In-Depth Research Report: Claritas Data API

Date: May 14, 2025

Introduction
This report provides a detailed investigation into the Claritas Data API, also known as
Claritas 360 Web Services. The research explores its core functionalities, data offerings,
technical specifications, security and compliance measures, and its position within the
competitive landscape of data service providers. The primary goal is to offer a
comprehensive understanding of the Claritas Data API for businesses considering its
integration for marketing, analytics, and customer intelligence purposes. The report draws
upon official documentation, publicly available resources from Claritas, and information
regarding its key competitors, including Experian and Acxiom. The findings are structured
to cover an overview of the API, its features and capabilities, data security and compliance,
real-world use cases, and a comparative analysis against other major players in the market.
This research aims to equip readers with the necessary insights to evaluate the suitability
of the Claritas Data API for their specific organizational needs and strategic objectives in
leveraging consumer and market data.

Claritas Data API: Features and Capabilities

This section analyzes the features and capabilities of the Claritas Data API, drawing upon
the official Claritas 360 Web Services Guide and observed use cases.

1. Overview
The Claritas Data API, specifically through its Claritas 360 Web Services, provides
programmatic access to Claritas’s extensive datasets and analytical tools. This allows
businesses to integrate Claritas’s data and insights directly into their own applications and
workflows, automating processes and enhancing decision-making without needing to use
the standard Claritas 360 user interface.

2. Authentication and Authorization

Access to the Claritas 360 Web Services is secured through a two-step process: * Procuring
Authorization: Users must first obtain a REFRESH_TOKEN from their Claritas account
representative. This token is essential for accessing specific services, such as File
Enhancement. * Authentication: To make API calls, users must generate an
access_token. This is done by making a GET request to the authentication endpoint
(https://claritas360.claritas.com/smsapi/authentication/auth/webservic
e/login) with the refresh_token in the headers. The access_token received is a one-
time use token and needs to be regenerated for subsequent calls or after expiry.
This token-based authentication ensures that only authorized users can access the API and
its data.
3. Input and Output Formats
The API supports different types of input for its web service calls: * JSON Input: Many
services accept input parameters formatted as a JavaScript Object Notation (JSON) object.
The Content-Type header for such requests should be set to application/json. The
API typically returns responses in JSON format as well. * File Input: For batch processing
services, such as File Enhancement Batch, the API supports multipart form-data input. This
allows users to upload files (e.g., CSV or TXT) containing data to be processed. The
Content-Type header for these requests is multipart/form-data.

4. Core Services and Capabilities

The Claritas 360 Web Services Guide details several key service categories:

4.1. File Enhancement Services

These services are designed to enrich address data with various Claritas data elements. *
Single Address Look Up: Allows for the enhancement of a single address with licensed
geocodes, segmentation codes (like PRIZM Premier), and other demographic or behavioral
variables. This is useful for real-time data enrichment, for example, at the point of customer
data entry. * File Enhancement Batch: Enables the processing of entire files (CSV, TXT) of
addresses in batch mode. This is suitable for large-scale data enrichment projects, such as
cleaning and appending data to an existing customer database. Users can specify user
options for the batch process. * File Enhancement Job Status: Provides a mechanism to
check the status of a submitted batch file enhancement job and retrieve the output file once
processing is complete. * Data Appended: Default columns appended for File
Enhancement geocoding include standardized address components, latitude/longitude,
block group, match codes, and various ZIP code levels.

4.2. Business List Services

These services facilitate the creation and retrieval of business lists based on specified
criteria. * Submit Business List Service Call: Allows users to submit criteria (e.g.,
industry, location, size) to generate a list of businesses. Input is typically provided as a
JSON file. * Submit Business Count Service Call: Enables users to get a count of
businesses matching specific criteria before generating the full list. * Get Job Status
Service Call: Used to check the status of a business list generation job and retrieve the
resulting business list report.

