Claritas
Marketing data, identity and activation platform for advertisers and agencies.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Claritas, LLC
- Entity type
- COMPANY
- Founded
- 1971
- Headquarters
- United States
- Company size
- 50–200
- Market role
- Data Provider / Broker
- Official website
- claritas.com
What Claritas does
Claritas creates value by aggregating and modelling consumer and household data into proprietary segmentation products, identity graphs and audience assets, then packaging these assets into software tools and activation services. Clients use Claritas to plan audiences, enrich customer records, activate campaigns through partner platforms and measure campaign performance. Revenue is generated from recurring software access, data licensing and paid execution or analytics services layered on top of the data estate.
Category differentiation
This is the US marketing data and audience intelligence company, not a general management consultancy or a standalone foundational AI model provider. Its core business is proprietary data, identity resolution, segmentation, activation and measurement for marketers.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Claritas is a US-based data-driven marketing company that sells consumer data, identity resolution, audience segmentation, analytics and campaign activation tools to marketers, agencies, planners and analytics teams. Its core assets include a proprietary identity graph, established segmentation products such as PRIZM Premier and P$YCLE Premier, software platforms such as Claritas 360 and SPOTLIGHT, and measurement and attribution capabilities. The company also provides managed multichannel execution through a partner network. Claritas makes money through a hybrid model of SaaS subscriptions, licensed data assets and managed service fees. Customers use the platform suite to discover audiences, build segments, activate campaigns across channels including email, social and display, and measure outcomes. The business is best understood as a blend of Data Provider / Broker, MarTech Vendor and B2B SaaS Provider, with some service-led programmatic and campaign execution revenue.
Company news briefing
Briefing updated:
Claritas, a Carlyle portfolio company, has deepened its Comcast Advertising partnership by integrating over 10,000 behavioural attributes and proprietary segments—including PRIZM® Premier and P$YCLE® Premier—into the Outcomes+ platform for real-time attribution. This expansion, coupled with a strategic shift towards prioritising audience intelligence for optimising publisher revenue packages, reflects Carlyle’s broader emphasis on scaling specialised platforms through advanced technology. Leveraging its identity graph of 600 million devices, Claritas is addressing industry-wide data latency and media waste, reinforcing its role in providing the transparency and measurement accountability required to scale the premium video ecosystem.
Business model & monetisation
Claritas uses a hybrid monetisation approach. SPOTLIGHT and related platforms are sold on subscription or SaaS access terms; identity graph access, syndicated audiences, custom audiences and segmentation products are licensed as proprietary data assets, likely priced by usage, volume, seat count, audience size or campaign scope; and multichannel execution plus measurement services generate service fees or campaign-based charges. AI-led optimisation appears bundled into broader platform and data contracts rather than sold as standalone foundational AI infrastructure.
- Platform subscriptions for analytics and planning tools
- SaaS / software access
- Licensed audience data, identity graph access and segmentation assets
- Data licensing and usage-based fees
- Managed multichannel campaign execution
- Service fee / campaign-based pricing
- Measurement and attribution solutions
- Software subscription or service fee
- AI-enabled optimisation features
- Bundled premium feature set within platform and data agreements
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Claritas LLC
IAB vendor record: 1146
- Cookies declared
- No
- Non-cookie access declared
- Yes
- Declared feature IDs
- 3
- Declared special purpose IDs
- 2
Products & market categories
Technology
Service
Ad Format
Subsidiaries & acquisitions
- ArtsAI
AI adtech for personalisation, attribution and campaign optimisation.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about Claritas
What is Claritas?
Claritas is a marketing data and audience intelligence company that provides identity resolution, segmentation, analytics, activation and measurement tools for business customers.
Who uses Claritas?
Its users are mainly brand marketers, agencies, media planners, analysts, research teams and marketing operations teams that need audience insights and cross-channel activation.
How does Claritas make money?
Claritas makes money from software subscriptions, licensing proprietary audience and identity data, and charging for managed campaign execution and measurement services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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