Audience data company Claritas hired investment bank Jefferies to pursue a sale, according to two sources familiar with the matter.
Claritas is a customer segmentation business that lets marketers buy audiences according to different demographics and attributes. It has been operating since 1961, segmenting audiences into categories like “Country Squires” and “Upper Crust.” The company offers similar services to data firms like Experian, Epsilon, Acxiom and Merkle, the last three of which were acquired by holding companies, according to an adtech source familiar with the business.
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