4.3. Report Services

These services allow users to generate various predefined reports available within the
Claritas 360 platform. * Submit Report Service Call: Users can request standard Claritas
reports (e.g., Pop-Facts Demographic Reports, Retail Market Power Reports) by submitting
a JSON request specifying the report type and parameters (like trade areas or specific
variables). * Get Job Status Service Call: Similar to other services, this call is used to
monitor the status of a report generation job and retrieve the final report once it’s ready.
5. Data Available Through the API
The API provides access to a wide array of Claritas’s proprietary and licensed data,
including but not limited to: * Demographic Data: Population, age, income, ethnicity,
education, housing characteristics from Claritas’s demographic updates. * Segmentation
Data: Access to Claritas’s market segmentation systems like PRIZM® Premier, P$YCLE®,
and ConneXions®, which classify households or consumers into distinct lifestyle and
behavioral groups. * Consumer Behavior Data: Insights into consumer spending, media
consumption, and lifestyle choices. * Business Data: Information on businesses, including
firmographics, for B2B marketing and analysis. * Geographic Data: Geocodes, census
geographies (block groups, tracts), and custom trade area analysis.

6. Integration and Use Cases

The API is designed for integration into various business systems and applications. Based
on the case studies reviewed, common use cases include: * Audience Segmentation and
Targeting: Identifying and understanding target audiences for marketing campaigns. For
example, a global health and nutrition brand might use Claritas data to define and reach
specific consumer segments interested in their products. * Market Analysis: Evaluating
market potential, understanding competitive landscapes, and identifying growth
opportunities. Financial institutions like First Service Credit Union or Suncoast Credit
Union might use these insights for branch planning or member acquisition. * Personalized
Marketing: Tailoring marketing messages and offers based on detailed consumer profiles.
Companies like Omaha Steaks could leverage this for more effective direct marketing. *
Customer Data Enrichment: Appending demographic, lifestyle, and behavioral data to
existing customer records to gain a 360-degree view of the customer. * Media Planning
and Buying: Optimizing media spend by identifying the most effective channels to reach
target audiences, as might be done by media companies or advertisers like ESPN Digital
(Good Karma Brands). * Site Selection and Network Planning: For retail, healthcare, or
service industries (e.g., Shell Oil and Gas, Omni Hotels & Resorts) to identify optimal
locations for new outlets or services.
The API’s ability to handle both single lookups and batch processing, along with its
reporting capabilities, makes it a versatile tool for businesses across various sectors
including retail, finance, healthcare, media, and CPG.

7. Technical Support and Documentation

The Claritas 360 Web Services Guide provides technical details, including sample Java code
using Spring’s RestTemplate, to help developers integrate the API. The guide also mentions
the availability of technical support and provides URLs for both production
(https://claritas360.claritas.com) and staging/testing
(https://claritas360stg.claritas.com) environments.

8. Limitations and Considerations (from documentation)

• Licensing: Access to specific data elements is dependent on the user’s license
agreement with Claritas. An error message will appear if a user attempts to access
data for which they are not licensed.
 • Token Management: Access tokens are single-use and require regeneration, which
developers need to manage in their applications.
• API Versioning: The provided documentation is dated May 2020. Users should
verify if newer versions or updates to the API and its documentation are available.
This analysis highlights the Claritas Data API as a powerful tool for businesses seeking to
leverage rich consumer and market data for strategic decision-making and operational
efficiency.

Data Security and Compliance

This section outlines the data security and compliance practices of Claritas, primarily based
on their official Privacy Policy and legal resources. Understanding these aspects is crucial
for any organization considering the use of Claritas data and APIs, especially concerning
the handling of personal and sensitive information.

