Lotame Introduces Alliant Online Audiences™ to Online Advertisers

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Unique new data source lets advertisers target households using purchase histories and direct marketing performance metrics

Alliant Online Audiences™ is promotional science applied at the browser level

Alliant, a leading provider of predictive segmentation solutions for multi-channel marketers, announced today that Alliant Online Audiences™ is now available through Lotame’s industry-leading data management platform, Crowd Control.

The Lotame integration gives both direct response and brand advertisers the ability to immediately create and target large audience segments by combining Alliant’s U.S. purchase history and direct response performance data. All segments are made up of households with a history of responding to promotional offers from premier direct response marketers.

The Alliant segments represent consumer interests in over 36 advertising categories, based on anonymized purchasing data. The data set also uniquely allows marketers to segment consumers using direct response targeting criteria proven over time by marketers across promotional channels. In addition, Alliant has included segments based on its proprietary marketing performance score, ProfitSelect™, which is widely used by online and offline marketers to evaluate lead quality and lifetime value in direct to consumer marketing offers.

“Alliant Online Audiences is promotional science applied at the browser level,” said Doug Pollack, director of data sales & analytics, Lotame. “URL and meta-tag data collection often result in broad-based assumptions about Web site visitors. Because Alliant’s direct marketing performance data is based on actual past purchases, it represents a game-changer in predictive power. The targeting power of direct marketing metrics facilitates more relevant ads and offers. We believe our clients will benefit tremendously from Lotame’s new relationship with Alliant.”

“Consumers want online advertising and offers that deliver relevance and service,” said Alliant President & CEO JoAnne Monfradi Dunn. “Alliant’s clients use data to engage consumers and optimize the brand experience across every promotional channel. Alliant Online Audiences replicates those benefits in an anonymized, privacy-friendly online package — setting the stage for positive interaction and engagement. Our agreement with Lotame brings a level of innovation to online marketing that is truly multi-channel smart.”

According to the companies, the Lotame integration gives both direct response and brand advertisers the ability to immediately create and target large audience segments by combining Alliant’s U.S. purchase history and direct response performance data. All segments are made up of households with a history of responding to promotional offers from premier direct response marketers. Additionally, direct response and brand advertisers will be able to combine Alliant segments with Lotame segments — marrying purchase history and direct response performance data with demographic, behavioral, and influencer action data.

Availability — Advertisers interested in accessing Alliant Online Audiences through Lotame may contact Julian Carvalho, sales executive, Alliant (jcarvalho(at)alliantdata(dot)com); or Ryan Rolf, manager, data sales, Lotame (rrolf(at)lotame(dot)com).

About Alliant     
Based in Brewster, NY, Alliant develops predictive segmentation solutions that enable direct-to-consumer marketers to increase profitability across multiple channels, including traditional mail, DRTV and digital marketing. Alliant’s proprietary cooperative databases provide behavioral, transaction-level customer data on over 136 million consumers, updated monthly by leading direct response marketers. Alliant’s data-driven solutions power multi-channel marketing success by identifying profitable prospects, increasing response rates and average order size, minimizing payment risk, and improving profitability in retention and reactivation efforts. For more information, visit:http://www.alliantdata.com

About Lotame
Lotame® empowers innovative publishers, agencies, and brands to unlock the full value of their audience data with its industry-leading data management platform, Crowd Control®. Founded in 2006 with offices in New York, Maryland and Boston, Lotame activates first and third-party audience data while ensuring quality, enforcing security and protecting user privacy. To learn how our data-driven platform delivers superior results for leading publishers, agencies and brands, visit http://www.lotame.com.

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Rick Witsell
Alliant
(845) 276-2600 x218
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Alexandra Theriault
Lotame
978-314-3153
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