Addressable TV, politics, pricing and more There are moments when the digital industry feels like it is
2020 Insights from Alliant's Digital Team
The holidays are a multifaceted season where consumers make new plans for big purchases and activities that extend well beyond gift giving. While having a guide for the top retail-focused segments is crucial, let's explore other timely consumer purchase trends and how advertisers can capture this seasonal momentum through additional audiences. Marketers of all types
2023 Holiday Activation Guide: Audiences to Supercharge Any Seasonal Campaign
The holiday season represents a massive opportunity for marketers to take full advantage of increased consumer spending. Now is the time to begin setting up marketing campaigns to connect with consumers and drive conversion across the lineup of key seasonal dates including Halloween, Black Friday, Cyber Monday, Christmas, and more. U.S. holiday retail
2023 Holiday Activation Guide: Top Retail Audiences for Every Shopper
The momentum of sports viewership has been building all year and it's about to hit its crescendo this fall with the return of NFL and college football. Big moments in sports such as the FIFA Women's World Cup and the US Open has sports booming from both a viewership and advertising standpoint. For marketers-both brands
2023 Sports Marketing Activation Guide: Top Sports Audiences for the Win
Reaching and motivating the right audiences during the 2024 Presidential election cycle will be more important than ever before. Advertising share of voice competition will be at an all-time high with US political ad spending expected to hit a record $12 billion dollars next year. Candidates will rise and fall, and elections
2024 Election Activation Guide: Top Audiences to Swing the Vote
Guest Author: Brett Sanderson, Sr. Director, Product Marketing, Cadent Over the past few years, the TV ecosystem has evolved significantly. From the rapid growth of streaming to massive fragmentation of publishers, to technological transformation in both targeting and attribution, it's no wonder that advertisers are wrestling with uncertainty when it comes
3 Best Practices for Planning a Data-Driven TV Ad Campaign
With economic uncertainty, marketers have the tough task of continuing to grow their brands while also navigating increased costs and lower budgets. Direct mail feels particularly impacted. Ongoing supply chain turmoil, rising material costs, and increased postage are all combining to make the channel more expensive than it has been in the past. Yet direct
3 Creative Ideas for Expanding Direct Mail
Brands should be actively investing in the collection and activation of 1st party data. According to IAB's State of Data 2021 report, which surveyed more than 200 data decision makers across brands, agencies, and publishers, 42% of respondents expect to increase spending on use of 1st party data due to changes to 3rd party cookies
Direct mail continues to be a powerful channel to identify, engage and convert high value. But these benefits can be accompanied by challenges. For experienced direct mail marketers its continuing to find qualified prospects to mail profitably. For marketers exploring direct mail, its looking beyond digitally native strategies to invest in a more
3 Easy Ways to Generate Additional Qualified Audiences for Direct Mail Campaigns
Today's brands and agencies are under constant bombardment, having to factor new strategies, tactics, technologies and marketplace realities into their campaigns and planning cycles. This is especially true as we approach year's end in a climate of global economic uncertainty, where marketers are looking to focus efforts to ensure their time and
3 Key Areas Every Marketer Should Focus Energy in 2023
One of the ways marketers are preparing for the cookieless future is by generating more robust first-party data. In the very near future, brands of all sizes need to be less dependent on the data collected by others. To many, this very concept is being interpreted as the beginning of an era of hardship for brands,
Originally featured in Street Fight One of the ways marketers are preparing for the cookieless future is by generating more robust first-party data. In the very near future, brands of all sizes need to be less dependent on the data collected by others. To many, this very concept is being interpreted as the beginning of
3 Steps Brands Can Take to Build First-Party Data Practices
As today's brand marketers are tasked to do more with less, they're demanding additional support from their agencies, particularly when it comes to navigating the new and ever-changing data landscape. They're looking for strategies and tactics for managing third-party cookie deprecation, new privacy regulations and evolving tech platform policies – and their partners
3 Ways Agencies Can Help Clients Navigate the Data Paradigm Shift
3 Ways Agencies Can Help Clients Navigate the By Carly Dome, Director of Agency Partnerships at Alliant As today's brand marketers are tasked to do more with less, they're demanding additional support from their agencies, particularly when it comes to navigating the new and ever-changing data landscape. They're looking for strategies and tactics for managing
Whether you're new to the game or a seasoned pro, the amount of terms and acronyms in the marketing industry can be overwhelming. A rapidly evolving landscape with technology advancements, emerging channels and new regulations have only amplified this challenge. Curious marketers trying to better understand platforms or tech might be found muttering
30 Data & Analytics Terms Every Marketer Should Know
With Google's announcement to end support of cookies in two years, many say that the writing is on the wall for measurement, retargeting and third party data solutions. It's not to say this change won't have significant impact, cause turmoil and spark opportunity – it will do all of those things. But to say
3rd Party Data Will Survive in a Cookie-less World
The 2020 holiday season was far different from any other. The global pandemic prevented many families from their annual holiday gatherings, accelerated the growth of ecommerce, and limited overall travel plans. As a result, there is a collective desire to make up for lost time this year.
