Claritas Announces Partnership with Comcast Advertising
With the Claritas-Comcast integration, marketers can improve audience precision, better manage reach and frequency, and gain a clearer view of performance across premium video.
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Claritas, a marketing optimisation and advanced analytics company, has announced a strategic partnership with Comcast Advertising, the advertising division of Comcast, to bring its highly curated audience segments and measurement capabilities into the AI-powered audience discovery engine behind Comcast Advertising’s Outcomes+ solution.
Through the integration, marketers can use highly curated segments to build, activate, and measure audiences across premium video through one workflow, creating a clear path from targeting to outcomes.
From Audience Creation to Attribution in One Connected Workflow
Marketers often face significant inefficiencies in reach and frequency due to media fragmentation from overexposure to missed households.
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By bringing Claritas’ data identity and measurement capabilities into Comcast Advertising’s rich first-party data environment, marketers can improve audience precision, better manage reach and frequency, and gain a clearer view of performance across premium video. This includes:
- Direct access to key consumer audience segments via PRIZM Premier, P$YCLE Premier, ConneXions Premier, and multicultural segments within Outcomes+
- More than 10,000 behavioural and demographic attributes to support advanced audience construction, activation, and optimisation
- Access to insights based on Claritas’ proprietary identity graph, connecting 600M+ linked devices to more than 255M people
- Cross-channel attribution to understand how media exposure drives real outcomes across online engagement, in-store activity, and offline sales
- Incremental lift analysis to help marketers better understand true campaign impact and return on investment
- Real-time performance visibility to deliver continuous optimisation and faster, more informed decision-making
“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.”
With Claritas intelligence embedded directly into campaign workflows, marketers gain a clearer view of what’s driving performance across premium video—from online engagement to in-store activity and offline sales.
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Those insights can then inform ongoing optimisation, helping advertisers make faster, more confident decisions and better understand campaign impact.
“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.”
This partnership builds on Claritas’ broader collaboration across the Comcast and NBCUniversal ecosystem, including work with NBCUniversal and FreeWheel to deliver consistent audience targeting and measurement solutions.
Together, these partnerships reflect Claritas’ commitment to working with the full Comcast family to provide unified data, identity, and measurement capabilities—helping marketers achieve more seamless activation and clearer, more accountable outcomes across the premium video landscape.