Privacy Policy & Legal Resources - Claritas LLC

Claritas Privacy Notice

Last Updated: September 9, 2024
Claritas, LLC (“Company” (“Claritas” or “we” “us” “our”) is a data-driven marketing
company that helps marketers find the best prospects, improve marketing execution, and
deliver superior ROI. We provide targeted advertising and marketing services for our
advertiser, advertising agency and publisher customers and help them to create, manage
and measure served advertisements, measure website and other digital property visits, and
monitor the effectiveness of advertising campaigns.
To provide our services, we collect and use information about consumers who are targeted
with ads and visit measured websites. By “information” we mean information relating to an
identified or identifiable consumer or that is considered “personal information” or
“personal data” under applicable law.
This Privacy Policy describes:
• The types of information Claritas collects from consumers.
• How that information is collected and used.
• To whom that information is disclosed.
• Consumer choices regarding the collection and use of such information.
• How that information is secured.
See additional relevant disclosures if you are a consumer who lives in: California Colorado,
Connecticut, Montana, Oregon, Texas, Utah, or Virginia Nevada
For our contact details, see the Contact Us section below.
What Information We Collect
We collect the following categories of information about consumers:
• Device identifiers, such as Ad IDs and IP addresses. Ad IDs are user-resettable
identifiers (such as the Apple IDFA or Android Advertising ID) found in mobile
device operating systems. IP addresses are numbers that identify a device
connected to an internet network. IP addresses may be hashed or encrypted based
on local legislation or other requirements.
Device identifiers may also include both identifiable and pseudonymous advertiser
identifiers, which are unique identifiers generated by us or a third party that are
linked to a device and may or may not be intended to identify a consumer.
• Device information, such as operating software and browser details (e.g., type,
version, and configuration), internet service provider details, and regional and
language settings.
• Internet activity, such as device browsing history and interactions, date and times
of visits, domains and pages visited, referring and exiting pages, and ad data. Ad data
is data about the online ads that have been served or attempted to be served to a
device. For example, how many times an ad has been served and whether the ad
was clicked on or otherwise interacted with.
• Non-precise location data, such as location derived from an IP address or data that
indicates a city or postal code level.
• Contact identifiers, such as name, email address, phone number, postal address,
and social media handle.
• Characteristics or demographics, such as age, gender, ethnicity, and marital
status.
• Protected classifications, such as national origin, race, age, and gender.
• Commercial information, such as records of properties and purchases of products
and services, communications, such as the inquiries, and requests that you send to
us, and customer service call recordings, which may help us facilitate your inquiries
or for quality and training purposes.
• Inferences generated from any of the above. For example, consumer interests and
preferences.

How We Collect Information

We collect information in the following contexts:
• When you interact with a website, mobile app, advertising, podcast, or other
online service that contains the Claritas pixel
Claritas operates a proprietary Claritas pixel. A pixel is a small transparent image
that is placed on websites, mobile apps, advertisements, podcasts, and other online
services that allows communication between a web browser and a server. We
collect information through Claritas pixels embedded within the websites, mobile
apps, advertisements, podcasts, and other online services of our business customers
and third parties who have contracted with Claritas to use the pixel.
 • When you respond to our surveys
We collect information when you respond to our opt-in surveys and questionnaires,
which may include sensitive data. Collected survey information is de-identified,
aggregated and modeled to create usable insights into consumer lifestyles and
interests. We never share identifiable survey data with customers or other third
parties.
• When you interact with our website
We collect information when you browse or otherwise interact with the Claritas
website, including information you provide directly (such as in a webform) and
information automatically collected through third party pixels and cookies
embedded within the website. Cookies are small text files stored in a web browser
that can remember preferences, recognize browsers, and communicate with pixels.
Cookies can be controlled by browser settings. We may also use third-party
analytics and advertising services, such as Google Analytics, to monitor and analyze
the use of our website and assist us with relevant ads on other websites.
• Information from our business customers
We obtain information provided by our business customers in connection with
helping them create, manage and measure served advertisements, measure website
and other digital property visits, and monitor the effectiveness of advertising
campaigns. For example, we may collect information through third party pixels and
cookies embedded within their services, such as Google’s ad server (DFP). We also
receive customer and marketing lists from our business customers to help them
understand and connect with new and existing customers.
• Information from third party data sources
We also collect information from third party data sources, such as business to
business companies; consumer survey companies; data brokers; public and
government entities; and third party websites authorized to share such data. Our
data is sourced ethically, and information provider companies commit to providing
proper notice about information collection and use and to abiding by all applicable
laws, regulations and industry guidelines. Sensitive data is collected from suppliers
that comply with state laws regarding the collection and use of such data.

