Media.net launches sell-side attribution tool with Claritas - PPC Land

Media.net and Claritas launched ELEVATE, the first sell-side attribution and optimization solution for programmatic advertising, addressing measurement challenges in the open web ecosystem.

This groundbreaking platform embeds attribution capabilities directly into the supply chain, moving beyond traditional buy-side tracking to provide real-time measurement and optimization without requiring additional tags or pixels. ELEVATE combines Media.net's inventory intelligence with Claritas' AI-driven attribution to analyze performance across display, video, connected TV, and audio formats while addressing cookieless traffic limitations.

• Revolutionary approach: First sell-side attribution solution that operates upstream in the supply chain rather than relying on advertiser-side tracking mechanisms
• Real-time optimization: Automatically routes inventory toward highest-performing supply sources through dynamic traffic-shaping capabilities and intelligent decisioning
• Cookieless measurement: Provides visibility and attribution across Safari and other cookieless environments using contextual signals and alternative identifiers
• Performance transparency: Enables publishers to demonstrate actual conversion value, potentially commanding higher CPMs while giving advertisers confidence to invest with precision