Media.net & Claritas Launch ELEVATE: First Sell-Side Attribution Platform for Open Web
Media.net and Claritas have joined forces to launch ELEVATE, the first sell-side attribution, measurement, and optimization solution for the open web. The platform aims to address measurement gaps in programmatic advertising and enable publishers to command higher cost-per-thousand-impression rates.
ELEVATE operates within the sell-side path, embedding attribution capabilities upstream in the supply chain for real-time measurement and validation of impressions without additional technical implementation. It addresses measurement gaps in programmatic advertising, including high-performing inventory that gets deprioritized, cookieless traffic, and algorithmic preferences for volume over quality.
The platform combines Media.net's inventory intelligence with Claritas' deterministic audience data and AI-driven attribution for real-time measurement and optimization across display, video, connected television, and audio formats. ELEVATE's real-time optimization capabilities differ from post-campaign analysis approaches, dynamically allocating inventory based on ongoing performance signals.
ELEVATE's success will depend on factors such as data accuracy, integration with existing workflows, and advertiser willingness to incorporate sell-side measurement into optimization decisions. Advertisers and agencies interested in activating campaigns through ELEVATE can contact [email protected] for additional information. The platform's launch on October 1, 2025, positions it in a programmatic advertising landscape shaped by privacy regulations and cookie deprecation.
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