How We Use the Information

We may collect and use consumer personal information for the following purposes:
• Provide Data Services. We use collected and inferred personal information to
create consumer databases, which can be used for analytics purposes to provide
insights on trends in the marketplace or a particular industry and to help companies
better understand their customers and prospects to predict buying behaviors and
build brand loyalty. Claritas consumer databases enable marketers connect with
new and existing consumers in both digital and offline channels, such as direct mail,
email, and online advertisements.
• Provide Online Campaign and Measurement Services. We use personal
information collected through tagged websites, platforms, mobile apps, advertising,
podcasts, and other online services for the following:
 – Targeting - Selecting ads that are more likely to be relevant to you based on
the interests previously associated with your device and the time of day you
may be most interested in viewing these specific ads.
– Frequency capping - Making sure you don’t see the same ad too many times.
– Sequencing - If you are being served a sequence of ads, making sure we
show you the right ad next in the sequence.
– Cross-device matching - Identifying different devices that are likely to be
associated with you so that ads can be targeted, capped and sequenced
across those devices, and so that campaign effectiveness can be measured
and analyzed.
– Attribution and measurement - Analyzing ad performance, such as by
viewing how individuals respond to ads, and creating summary reports for
our business customers.
– Analytics - Analyzing traffic on websites and other digital properties, how
users interact with these properties, and the effectiveness of content.
• Operate Our Business. We use personal information for everyday business
purposes, such as account management, contract management, website
administration, corporate governance, reporting and legal compliance.
• For Compliance and Protection. We may use your personal information to comply
with applicable laws, lawful requests, and legal process, such as to respond to
subpoenas or requests from government authorities; protect our, your or others’
rights, privacy, safety or property (including by making and defending legal claims);
audit our internal processes for compliance with legal and contractual requirements
and internal policies; enforce the terms and conditions that govern our services; and
prevent, identify, investigate and deter fraudulent, harmful, unauthorized, unethical
or illegal activity, including cyberattacks and identity theft.

How We Share Information

We may share information with the following categories of third parties:
• Our business customers. We share information with our business customers to
help them create, manage and measure served advertisements, measure website
and other digital property visits, and monitor the effectiveness of advertising
campaigns. For example, we may share information with our business customers to
help them understand and connect with new and existing customers.
• Our service providers. We share information with our service providers that
perform services on our behalf, such as data hosting, data processing, and data
analytics. Our service providers are contractually obligated to protect the
confidentiality and security of information and are restricted from using
information for any purpose other than to provide services for us.
• Our partners. We share information with our partners in connection with
providing our services, such as data brokers, data cooperatives, and other data
providers. Our partners are contractually obligated to protect the confidentiality
 and security of information and are restricted from using information for any
purpose other than to provide services for us or as otherwise permitted by law.
• Advertising platforms and networks. We share information with advertising
platforms and networks to facilitate the delivery of targeted advertising and to
measure the effectiveness of advertising campaigns.
• Government authorities and law enforcement. We may share information with
government authorities and law enforcement officials if required by law or if we
believe in good faith that such disclosure is necessary to comply with a legal
obligation, protect and defend our rights or property, prevent or investigate
possible wrongdoing in connection with our services, or protect the personal safety
of users of our services or the public.
• Successors in interest. We may share information with a successor in interest in
the event of a merger, acquisition, divestiture, restructuring, reorganization,
dissolution, or other sale or transfer of some or all of our assets, whether as a going
concern or as part of bankruptcy, liquidation, or similar proceeding, in which
personal information held by us is among the assets transferred.

Your Choices
You have certain choices regarding the collection, use, and sharing of your information:
• Opt-out of targeted advertising. You can opt-out of targeted advertising by
visiting the Digital Advertising Alliance’s (“DAA”) opt-out page at
www.aboutads.info/choices or the Network Advertising Initiative’s (“NAI”) opt-out
page at www.networkadvertising.org/choices. Please note that opting-out of
targeted advertising does not mean you will no longer see online advertising. It
means that the ads you see will not be targeted to you based on your interests.
• Opt-out of sales of personal information. Depending on your state of residence,
you may have the right to opt-out of the “sale” of your personal information. To
exercise this right, please visit our Do Not Sell or Share My Personal Information
page.
• Limit the use of sensitive personal information. Depending on your state of
residence, you may have the right to limit the use of your sensitive personal
information. To exercise this right, please visit our Limit the Use of My Personal
Sensitive Information page.
• Access, correct, or delete your personal information. Depending on your state of
residence, you may have the right to access, correct, or delete your personal
information. To exercise these rights, please see the Contact Us section below.
• Manage cookies. You can manage cookies through your browser settings. Please
note that disabling cookies may limit your ability to use certain features of our
website.

