Jordan Bevan
Data-driven marketing company Claritas announced that it has acquired ArtsAI, an AI-driven marketing automation platform, for an undisclosed sum.
By boosting users’ capacity to predictably direct highly tailored and successful campaigns, the acquisition, which will incorporate ArtsAI’s patented, performance-enhancing technology into Claritas’ all-in-one marketing solution, will expedite client success, Claritas says.
The 50-year old Claritas is owned by Carlyle Group, a global investment firm with $381 billion of assets under management as of March 31, 2023. By identifying appropriate consumers, performing precise multichannel marketing interactions, and optimizing media spend across online and offline channels, the company offers a comprehensive solution suite that helps marketers to increase ROI.
“We’ve spent the last five years transforming the Claritas business to expand and enhance our value proposition to better meet our customers’ evolving needs”, said Claritas CEO Mike Nazzaro. “We are hyper-focused on providing our clients with unparalleled ways to win, and the acquisition of ArtsAI helps achieve this objective. This acquisition will give us a significant advantage in the field of AI-based marketing measurement and optimization, and we fully expect it will help us continue and even increase the amazing growth we’ve experienced in the last five years.”
Over 1,300 clients are served by Claritas and ArtsAI together, including companies like Progressive and T-Mobile, advertising agencies like Horizon, MediaCom, and Hearts & Science, and media companies like iHeartMedia and SXM.
ArtsAI, which was founded in 2018, specializes on audio, but its solutions also work well with display, digital video, and OTT/CTV. The company was recognized as the fastest-growing AdTech company in the 2023 INC 5000 ranking and #29 overall.
“Claritas’ acquisition of ArtsAI creates something very unique. The proprietary capabilities Claritas will now bring to the market provide the advantages of AI across the entire marketing lifecycle, from customer identification and message delivery to campaign measurement and ROI optimization.” Says Jim Brennan, Senior Partner at Boston Consulting Group. “The acquisition of ArtsAI will add new levels of intelligence that will deliver product advancements that do not exist today. It is another example of how Claritas continues to transform its business to meet the changing needs of marketers across all industries.”
Since separating from Nielsen with investment company Carlyle Group’s backing six years ago with the goal of creating a closed-loop marketing platform, ArtsAI is Claritas’ fourth acquisition. The companies Geoscape, which specializes in multicultural audience targeting, Barometric, which specializes in ad monitoring and measurement, and AcquireWeb, which specializes in CRM and identification, are previous acquisitions.
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