Legolas Media Teams with Alliant to Make Alliant Online Audiences™ Available to Major Brand Advertisers

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Enables large brands to access offline purchase history & performance metrics for online branding purposes

www.alliantdata.com

Alliant Online Audiences gives us an entirely new level of intelligence to expand brand exposure to qualified audiences...

Alliant, a leading provider of predictive segmentation solutions for multi-channel marketers, announced today that Alliant Online Audiences™ is now available through the Legolas Media (http://www.legolas-media.com) “futures” marketplace for online publishers and marketers. The move allows Legolas clients to expand their unique audience reach through a major source of offline transactional data.

Following initial tests, with Legolas clients, Alliant Online Audiences proved to be effective in driving brand lift for multiple brands. As a result the companies are expanding their partnership across the entire Legolas Marketplace.

Alliant Online Audiences™ offers advertisers segment selectivity based on up to 60 million daily unique U.S. consumer households. The data is sourced offline and updated monthly from the customer transactions of more than 280 consumer brands. The Alliant segments offer Legolas Media clients seeking to build brand or generate conversions a unique ability to target large audience segments online using a combination purchase history and direct response performance. All Alliant segments comprise households with a history of responding to promotional offers from well-known marketers.

The Alliant segments have enjoyed a marked increase in distribution since their introduction in late 2011. An increasing number of DMPs, agencies and DSPs are actively testing the Alliant Online Audiences in online display advertising campaigns.

“Alliant Online Audiences gives us an entirely new level of intelligence to expand brand exposure to qualified audiences,” said Ran Cohen, vice president, product, Legolas. “Combining purchase histories, wealth indicators and marketing performance metrics allows us to create unique targeting solutions for our clients. In addition to intelligence, Alliant’s Audience segments provide the scale our brand advertisers are looking for at roll-out.”

“2012 will be a growth year for smart targeting and optimization,” said Alliant President & CEO JoAnne Monfradi Dunn. “Working with Legolas, we know that Alliant Online Audiences will bring relevance and resonance to consumers as they browse the Web, in a manner that is anonymous and respects consumer privacy. Such innovation is helping multi-channel brands and marketers connect with consumers – and Legolas now can bring this heightened relevance directly to its clients.”

The Alliant segments represent consumer interests and purchasing behaviors in more than 68 advertising categories, based on purchasing data. In addition to purchase history and performance measures, 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.

Availability — Advertisers interested in accessing Alliant Online Audiences through Legolas Media may contact Donna Hamilton, VP Sales & Business Development, Alliant (dhamilton(at)alliantdata(dot)com) for more information.

About Alliant
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 more than 140 million consumers, updated monthly by leading marketing brands. 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. Alliant is based in Brewster, NY. For more information, visit: http://www.alliantdata.com.

About Legolas Media
The Legolas Media Marketplace is an innovative online advertising technology that brings together premium buyers and sellers to effectively execute audience buys. Agencies and advertisers use the Legolas platform to drive price and performance optimization for audience buying across all inventory types, and provide transparency and forecasting to clients. Publishers rely on Legolas to sell audiences in a direct and guaranteed manner while commanding attractive price points. Legolas is innovating audience trading by removing the inefficiencies in the current marketplace, enabling access to premium inventory and introducing unique buying tools. Legolas is led by a group of seasoned executives from the digital media industry and is backed by Greylock Partners, Valhalla Partners, Blumberg Capital and strategic investors. For more information visit: http://www.legolas-media.com.

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Rick Witsell
Alliant
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