Claritas

Established leader in U.S. consumer segmentation and audience data, with strong brand recognition through the PRIZM system and growing digital identity capabilities.

Claritas is a veteran data and analytics company best known for its PRIZM segmentation system, which classifies U.S. consumers into distinct lifestyle and demographic segments. Originally founded as part of Claritas Corporation in the 1970s and later operating under Nielsen before being divested, Claritas provides marketers with deep consumer insights, identity resolution, and audience targeting capabilities across digital and traditional media channels. The company's data assets include household-level demographic, behavioral, and psychographic data covering virtually the entire U.S. population. In the AdTech ecosystem, Claritas serves as a critical data layer for advertisers, agencies, and media companies seeking to build precise audience segments for campaign targeting, measurement, and optimization. Its identity graph and data enrichment capabilities allow clients to connect first-party CRM data with third-party consumer intelligence, enabling more effective cross-channel marketing. The company also offers solutions for new mover marketing, financial services targeting, and multicultural audience identification. Claritas was reacquired by its management team and private equity backers after being divested from Nielsen in 2016, re-establishing itself as an independent company. It has since expanded its digital capabilities, investing in identity resolution, connected TV (CTV) targeting, and privacy-compliant data solutions. Claritas competes with companies like Experian Marketing Services, Acxiom, and Oracle Data Cloud in the broader data and audience intelligence market.