Media.net launches sell-side attribution tool with Claritas

Media.web introduced a partnership with Claritas on October 1, 2025, to launch ELEVATE, described as the primary sell-side attribution, measurement, and optimization answer designed for the open internet. The collaboration between the search intent-powered supply-side platform and the data-driven advertising attribution supplier goals to handle measurement gaps which have traditionally restricted efficiency visibility in programmatic promoting.

The announcement marks a departure from conventional buy-side measurement approaches. ELEVATE operates inside the sell-side path itself, embedding attribution capabilities upstream within the provide chain relatively than counting on advertiser-side monitoring mechanisms. Media.web’s stock intelligence combines with Claritas’ deterministic viewers information and synthetic intelligence-driven attribution to allow real-time measurement and validation of impressions with out requiring extra technical implementation comparable to tags or pixels.

Vaibhav Arya, CEO at Media.web, acknowledged that “the open internet has at all times had the dimensions and the viewers — what it has been lacking is a greater understanding of what sell-side indicators drive efficiency.” He defined that ELEVATE addresses this by “embedding attribution immediately into the availability path, serving to publishers obtain larger CPMs by permitting patrons the boldness to take a position with precision.”

The platform’s technical structure permits complete attribution throughout a number of conversion varieties, together with website visits, app installations, lead technology, and buy transactions. ELEVATE analyzes end-to-end efficiency indicators to facilitate what Media.web describes as clever sell-side decisioning, robotically routing stock towards methods that exhibit the strongest outcomes throughout show, video, related tv, and audio codecs.

Ken Lagana, Chief Income Officer at Media.web, emphasised that the answer extends past primary measurement capabilities. “ELEVATE goes past measurement and efficiency — it creates a rising tide throughout the open internet,” Lagana acknowledged. “By bringing readability, proof, and perception to each impression, ELEVATE empowers patrons, publishers, and customers alike, driving stronger outcomes and better expectations throughout the ecosystem.”

The platform’s core performance facilities on 4 main capabilities. First, it identifies particular areas of the open internet that generate outcomes, analyzing the intention, context, content material, stock varieties, and environments related to high-performing impressions. This information informs optimization methods that may be scaled throughout campaigns.

Second, ELEVATE measures true incremental raise by evaluating marketing campaign outcomes and isolating methods that ship precise new worth relatively than merely capturing current demand. This addresses a persistent problem in digital promoting measurement, the place attribution fashions usually battle to differentiate between incremental conversions and people who would have occurred no matter advert publicity.

Third, the platform permits steady optimization via Media.web’s dynamic traffic-shaping capabilities and sell-side decisioning mechanisms that direct stock towards the highest-performing provide sources. Fourth, activation requires no extra technical implementation, eliminating the necessity for tags, pixels, or different monitoring infrastructure that usually requires coordination between a number of events.

The answer additionally makes an attempt to handle structural inefficiencies in programmatic promoting markets. Media.web identifies a number of particular issues that ELEVATE targets: high-performing stock that will get deprioritized by demand-side platforms, Safari and different cookieless visitors that receives much less funding, and algorithmic preferences for quantity over high quality that drawback smaller publishers with robust conversion charges.

PPC Land has extensively covered challenges in programmatic advertising measurement, notably as third-party cookie deprecation has sophisticated attribution fashions. The platform’s evaluation has highlighted how adjustments in monitoring capabilities have created measurement blind spots, particularly for publishers working outdoors main walled backyard ecosystems.

By offering visibility into provide swimming pools no matter cookie availability, ELEVATE makes an attempt to revive entry to audiences which have develop into more durable to trace and measure. The platform incorporates contextual indicators and various identifier applied sciences to keep up measurement capabilities throughout cookieless environments, shifting focus from impression amount to conversion high quality.

Paul Rossetti, Chief Income Officer at Claritas, described the technical rationale for the partnership. “ELEVATE turns proof into efficiency — giving advertisers the readability to see what works and the ability to optimize it in actual time,” Rossetti acknowledged. “Partnering with Media.web was important as a result of their sell-side intelligence mixed with our attribution makes it attainable to ship accountability and outcomes throughout the open internet like by no means earlier than.”

The implications for publishers heart on potential income optimization. By demonstrating which stock generates precise conversions relatively than counting on proxy metrics or buy-side assumptions, publishers could possibly command larger cost-per-thousand-impression charges for stock that proves efficient. This might notably profit smaller publishers whose conversion charges is likely to be robust however whose scale would not set off algorithmic preferences in demand-side platforms.

