From our Who’s Buying What page: At the start of CES 2025, Audacy announced a partnership with Claritas, a marketing data analytics provider, to implement a solution aimed at delivering better insights into advertiser campaigns.
According to a release, the tool will integrate directly with Audacy’s broadcast spot logs, measuring reach and impression frequency for both broadcast and digital audio campaigns.
Claritas says its Identity Graph tool provides detailed data about American consumers, including entertainment and shopping preferences, through privacy-compliant methods. The company stated when combined with AI-based analysis that the tool will enable Audacy advertisers to gain a deeper understanding of their campaign performance.
“Multi-platform audio campaigns that combine traditional radio with digital deliver better outcomes for our advertiser partners’ audio investments and enhance their overall media plans,” said Paul Suchman, Audacy’s chief marketing officer, in the release.
Claritas also noted the solution can identify website traffic driven by Audacy’s radio campaigns by comparing exposed and unexposed markets. The company added that the data can be delivered in “near real-time,” giving advertisers an easier way to optimize their campaigns more effectively.
