Alliant Audiences are live and available for activation on Amazon DSP, Amazon Advertising’s omnichannel marketing solution that provides choice and flexibility to drive meaningful moments between brands and consumers.

Alliant is the first new data provider to be integrated into Amazon DSP in the past two years, which is a validation of Alliant’s unique data solutions. Channeling Ron Burgundy, VP of Platform Partnerships Chris Morse stated, “I don’t know how to put this…but it’s kind of big deal.”

Amazon DSP helps marketers reach relevant customers across the largest supply of premium, ad-supported content wherever they’re spending their time; Amazon-exclusive properties like Prime Video, or via third-party supply through our direct integrations with publishers and leading supply-side platforms. This partnership is rooted in what Alliant data can do for Amazon DSP advertisers and their campaigns.

To share more about this partnership, we asked Chris to walk us through the partnership, the importance of data, and what this means for advertisers using, or considering using, Amazon DSP.

1. Can you describe this new partnership?

In short, buyers who use Amazon DSP to target consumers across Amazon-exclusive properties can now leverage Alliant data in the form of syndicated and custom audiences when making their programmatic ad buys. Any buys using Alliant data are powered by and facilitated through LiveRamp Data Marketplace, which is a well-known environment that brands and agencies are comfortable with. It makes sense that a platform with such a rich premium supply of ad supported content across Amazon-exclusive properties is extremely selective of data partners. This launch includes Alliant in a small group of third-party data providers selected for integration that met Amazon DSP audience quality standards and offered verticals non-endemic to Amazon.

2. What makes Alliant’s data the right fit for Amazon?

The transactional nature of Alliant’s audience data is the biggest benefit to Amazon advertisers. Amazon built its name on ecommerce, so the company understands the power of transaction-based data, making this a natural partnership. Alliant data also works for omni- and cross-channel campaigns, helping today’s most ambitious advertisers meet their media mix needs.

A relatively new goal of Amazon is to grow their third-party data supply so advertisers can target across Amazon owned and operated properties and the open web. A leading third-party data provider like Alliant can also fulfill advertisers’ need to create curated custom audiences to meet specific targeting needs.

Perhaps most importantly, Alliant’s transaction-based data exceeds industry expectations and state legislation around data privacy and compliance. Our systems and processes are SOC 2 Type 2 compliant and the data has been tested and certified for quality, accuracy and compliance by third parties such as Neutronian, Truthset, and the IAB Tech Lab.

3. What are some of the key verticals of focus?

The Alliant dataset empowers direct-to-consumer efforts across verticals, with notable strength in auto, travel, telco, financial services, QSR, and sports. While Alliant’s brand and product propensity audiences will be of immediate benefit for brands that are advertising products sold on Amazon, the data also covers non-endemic verticals. Amazon has great purchase data for the products sold on Amazon, but Alliant data can help paint a more complete picture for non-endemic categories and advertisers such as home services, financial services, hotel and vacation travel, new and used vehicle auto purchases, dining and QSR.

4. What KPIs can Alliant help Amazon DSP Advertiser Achieve?

Brands that are less familiar with Amazon DSP may think of it as mainly a lower funnel tool. But it’s much more than that, and the addition of Alliant audiences to the platform can support the entire funnel. This includes campaigns that drive upper funnel awareness via Amazon’s owned and operated TV content, along with open web TV inventory and more. These campaigns can drive awareness to consideration to purchase-based outcomes and everything in between. Alliant audiences offer a blend of scale and precision, which is especially true when delivering premium CTV targeting.

5. How do you see this partnership evolving over time?

The Alliant team is excited to see how much advertisers benefit from the use of our syndicated and custom audiences through Amazon DSP. As the partnership moves forward, our team will continue to offer transparency on the data’s origin and its performance. Alliant is constantly innovating and launching new syndicated and custom audience solutions such as social influencer audiences coming in May. This will ensure we meet the needs of emerging business categories and growing channels like CTV.

We also see a lot of potential in helping Amazon attract non-endemic advertisers. Again, Amazon Advertising is not solely for brands that sell on Amazon. At Alliant, we believe there is a huge opportunity to fuel growth across non-endemic categories, and we plan to be a key partner as Amazon DSP embarks on that growth journey.

To inquire about how Alliant can help your brand or agency thrive on Amazon DSP and beyond, contact us here.