Media.net & Claritas Launch ELEVATE: A Game Changer for Programmatic Advertising
On October 1, 2025, Media.net and Claritas joined forces in New York to launch ELEVATE, a pioneering solution for the open web. This first-of-its-kind platform operates on the sell-side, offering real-time impression measurement, cross-format attribution, and automated inventory optimization.
ELEVATE aims to tackle structural inefficiencies in programmatic advertising. It addresses high-performing inventory deprioritization, cookieless traffic investment, and algorithmic volume preferences over quality. The solution also bridges measurement gaps, including oversight of high-performing inventory, deprioritization of cookieless traffic, and algorithmic preferences for volume over conversion quality.
The platform combines Media.net's inventory intelligence with Claritas' deterministic audience data and AI-driven attribution. This integration enables advertisers to optimize with greater precision, leading to higher CPMs for publishers. ELEVATE operates upstream in the supply chain, embedding attribution capabilities rather than relying on advertiser-side tracking mechanisms. Interested advertisers and agencies can contact [email protected] for more information.
ELEVATE's success will hinge on factors such as data accuracy, integration with existing workflows, and advertiser willingness to incorporate sell-side measurement into optimization decisions. With its launch on October 1, 2025, the platform promises to reshape programmatic advertising by prioritizing quality over volume and providing real-time, cross-format attribution and optimization.
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