4 Key Areas Impacting the Holiday Season
Digital marketers and ad buyers invest copious amounts of time to plan, optimize and measure all stages of programmatic campaigns. In planning stages, strategists pay particular attention to defining their target audiences. Yet despite the initial investment in developing an audience-first strategy, all too often segments come and go from the campaign without the same
4 Quick Tips to Guarantee Programmatic Audience Optimization Success
Originally Featured on StreetFightMag There have always been attempts to demarcate digital marketing eras in advance, with a rush to declare 'the year of mobile,' or 'the year of CTV.' In the past, those evolutions ended up as multi-year strategic shifts. Preparation for the post-cookie era is different though, because the actions underway
4 Things Publishers Need to do to Grow their Audience Data
Sports brands face a unique challenge in today's digital age: how to stand out in a crowded market and deliver personalized experiences to fans who have an endless number of entertainment options. The answer? Predictive data. Predictive data offers insight into the behaviors, preferences, and likely future actions of fans, businesses, and communities. By leveraging predictive data
4 Ways Predictive Data Can Boost Fan Engagement
The world of marketing, and more specifically the data that powers it, is rapidly changing. To keep pace with change, marketers are considering how data-driven strategies can push forward even as 3rd party cookies and other digital identifiers come under pressure. Data cooperatives can unlock collaborative strategies for a brand. According to Winterberry Group's 2021 research paper, Collaborative
The world of marketing, and more specifically the data that powers it, is rapidly changing. To keep pace with change, marketers are considering how data-driven strategies can push forward even as 3rd party cookies and other digital identifiers come under pressure. Perhaps you've read the Winterberry Group's recent research paper, Collaborative Data Solutions: The Evolution
5 Benefits of Joining a Data Cooperative
A few weeks into the new year and it's already proving to be another one that keeps us on our toes. While many marketers have already invested weeks into 2021 strategy and campaign planning, we hope you have left a little wiggle room to be nimble, test new ideas and are prepared to change on
5 Data-Driven Strategies to Improve Your Marketing in 2021
Most people are ready to see 2020 in the rearview mirror – and although we are too, it's important to pause and absorb retrospective insight, especially as you plan for 2021. Subscription businesses experienced some encouraging trends in 2020, as captured in the Alliant DataHub, including a 15% increase in new customers and a 27%
5 Data Habits of Successful Consumer Marketers
January is a busy month for the marketing and tech industries, hosting a bevy of annual preview events that set the stage for the year to come. Alliant was on the move across the country, connecting with partners and industry leaders at CES, IAB's Annual Leadership Meeting, and the MCNY Annual Outlook, among others.
5 Quick Takeaways from the 2023 Kickoff Event Season
Analytic and modeling features are pervasive throughout the multitude of SaaS platforms in the marketing industry and advances in technology have made machine learning tools widely accessible. As the industry has leaned into data-driven marketing and predictive modeling, marketers can often find themselves relying too heavily on automated analytic tools without realizing the potential hazards.
