Alliant Online Audiences™ Now Available Through Brilig’s Online Data Marketplace

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...the predictive power of the Online Audiences segments during live campaigns is astounding

Brewster, NY (PRWEB) August 04, 2011

Alliant, a leading provider of predictive segmentation solutions for multi-channel marketers, announced today that it has entered into an agreement with Brilig to allow online marketers to use Alliant’s behavioral data to target consumers for interest-based online display advertising. The Alliant data segments will allow advertisers to use traditional direct marketing response criteria to target online offers.

The targeting information, to be marketed under the name Alliant Online Audiences™, is aggregated at the ZIP+4 geo-location level. According to Alliant, Online Audiences segments target micro-geographies using direct purchasing activity and marketing performance behaviors of online consumers within each locale. As a result, the segments deliver a range of highly predictive targeting categories, including:

•      Recency of purchase
    
• Payment performance in pre-billing, bill-me later and auto-replenishment offers
    
• Purchasing channels, including online and offline
    
• Product type and affinity interests

Brilig will provide cookie synching with major online advertising networks, allowing advertisers to access significant audiences within each network. In August, Alliant Online Audiences available through Brilig will include more than 70 million potential impressions.

Online Advertising Becomes More Direct

Interest-based online display advertising has provided a promising growth area for large brand advertisers, according to the company. As a major segmentation services provider, Alliant says it hopes to open the market to direct-to-consumer advertisers who rely on direct sales and customer loyalty to generate profits.

“My entire career has been dedicated to helping major direct-to-consumer marketers identify profitable acquisition targets – and the predictive power of the Online Audiences segments during live campaigns is astounding,” says Bob Burns, Senior Statistician at Alliant.
“I have over 40 years’ experience in marketing analytics for brands like Reader’s Digest and American Family Enterprises — as well as the many brands Alliant serves. I am astounded by how well Alliant Online Audiences™ delivers effective delineation across a variety of geographies and lead sources. I’m not sure there is such a thing as a Holy Grail in audience selection, but Alliant Online Audiences™ is a good approximation.”

“The dynamics of online display advertising continue to evolve – with excellent results for both brands and consumers,” said Paul Cimino, CEO of the Brilig network. “We are thrilled to bring Alliant’s Online Audiences to the marketplace and are seeing strong interest among networks, DSPs [digital service providers] and media buyers. At the end of the day, online channels are direct, and Alliant is the first data provider we have seen who is dedicated to moving beyond audience aggregation and attempting to add a profit dimension. From what we see in the marketplace, we think they are right where advertisers want to be.”

According to Rick Witsell, Vice President of Marketing and Compliance at Alliant, a key consideration in the decision to partner with Brilig is the combined efforts of the two companies to be respectful of consumer privacy concerns. “Brilig participates in the Digital Advertising Alliance’s aboutads.info program, as well as the Network Advertising Initiative, and those standards of ethics and self-regulation are crucial to us as we evaluate data partners.”

“Getting the privacy piece right is critical to Alliant and our partners. After that, we believe the power of the data will speak for itself,” Witsell said.

Availability — Alliant and Brilig clients interested in leveraging the two companies’ data partnership may contact their respective account strategist or Christine Pelczar, Director of Sales, Alliant (cpelczar(at)alliantdata(dot)com).

About Alliant | alliantdata.com
Based in Brewster, NY, Alliant offers predictive segmentation solutions that enable direct-to-consumer marketers to achieve higher profitability across all of their campaign channels, including traditional mail, DRTV and digital marketing. Alliant’s proprietary cooperative databases includes more than 135 million consumer files packed with rich, behavioral, transaction-level customer data contributed monthly by many of the world’s leading direct response marketers. Alliant uses its proprietary data to deliver insight for marketing decisions, delivering powerful multi-channel solutions that let marketers identify profitable new customers, increase response rates and average order size, minimize payment risk, and increase the success of customer retention and reactivation efforts.

About Brilig | brilig.com
Founded in 2009, Brilig is the first cooperative data and quantitative marketplace for online advertising. Brilig data is sourced cooperatively from hundreds of co-op member databases — many of which have never been "connected" to online advertising. This crowd-sourced, "desiloification" of the world's data is completely unique to Brilig. Brilig's cooperative marketplace was designed to enable buyers and sellers of data to trade the audience reach and relevance everyone wants at market-driven pricing - as well as the neutrality, transparency and control present in a well-formed market.

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