Data Security
We have implemented reasonable administrative, technical, and physical measures to
protect the confidentiality, integrity, and availability of information. However, no security
measures are perfect or impenetrable, and we cannot guarantee the security of
information. You should take steps to protect against unauthorized access to your
information, such as by choosing a strong password and keeping it private, and by signing
off after using a shared computer.

Data Retention
We retain information for as long as necessary to fulfill the purposes for which it was
collected, unless a longer retention period is required or permitted by law. When
information is no longer needed, we will securely destroy it or de-identify it.

Children’s Privacy
Our services are not directed to children under the age of 16, and we do not knowingly
collect personal information from children under the age of 16. If we become aware that we
have collected personal information from a child under the age of 16, we will take steps to
delete such information.

International Data Transfers

Information may be transferred to, and processed in, countries other than the country in
which you are resident. These countries may have data protection laws that are different
from the laws of your country. We have taken appropriate safeguards to require that
information will remain protected in accordanceance with this Privacy Policy.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time. If we make material changes to this
Privacy Policy, we will notify you by posting the updated Privacy Policy on our website and
updating the “Last Updated” date at the top of this Privacy Policy. We encourage you to
review this Privacy Policy periodically to stay informed about our collection, use, and
sharing of information.

Contact Us
If you have any questions or concerns about this Privacy Policy or our privacy practices,
please contact us at:
Claritas, LLC Attn: Privacy Officer [Insert Address] [Insert Email Address] [Insert Phone
Number]

Additional Disclosures for Residents of Certain States

If you are a resident of California, Colorado, Connecticut, Montana, Oregon, Texas, Utah, or
Virginia, you may have additional rights regarding your personal information. Please see
our State-Specific Privacy Disclosures for more information.
If you are a resident of Nevada, you may have the right to opt-out of the sale of certain
personal information. To exercise this right, please see our Nevada Privacy Rights page.
More Information
To learn more about data collection, online behavioral advertisements, web analytics,
cookies or other aspects from the perspective of Internet security and privacy, please visit:
www.youronlinechoices.com.
Claritas participates and complies with the rules of an advertising industry framework
called the IAB Europe Transparency & Consent Framework (“IAB TCF”), which consists of a
set of technical specifications and policies to which members must adhere.
Claritas, LLC IAB TCF Vendor ID: 1146.

Legal Resources
[Link to License Agreement]

Terms of Use
[Link to Terms of Use]

Acceptable Use Policy

[Link to Acceptable Use Policy]
Note: The placeholders like [Insert Address] and [Link to License Agreement] are
present in the original document and have been retained here. In a final report, these would
ideally be populated with actual information if publicly available or noted as requiring direct
inquiry with Claritas.

Competitive Landscape
This section provides a comparative analysis of the Claritas Data API with key competitors
in the data services market, focusing on Experian and Acxiom, based on publicly available
information and documentation.

Introduction to Competitors
Claritas, Experian, and Acxiom are major players in providing consumer data, analytics, and
marketing services. Their APIs offer programmatic access to their rich datasets and
capabilities, enabling businesses to integrate these insights into their own workflows and
applications. The comparison will cover key aspects such as core data offerings, API
features, data enrichment, segmentation, and accessibility.

Claritas Data API (Claritas 360 Web Services)

• Core Data Offerings: Extensive demographic data, PRIZM Premier and other
segmentation systems (P$YCLE, ConneXions), consumer behavior insights, business
data, and geospatial data.
• API Features:
– Authentication: Refresh token and single-use access token mechanism.
 – Input/Output: Supports JSON and file inputs (CSV, TXT for batch).
– Services: File Enhancement (single address lookup, batch processing, job
status), Business List Services (submit list/count, job status), Report Services
(submit report job, job status for standard Claritas reports).
• Data Enrichment: Enhances addresses with geocodes, segmentation codes, and
other licensed variables.
• Segmentation: Deep segmentation capabilities through PRIZM, P$YCLE, etc.,
allowing for detailed audience understanding and targeting.
• Accessibility: Production and staging environments available. Documentation
includes Java code samples.
• Noted Limitations (from docs): Data access is license-dependent; access tokens
are single-use.