5 Reasons to Maintain a Human Element in Marketing Data Activation
Previously featured on Broadcasting+Cable There's been plenty of industry buzz around the addressable TV advertising opportunity in recent years, but it has been challenging for marketers to feel like they've cracked the code on leveraging addressable within their broader efforts. That's because there's still a good deal of complexity to navigate, with major
5 Tactics To Plan Your Way Into Addressable TV Success
In recent years, several events have prompted the marketing industry to evaluate how machine learning and AI impact our society. Many conversations have centered around diversity and equality, motivating marketers to rethink our current approaches. One critical component is how audience selection influences marketing campaigns and the people that may, or may not, be receiving
A Human Approach to Limiting Bias in Marketing Audience Development
In 2020 non-profits were challenged with the shutdown of art and cultural centers and the loss of major fundraising sources - in person events. Additionally, donors gave differently due to reduced disposable income and a shift in interests to include pandemic related causes, social and racial justice and numerous climate and natural disasters. In the January
A Nonprofit's Secret Weapon for Post-Pandemic Success? Data Co-op Membership
Selecting the right approach can deliver a clearer understanding of your audience and more flexibility. Look-alike modeling has become an efficient go-to method for marketing teams seeking new prospects. Alliant has utilized this methodology for data-driven marketers since inception, and large platforms have offered this functionality for years. Increased demand for look-alike models in all channels
While most of the country is just now breaking out of lockdown, state legislatures from coast to coast have been busy over the past 14+ months hammering out privacy laws. Here in the U.S., the CCPA has gained the lion's share of industry and press attention, but since January 1st, 2020, other states have entered
Acronyms, anyone? A privacy regulation update.
Creating a positive user experience is key to any successful campaign. So, it should come as no surprise that consumers have turned to ad blockers to combat the negative impacts of digital advertisements. Drained battery life, pages that seem to never load, and ultra-high data usage are all contributors to the recent spike in ad
Ad Blocking is On the Rise: 4 Easy Steps Digital Marketers Can Take to Prevent It
A data integration with Alliant delivers enhanced audience targeting capabilities across Adiant digital advertising platforms. NEW YORK, September 30, 2015 – Adiant, owner of the largest content-style native advertising platform, has announced an integration with Alliant that will give its advertisers access to targeted consumer advertising segments. Alliant develops and maintains one of the largest
Adiant Partners With Alliant to Offer Premium Targeting Capabilities on a CPC Basis
Every industry has its language and acronyms, but it's not every day that two parallel industries converge into one. For years, digital gurus have been forecasting the coming of addressable TV. Big money is shifting to these new platforms for finding the right viewer at the right time. US ad spend on addressable, linear, and
Originally Featured on AiThority The looming loss of cookies and the quest for alternative targeting tactics has led to a revival in contextual data. As the industry came back together this year for a slew of in-person events, it was encouraging to see so many different solutions discussed on stage by speakers and
Advertisers, Are You Aware of the Contextual Panacea?
For marketing teams, the final quarter of the year is more or less a tug of war between wanting to get the most out of the seasonal chaos and wanting to keep the advertising costs minimal. Custom audience targeting, powered by accurate and timely data, can boost your game plan to a whole
Agency Boosts Results by 2.3x with Custom Audience Targeting
See how an Alliant solution powered 300% more vehicle purchases for a Chicago-based ad agency. Read the success story here.
Agency Drives 3 Times More Auto Sales by Targeting 'In-Market' Consumers - Alliant
Alliant is among the first companies to be verified under the IAB Tech Lab's Data Transparency Standard! The Data Label program gives data buyers tools and insights to provide confidence they're getting what is advertised in an audience segment. While any data provider can adopt the standard, organizations that achieve certification through
BREWSTER, NY / ACCESSWIRE / June 17, 2020 / Alliant, a leading data-driven audience company, is now one of the first companies to be verified under IAB Tech Lab's Data Transparency Standard compliance program. The Data Transparency Label program gives data buyers tools and insights to provide them with confidence they're getting what is advertised
Alliant Achieves IAB Tech Lab Certification for Data Transparency
Alliant Acquires AnalyticsIQ to Deliver the Future of...
