Data-driven marketing firm, Claritas, has acquired ArtsAI, which offers machine learning probabilistic attribution solutions to measures brands’ website and mobile app conversions. The acquisition will integrate ArtsAI’s technology into Claritas’s marketing solution. Claritas’ acquisition of ArtsAI is its fourth in the last six years. Collectively, the two companies serve over 1,300 clients, including brands like Progressive and T-Mobile, agencies like Horizon, MediaCom and Hearts & Science and publishers like iHeartMedia and SXM.

“We’ve spent the last five years transforming the Claritas business to expand and enhance our value proposition to better meet our customers’ evolving needs”, said Claritas CEO Mike Nazzaro. “We are hyper-focused on providing our clients with unparalleled ways to win, and the acquisition of ArtsAI helps achieve this objective. This acquisition will give us a significant advantage in the field of AI-based marketing measurement and optimization, and we fully expect it will help us continue and even increase the amazing growth we’ve experienced in the last five years.”

With the acquisition, Claritas said it will be able to provide marketers with a one-stop marketing optimization solution that allows them to leverage artificial intelligence throughout the entire lifecycle of their multichannel marketing campaigns. For example, marketers can use the rapid  testing enabled by AI to measure how specific audiences respond to ad formats and channels such as email, audio, CTV/OTT, or digital display in near real-time. They can then use that data to dynamically adjust audiences and messages to boost ROI.

“Combining the proprietary capabilities of Claritas and ArtsAI offers significant value for the marketplace,” said David Shiffman, EVP Research and Measurement at iHeart Media. “This acquisition showcases Claritas’ commitment to evolving audio measurement and helps ensure that publishers and marketers have access to strong, independent, third-party measurement of audio advertising.”