Claritas, a customer segmentation business allowing marketers to purchase audiences based on demographics and attributes, is reportedly being pursued for sale by investment bank Jefferies, as the adtech M&A market heats up.
Claritas, acquired by private equity group Carlyle in 2017 after it was spun out from Nielsen, aims to follow a modernizing playbook similar to that of Nielsen Catalina Solutions, leveraging data into the programmatic era.
Nielsen Catalina Solutions' leadership team, including CEO Mike Nazzaro, was designated to lead Claritas, with a focus on bringing data functionality into the digital age like NCS did.
Recent M&A activities in the adtech industry include Madhive-Frequence, Equativ-Sharethrough, Seedtag-Beachfront, and Verve-Jun Group acquisitions, along with reports of potential sales of SSPs Sonobi and 33Across.
Claritas, operating since 1961, segments audiences into groups like 'Country Squires' and 'Upper Crust,' offering services similar to data industry players Experian, Epsilon, Acxiom, and Merkle, which were acquired by holding companies.
[
add
]
[
|
|
...
]