One of the world's largest and oldest media agencies, consistently top-ranked by RECMA and operating across 150 countries as part of the Dentsu network
Carat is a global media agency established in 1968 as the world's first media agency, operating as part of the Dentsu network. Its core mission is to build modern businesses by getting brands closer to the people that matter, placing audience identification and optimization at the center of its media buying and planning work to deliver measurable client outcomes. On the ad tech side, Carat is developing "people-powered" AI to build agents capable of understanding how to best reach specific audience personas. For advertisers such as United Airlines, Carat leverages competitive intelligence dashboards to analyze share of voice, channel and program-level penetration, daypart buying patterns, linear spend, and creative strategy across the media landscape. Carat serves clients in 150 countries through a network of more than 9,000 staff, and consistently ranks at the top of RECMA's Global Qualitative Evaluation.Source 1: agencycompile.com — CaratSource 2: carat.com — Carat Global Media & Marketing Agency | CaratSource 3: adexchanger.com — CaratSource 4: innovid.com — Carat Taps Into InnovidXP To Elevate United Airlines' ...
Business model
Agency
Target market
Enterprise
What they offer
People-Powered AI Agents
AI-driven agents designed to understand and reach specific audience personas across media channels
Competitive Intelligence Dashboard
Tool for analyzing share of voice, channel and program-level penetration, daypart buying patterns, linear spend, and creative strategy across the media landscape
Audience Identification & Optimization
Core methodology placing audience data at the center of media planning and buying to drive measurable client outcomes
Key features
Audience-first media planning and buyingAI-powered audience persona targetingCompetitive intelligence and share of voice analysisDaypart and program-level media buyingGlobal reach across 150 countries
Use cases
Media planning and buying for large enterprise advertisersCompetitive share of voice analysisAudience identification and persona-based targetingLinear and digital media spend optimizationCross-channel creative strategy analysis
Customer segments
Large enterprise brand advertisersAirlines and travel brandsConsumer goods companiesRetail and e-commerce brandsFinancial services companies
Tech & specs
Technology stack
AI and machine learning for audience modelingCompetitive intelligence platformsMedia buying and planning softwareData analytics and dashboarding tools