For advertisers and companies, ELEVATE represents another measurement strategy that does not rely upon their very own monitoring infrastructure. The sell-side positioning means attribution information originates from the availability path itself relatively than requiring coordination of monitoring pixels throughout a number of publishers. This might simplify marketing campaign measurement, particularly in eventualities the place technical implementation of buy-side monitoring proves difficult.

The platform’s real-time optimization capabilities additionally differ from post-campaign evaluation approaches. Fairly than evaluating efficiency after a marketing campaign concludes, ELEVATE’s integration into the availability path permits dynamic allocation of stock based mostly on ongoing efficiency indicators. Media.web signifies this occurs robotically via traffic-shaping mechanisms that favor higher-performing provide sources as campaigns run.

Media.web operates as an unbiased supply-side platform centered on contextual and search intent indicators. The corporate positions itself as offering “context-rich, open web scale with the efficiency alternatives of walled gardens.” Claritas describes its platform as combining patented synthetic intelligence, a privacy-compliant identification graph, and closed-loop attribution to offer visibility into viewers attain, engagement patterns, and conversion drivers throughout channels.

The October 1, 2025, launch date positions ELEVATE in a programmatic promoting panorama more and more formed by privateness laws, cookie deprecation, and demand for efficiency accountability. Attribution and measurement have develop into central challenges as conventional monitoring strategies face technical and regulatory constraints. Options that function with out third-party cookies or in depth monitoring infrastructure handle rising market wants.

The advertising group has grappled with measurement fragmentation as completely different platforms use various attribution fashions, lookback home windows, and conversion definitions. Industry discussions on PPC Land have examined how fragmented measurement creates challenges for budget allocation and performance comparison. A sell-side attribution answer introduces a unique information supply into these discussions, doubtlessly offering a counterpoint to buy-side measurement or enabling validation throughout a number of measurement approaches.

Whether or not ELEVATE beneficial properties adoption will rely upon elements together with information accuracy, integration with current workflows, and advertiser willingness to include sell-side measurement into optimization selections. The platform’s requirement for no extra technical implementation might decrease adoption boundaries, however questions on methodology, information privateness compliance, and measurement validity will doubtless form market reception.

Media.web indicated that advertisers and companies involved in activating campaigns via ELEVATE can contact [email protected] for extra data. Particular particulars about pricing fashions, minimal spend necessities, or geographic availability weren’t disclosed within the announcement.

Timeline

• October 1, 2025: Media.web and Claritas announce the launch of ELEVATE, the primary sell-side attribution, measurement, and optimization answer for the open internet
• October 1, 2025: Platform goes reside with capabilities together with real-time impression measurement, cross-format attribution (show, video, CTV, audio), and automatic stock optimization
• October 1, 2025: Media.web begins accepting inquiries from advertisers and companies involved in activating ELEVATE campaigns

Abstract

Who: Media.web, a search intent-powered supply-side platform, partnered with Claritas, a data-driven advertising attribution supplier, to develop and launch the answer. The platform targets advertisers, companies, and publishers within the programmatic promoting ecosystem.

What: ELEVATE is described as the primary sell-side attribution, measurement, and optimization answer for the open internet. It combines Media.web’s stock intelligence with Claritas’ deterministic viewers information and AI-driven attribution to measure, validate, and optimize impressions in actual time with out requiring tags, pixels, or extra technical setup. The platform gives attribution throughout a number of conversion varieties and permits automated traffic-shaping based mostly on efficiency indicators.

When: The partnership and platform launch had been introduced on October 1, 2025, in New York.

The place: ELEVATE operates inside the sell-side path of programmatic promoting transactions throughout the open internet, masking show, video, related tv, and audio codecs. It addresses stock globally via Media.web’s supply-side platform.

Why: The answer goals to handle measurement gaps in programmatic promoting, notably challenges with high-performing stock that will get missed, cookieless visitors that will get deprioritized, and algorithmic preferences for quantity over conversion high quality. By embedding attribution immediately within the provide path, ELEVATE makes an attempt to offer efficiency visibility that has been restricted by conventional buy-side measurement approaches, doubtlessly enabling publishers to command larger CPMs and advertisers to optimize with higher precision.