise broadcast measurement, advanced real-time analytics, and consistent insights across platforms are essential in today’s marketing landscape, and Claritas is uniquely positioned to deliver at this level.  With this new solution, marketers can confidently rely on their broadcast strategies to generate the highest ROI.

At its core, Claritas’ AI broadcast solution addresses critical customer needs by offering a robust system for accurately measuring the impact of broadcast advertising. It also enables seamless analysis of broadcast performance within a broader media mix, allowing marketers to optimize their media planning and audience targeting strategies by eliminating the assumptions that were previously necessary.

As privacy legislation continues to evolve, the new broadcast attribution solution ensures accuracy by effectively navigating masked consumer identifiers. This provides marketers with a comprehensive awareness of engaged and converting audiences, as well as the capacity to identify similar audiences for targeted outreach, thereby empowering them with deep audience insights.

The AI Broadcast Attribution solution (V4) builds on Claritas’ previous offerings by not only measuring the incremental lift from broadcast ads but also considering the total pool of conversions potentially influenced by a campaign. This approach provides a more comprehensive understanding of the true impact of broadcast advertising. Furthermore, V4 implements a lookback window that is comparable to those employed in digital channels, which facilitates consistent measurement across platforms. In the near future, cross-media multitouch attribution will be integrated, allowing advertisers to understand the combined influence of broadcast advertising and other media channels, resulting in a more detailed and accurate assessment of a campaign’s effectiveness.

In response to the requirements of Claritas’ most valuable clients and under the guidance of Chief AI Officer Rex Briggs and his team, the AI that connects broadcast and digital platforms was created. In order to guarantee precise broadcast attribution supported by robust metrics, Claritas employs sophisticated AI to predict conversions, differentiate genuine broadcast influence from background noise, and minimise false positives.

Chief AI Officer Rex Briggs mentioned that their broadcast attribution capabilities allow marketers to precisely determine the impact of various tactics within broadcast media, including satellite radio and television, on sales or conversions. As the industry’s only measurement solution offering this level of insight across multiple channels, they are committed to pioneering advancements in marketing attribution, enabling businesses to optimize their strategies with unparalleled precision.

Satellite, radio, and television exposure across a variety of platforms, such as over-the-air, streaming, and app-based channels, are all included in this comprehensive campaign evaluation system. Claritas provides marketers with the assurance to make informed decisions on critical performance indicators such as sales by employing rigorous modelling techniques to provide both aggregated and precise insights.