Experts Say the Latest Release of the Solution is Precisely What Marketers Need to Maximize Media Effectiveness Across Broadcast and Related Channels

Claritas®, a leader in data-driven marketing, has unveiled its new AI Broadcast Attribution solution. This advanced tool enhances Claritas' existing broadcast attribution capabilities by integrating AI to provide deeper insights and greater precision in evaluating broadcast campaigns. The solution aims to optimize future campaigns and align broadcast strategies with digital counterparts, offering a comprehensive view of marketing performance. Claritas' extensive client base, including Kroger, Progressive, and MLB, will be the first to benefit from this new offering.

1. Enhanced Broadcast Attribution with AI

   • Introduction of AI Broadcast Attribution Solution: The new solution builds on Claritas' previous broadcast attribution tools by incorporating AI for improved insights and accuracy.
   • Features and Benefits:
     • Measures the impact of broadcast advertising with precision.
     • Provides a comprehensive analysis of broadcast performance within the broader media mix.
     • Offers a holistic view of marketing effectiveness by integrating broadcast strategies with digital channels.

2. Key Innovations in Version 4 (V4)

   • Comprehensive Measurement: V4 extends beyond measuring incremental lift to include a total pool of conversions influenced by broadcast ads.
   • Consistent Measurement: Incorporates a lookback window similar to digital channels for consistent cross-platform measurement.
   • Future Integration: Plans to include cross-media multitouch attribution to understand the combined impact of broadcast and other media channels.

3. Addressing Privacy and Accuracy

   • Navigating Privacy Legislation: The solution ensures accuracy despite evolving privacy laws by handling masked consumer identifiers effectively.
   • Enhanced Audience Insights: Provides detailed understanding of engaged and converting audiences, facilitating targeted outreach to similar audiences.

4. Advanced AI Capabilities

   • AI-Powered Predictions: Utilizes AI to predict conversions, distinguish genuine broadcast influence from background noise, and minimize false positives.
   • Oversight and Expertise: Developed under the guidance of Chief AI Officer Rex Briggs and his team, ensuring robust metrics and precise attribution.

5. Comprehensive Campaign Evaluation

   • Coverage: Evaluates exposure across satellite, radio, TV, and various channels, including over-the-air, streaming, and app-based platforms.
   • Reporting and Insights: Offers detailed reporting including last touch, multi-touch, same platform, cross-platform, and real-time metrics to support informed decision-making.

Claritas' new AI Broadcast Attribution solution represents a significant advancement in broadcast measurement and optimization. By integrating AI with its existing tools, Claritas provides marketers with the precision needed to evaluate and enhance their broadcast campaigns. With features like comprehensive measurement, consistent cross-platform analysis, and advanced AI capabilities, this solution is set to revolutionize media planning and attribution.