Experian Data APIs

• Core Data Offerings: Focus on commercial credit data, commercial public records,
consumer credit information (with appropriate permissions), business information,
and data quality services (address validation).
• API Features (based on API Hub and developer portal information):
– API Collection: Offers a suite of over 10 APIs covering commercial scores,
trades, corporate linkage, bankruptcies, liens, judgments, address validation,
and consumer credit (e.g., ConsumerView API, Experian Connect API).
– Access: Real-time access to market-leading data.
– Integration: Designed to integrate directly into business processes for
onboarding, decisioning, portfolio management.
– Data Quality: APIs for address verification (Global Intuitive API) and other
data quality functions.
• Data Enrichment: ConsumerView API allows enrichment of customer data with
demographic and other attributes.
• Segmentation: While Experian offers segmentation solutions (e.g., Mosaic), the
direct API access to these for custom integration seems less explicitly detailed in the
initial API Hub overview compared to Claritas’s direct API calls for its named
segments. However, underlying data would support segmentation.
• Accessibility: Developer portal with API documentation, specifications, and FAQs.
Focus on REST APIs.

Acxiom Data Services API

• Core Data Offerings: Extensive consumer data (InfoBase® with demographic,
homeowner, buying behavior, financial data), partner marketplace data, geospatial
solutions, and audience propensities.
• API Features (based on Data Catalog and developer portal information):
– Real-time API: Provides secure, real-time access to a full suite of Acxiom
third-party data products.
– Services: Data enhancement (InfoBase Enhancement), customer data
completion (adding phone/email), suppression services, audience creation
 and deployment (Audience Cloud), list fulfillment (ListDirect), email
marketing support.
– Integration: Designed for integration into marketing and adtech ecosystems,
with over 500 activation destinations mentioned for Audience Cloud.
• Data Enrichment: InfoBase Enhancement allows deep enrichment with thousands
of attributes.
• Segmentation: Strong focus on segmentation with Personicx® (household,
individual, geo levels), Consumer Audiences, Audience Propensities, and Health
Audiences. Personicx segments are detailed and can be appended or used for
audience selection.
• Accessibility: Developer portal with API documentation, example calls, and data
structure descriptions. Supports both real-time API and batch processing.

Comparative Summary Table

Feature Claritas Data API Experian Data APIs Acxiom Data Services API
Primar Market segmentation, Credit data (commercial Consumer data for
y Focus consumer insights, & consumer), business marketing, identity
demographics, custom information, data quality resolution, audience
reporting building
Key Demographics, lifestyle Credit scores/reports, Demographics, financial,
Data segments (PRIZM), public records, business behavioral, property,
Types behavioral data, firmographics, address automotive, CPG
business data data purchase data
API Web Services (JSON, REST APIs (multiple Real-time API, Batch
Access file upload for batch) specialized APIs) processing
Enrich Address-based Customer data Extensive first-party data
ment enhancement with enrichment with enrichment with
proprietary segments demographics, address thousands of attributes
& variables validation
Segme Core strength with Segmentation solutions Core strength with
ntation named systems like available, API access for Personicx segmentation
PRIZM, P$YCLE via API direct segmentation less system, highly detailed
explicit in initial and accessible via
overview API/batch
Use Audience targeting, Credit risk assessment, Audience creation &
Cases market analysis, site fraud prevention, activation,
selection, personalized compliance, customer personalization,
marketing onboarding, address customer intelligence,
validation identity management
Docum Detailed Web Services Developer portal, API Developer portal, Data
entatio Guide (PDF) with Java hub, specific API guides Catalog (PDF), API
n examples (e.g., ConsumerView documentation
PDF)
Conclusion of Competitive Analysis
• Claritas stands out for its deep, established segmentation systems (like PRIZM) and
its focus on providing rich consumer insights and custom reporting directly via its
API, making it strong for marketing strategy, audience understanding, and targeted
advertising.
• Experian excels in credit-related data (both consumer and commercial) and data
quality services like address verification. Its APIs are geared towards risk
assessment, compliance, and onboarding processes where credit and identity
verification are paramount.
• Acxiom offers a broad and deep set of consumer data with a strong emphasis on
identity resolution and enabling people-based marketing through its Personicx
segmentation and real-time API access. It appears well-suited for large-scale data
enrichment and audience activation across various marketing channels.
The best choice of API will depend on the specific business needs. For deep market
segmentation and traditional demographic/lifestyle analysis, Claritas is a strong contender.
For credit-based decisioning and data validation, Experian is a leader. For comprehensive
consumer data enrichment and activating audiences for marketing campaigns with a focus
on identity, Acxiom provides robust solutions.
Further research into other competitors like Nielsen would provide additional dimensions,
likely focusing on media consumption and audience measurement data, but was beyond
the scope of the immediate comparison due to encountered technical difficulties with
accessing some resources during the research timeframe.

