Claritas Buys Digital Media Tracking Firm Barometric

In the US, consumer segmentation specialist Claritas has acquired digital media tracking and measurement company Barometric for an undisclosed sum.

MRC accredited Barometric develops technology that tracks and organizes data for use in understanding cross-platform activity and provides insights for ongoing optimization and campaign management. The firm's proprietary identity graph technology collects mobile IDs across all environments - including web, app, rich media, video and brand studies - and matches these multiple IDs to a single user. Earlier this year, the company launched a solution for measuring and connecting the effectiveness of advertising in print media in driving both online and in-store conversions.

Claritas says that armed with Barometric's capabilities, it can now offer clients the ability to measure advertising performance and optimize audiences across media channels in real-time using both off-line and online data. CEO Mike Nazzaro (pictured) comments: 'The combination of Claritas and Barometric is fantastic news for any marketer who is looking for a more precise level of clarity and campaign optimization. By combining the best-in-class segmentation of Claritas with the unrivaled cross-platform measurement and verification that Barometric makes possible, businesses can better understand their leads' behavior from mobile app to desktop to in-store, or even intra-household purchasing paths across a family's separate devices'.

Web sites: www.claritas.com and www.barometric.com .