What's Happening?
Claritas, a Cincinnati-based firm, has received certification from Amazon to deliver AI optimization across its ad ecosystem, 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 potential blueprint for simplifying the fragmented commerce media landscape, offering brands a more intelligent, scalable, and accountable marketing approach.
Why It's Important?
The certification of Claritas by Amazon is a significant milestone in the commerce media industry, as it allows for external optimization and measurement within Amazon's ad ecosystem. This move is expected to enhance marketing outcomes by providing real-time decision-making and enriched audience intelligence. Brands such as Expedia, VRBO, Experian, and Bayer are already using Claritas's optimization engine, experiencing improved performance metrics like higher incremental ROAS and increased match rates. The ability to optimize campaigns across Amazon's properties offers advertisers a competitive edge, encouraging them to invest more in media where optimization can run effectively.
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 push to become a one-stop AI-powered platform, closing the loop from planning to measurement to optimization. As the commerce media landscape continues to evolve, Claritas aims to provide a consistent methodology for measuring and optimizing across different channels and platforms, helping brands navigate the complexities of modern marketing.