Overall Conclusion
The Claritas Data API, offered as Claritas 360 Web Services, presents a robust platform for
businesses seeking to leverage extensive consumer and market data for enhanced
marketing strategies, customer understanding, and data-driven decision-making. Its core
strengths lie in its deep segmentation capabilities, particularly through its well-established
systems like PRIZM Premier, and its ability to provide detailed demographic, behavioral,
and lifestyle insights programmatically. The API facilitates various operations, including
real-time single address lookups, batch file enhancements, business list generation, and the
creation of standard Claritas reports, making it versatile for a range of applications from
audience targeting and market analysis to personalized marketing and site selection.
From a technical standpoint, the API utilizes a token-based authentication system and
supports both JSON and file-based inputs, catering to different integration needs. The
official documentation, while dated May 2020, provides a foundational understanding of its
services, endpoints, and includes sample code to aid developers. However, organizations
should verify the availability of more recent documentation and API versions.
Claritas’s commitment to data security and privacy is outlined in its comprehensive Privacy
Policy, which details data collection practices, usage, sharing, security measures, and
consumer rights, including compliance with regulations like the IAB TCF and state-specific
privacy laws in the US. This transparency is crucial for businesses handling sensitive
consumer data.
In the competitive landscape, Claritas holds a strong position, particularly for its nuanced
market segmentation and rich consumer profiling. When compared to competitors like
Experian, which focuses more on credit data and risk assessment, and Acxiom, which excels
in broad consumer data enrichment and identity resolution for marketing activation,
Claritas carves out a niche in providing deep, actionable insights for strategic marketing
and customer intelligence. The choice between these providers will ultimately depend on
the specific data needs, primary use cases, and integration requirements of an organization.
In summary, the Claritas Data API is a valuable tool for organizations aiming to harness the
power of detailed consumer data and advanced analytics. Its comprehensive data offerings,
coupled with its API functionalities, enable businesses to gain a deeper understanding of
their markets and customers, provided that they align with Claritas’s licensing terms and
manage the technical aspects of integration effectively. Potential users should engage with
Claritas to obtain the latest service details, licensing information, and ensure the API aligns
with their strategic objectives.

References
1. Claritas 360 Web Services Guide, May 2020. (Accessed via URL:
https://claritas360.claritas.com/knowledgecenter/help/content/web
_services/claritas%20360%20web%20services%20guide_may2020.pdf and
downloaded as /home/ubuntu/claritas_360_web_services_guide.pdf)
2. Claritas Official Website. Various pages, including:
– Case Studies: https://www.claritas.com/case-studies/
– Privacy Policy & Legal Resources: https://claritas.com/privacy-
legal/
3. Experian Business Information API Hub.
https://www.experian.com/business-information/api-hub (Content saved
to /home/ubuntu/experian_api_hub_info.md)
4. Acxiom Developer Portal. https://developer.myacxiom.com/
5. Acxiom Data Catalog. (Accessed via URL: https://www.acxiom.com/wp-
content/uploads/2024/03/cat-acxiom_data_catalog-o.pdf and
downloaded as /home/ubuntu/acxiom_data_catalog.pdf, text extracted to
/home/ubuntu/acxiom_data_catalog.txt)

Note: The research relied on publicly available information as of May 2025. Specific API
endpoints, features, and terms of service should always be verified directly with Claritas and
other providers before making any implementation decisions.