What's Happening?
Claritas, a Cincinnati-based firm, has been certified by Amazon to deliver AI optimization across Amazon's owned and operated properties, including streaming TV, online video, display, and mobile placements. This certification is part of the Amazon Ads Partner Network and reflects Claritas's ability to meet Amazon's standards for activation, delivery, and reporting. The certification allows advertisers to use Claritas's Clair AI optimization engine and Identity Graph directly across Amazon Ads inventory, optimizing campaigns in real-time for audience targeting, creative performance, and attribution. This development is seen as a significant step in simplifying the fragmented commerce media landscape, offering brands a model for more intelligent, scalable, and accountable marketing outcomes.
Why It's Important?
The certification of Claritas by Amazon marks a pivotal moment in the commerce media landscape, as it allows external optimization and measurement within Amazon's ecosystem, traditionally dominated by its own solutions. This move is expected to drive up to 20% higher incremental ROAS and achieve match rates significantly greater than competing solutions, according to Claritas. Brands such as Expedia, VRBO, Experian, Silver Seas Cruises, Indeed, and Bayer are already utilizing Claritas's optimization engine, experiencing performance lifts that encourage further investment in media where optimization can run. This development could lead to a more streamlined approach to media planning and budget optimization, addressing the measurement challenges faced by marketers with over 230 retail media networks competing for ad budgets.
What's Next?
Claritas is piloting AI-driven media planning and budget optimization with a tool called Okra, which dynamically allocates spend and audiences to meet campaign objectives. This initiative is part of a broader strategy to become a comprehensive AI-powered platform, closing the loop from planning to measurement to optimization. The company anticipates a future where AI agents, rather than humans, make buying decisions, presenting new challenges in selling to agents instead of consumers. Claritas aims to help brands navigate these changes, leveraging its experience in turning research data into actionable marketing strategies.
Beyond the Headlines
The certification by Amazon could signal a shift in how commerce media is approached, with AI playing a central role in decision-making processes. This evolution may lead to ethical considerations regarding AI's influence on consumer behavior and the transparency of AI-driven marketing strategies. As AI becomes more integrated into commerce media, companies will need to address these concerns while adapting to rapid technological advancements.
