Claritas

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.

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.