Claritas has announced a strategic partnership with Comcast Advertising to integrate its audience intelligence and measurement capabilities into the AI-powered audience discovery engine that powers Comcast Advertising's Outcomes+ platform. The collaboration aims to provide marketers with a unified workflow for audience creation, activation, optimization, and attribution across premium video environments.
As advertisers increasingly seek measurable outcomes and greater transparency across fragmented media channels, the partnership is designed to improve audience precision, campaign performance visibility, and return on investment through advanced data and analytics capabilities.
Media fragmentation continues to challenge advertisers seeking efficient audience reach and frequency management. Brands often face issues ranging from audience overexposure to missed opportunities caused by disconnected targeting and measurement systems.
The integration of Claritas' data intelligence, identity graph, and measurement capabilities into Comcast Advertising's first-party data ecosystem is designed to address these challenges. Through Outcomes+, marketers can leverage audience intelligence and performance measurement within a single connected workflow, creating a more streamlined approach to campaign execution.
"We believe the future of TV advertising is more connected, more measurable, and more accountable for marketers," said Ambika Sahni, Vice President of Partnerships at Comcast Advertising. "With Claritas' audience intelligence and measurement capabilities in Outcomes+ combined with other leading data partners, we're making it easier for advertisers to turn premium video into a clear driver of performance."
The partnership gives marketers direct access to Claritas' consumer audience segmentation solutions, including PRIZM® Premier, P$YCLE® Premier, ConneXions® Premier, and multicultural audience segments within the Outcomes+ platform.
Advertisers will also gain access to more than 10,000 behavioral and demographic attributes to support audience discovery, campaign activation, and optimization efforts. These capabilities are powered by Claritas' proprietary identity graph, which connects more than 600 million linked devices to over 255 million individuals.
By combining audience intelligence with AI-powered discovery tools, marketers can create more precise audience profiles and improve targeting accuracy across premium video campaigns.
A key component of the collaboration is the addition of advanced measurement capabilities that provide greater visibility into campaign performance and business outcomes.
The integrated solution enables cross-channel attribution, allowing marketers to understand how media exposure influences online engagement, in-store visits, and offline sales. Incremental lift analysis further helps advertisers measure the true impact of campaigns and evaluate return on investment more effectively.
Real-time performance visibility also supports continuous optimization, enabling brands to make faster, data-driven decisions throughout the campaign lifecycle.
According to Claritas, embedding audience intelligence directly into campaign workflows helps marketers better understand the factors driving performance across premium video channels. These insights can be leveraged to improve media strategies, optimize audience engagement, and enhance overall campaign effectiveness.
"This partnership brings together best-in-class data, measurement, and premium media to help marketers operate with greater precision and confidence," said Chase Miller, Chief Growth Officer at Claritas. "By integrating our data, identity, and measurement solutions into Comcast Advertising's Outcomes+, we're enabling a more connected and measurable approach to campaign execution."
The partnership also builds on Claritas' broader collaboration across the Comcast and NBCUniversal ecosystem, including previous work with NBCUniversal and FreeWheel. Together, these efforts reflect an industry-wide focus on delivering unified audience targeting, measurement, and attribution capabilities across premium video advertising environments.
As advertisers continue to prioritize measurable outcomes and data-driven decision-making, the integration of audience intelligence, AI-powered discovery, and advanced attribution tools is expected to play an increasingly important role in optimizing advertising performance and accountability.
Comcast Advertising is the advertising division of Comcast. As a global leader in media, technology, and advertising, the company fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies, and other industry players. Comcast Advertising's Media Solutions team provides a streamlined way for advertisers to build brand relevancy and sustainable business outcomes through multiscreen TV advertising campaigns—powered by the media, data, and technology assets of Comcast. Reaching nearly 125 million households – including both Comcast and non-Comcast households – across all 210 DMAs, Comcast Advertising's Media Solutions delivers seamless, consolidated access to a wide range of premium video inventory and proof of performance using its media, data and technology assets. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, data types and sales channels, in order to ensure the ultimate goal – results for marketers. And, Comcast Advertising's Universal Ads enables brands of any size to seamlessly create, buy, and measure ads across premium video directly from top publishers with no fees. Comcast Advertising, along with NBCUniversal and Sky, is part of the Comcast Corporation.
Claritas is an integrated marketing optimization platform. For performance-driven marketers, Claritas delivers superior, measurable ROI by continuously optimizing audience, creative, and media decisions at every customer touchpoint — all outside the limitations of walled gardens. By combining our patented AI, privacy-compliant Identity Graph, and closed-loop attribution, Claritas empowers brands to gain full visibility into who they're reaching, how they're engaging, and what's truly driving conversions — across all channels, not just within closed ecosystems. Learn more at www.claritas.com.
