Claritas works directly with brands and some agencies to enhance their CRM data. By adding Claritas’ consumer data, for instance, a brand could expand its addressable audience, which is particularly important for CPGs and other companies without much first-party data. Claritas also licenses data directly to major platform resellers such as Oracle, LiveRamp and The Trade Desk.
The new data-driven advertising revenue is marginal compared to the longstanding audience syndication business from its Nielsen days, but Nazzaro said it’s growing as a percent of overall revenue and will accelerate moving forward.
The standalone businesses of AcquireWeb, Barometric and Geoscape will eventually be combined into a single Claritas product suite, he said. “Our vision is to integrate them and form one very compelling data lake and identity graph that fuels lots of products.”