Alliant Acquires AnalyticsIQ to Deliver the Future of People-Based Marketing Data
Alliant Acquires AnalyticsIQ To Scale Up Its Audience Graph
BREWSTER, NY / ACCESSWIRE / April 8, 2020 / Alliant, the leading data-driven audience company, today announced the expansion of their portfolio of brand-specific audience solutions, adding 53 new Brand Propensity audiences in categories such as Home & Household Goods (GE, Kohler, Serta) Health & Beauty (Neutrogena, Bare Minerals), Athleisure and Outdoors Apparel (Patagonia, Adidas, Asics) and
Alliant Announces New Brand Propensity Audiences
A demographic analysis shows Alliant delivers high quality audiences that are up to 22% more accurate than industry standards. When it comes to digital performance marketing, data accuracy is critical to campaign performance. Skilled media planners thoroughly evaluate their sources to ensure the data is trustworthy - yet still, only
Alliant Audiences Exceed Nielsen DAR Benchmarks
New collaboration activates Alliant's leading purchase-based audiences across all major TV platforms. BREWSTER, NY / January 21, 2025 / Alliant, the leading data-driven audience company, today announced that its full taxonomy of industry-leading audiences is now available within Experian's data marketplace. By combining high-quality audiences with Experian's identity resolution and activation capabilities, this collaboration enables
Alliant Audiences Now Available in Experian's New Data...
Alliant Audiences Now Available in Experian's New Data Marketplace
It's now easier than ever to find responsive audiences when and where you need them. We're excited to announce the launch of three new platform partnerships - expanding access to Alliant's transaction-driven audiences across the digital ecosystem. All segments are powered by transactional data and are available across a variety of categories including product purchases, automotive
Alliant Audiences Now Available on Three New Platforms
See how Alliant supported digital agency Dragon360 to identify audiences for a banner advertising capaign, increasing traffic levels. Read the success story here.
Alliant 'Crushing It' for Dragon360 Insurance Client - Alliant
Alliant Data: Above Data's Impact on Data Quality and...
Alliant Data: Above Data's Impact on Data Quality and Revenue Growth
Alliant Deploys Above Data's AI Capabilities To Improve...
Alliant Deploys Above Data's AI Capabilities To Improve Data Quality and Unlock Revenue Growth Potential
Alliant is proud to have been named a LiveRamp Elite Partner among the 500+ companies that partner with LiveRamp! This partner program serves as a trusted resource for brands seeking marketing data solutions, and Alliant has achieved Elite Partner status based on integration excellence, a collaborative working relationship, and industry thought leadership. The
Alliant Earns LiveRamp's Elite Partner Badge
Alliant Enhances Social Audience Targeting with New...
Alliant Enhances Social Audience Targeting with New Omnichannel Capabilities
Renowned sales leader with agency and publisher experience will oversee new business and client engagement teams Brewster, NY - September tk, 2023 -- Alliant, the leading data-driven audience company, has hired Walter Chistoni as Senior Vice President, Sales, overseeing two key groups, New Business and Client
Alliant Hires Experienced Sales Leader Walter Chistoni to Drive Growth
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
Alliant Integrates Data into Amazon DSP: Offering Advertisers Quality, Choice and Flexibility
Data-driven audience company continues its support of privacy-first identity solutions BREWSTER, NEW YORK, UNITED STATES, December 5, 2022 /EINPresswire.com/ -- Alliant, the leading data-driven audience company, today announced that it has partnered with Yahoo to support Yahoo ConnectID,
Alliant Integrates With Yahoo ConnectID, Bringing Data and Insights to Cookieless Identity Solution
Alliant – The Audience Company, announced today that it has completed its acquisition of a local pizza restaurant, for an undisclosed amount. Additionally, Alliant will be broadening its operations by opening a smaller bistro in its newly renovated office space in Brewster. 'We've had our eyes on this acquisition for a long
Alliant is Serving Up More than Just Data, Acquires Local Pizzeria
Alliant Launches Custom Audience Solution Tailored to...
Alliant Launches Custom Audience Solution Tailored to CPG Brands
Data leader also releases Social Propensity Audiences built on deeper insights from YouTube, TikTok, Twich, Instagram, X and LinkedIn Brewster, NY – May 21, 2025 -- Alliant, the leading data-driven audience company, has expanded its custom audience capabilities through more robust social data and the ability to help advertisers amplify
Alliant Launches Custom Audience Solutions to Extend...
Alliant Launches Custom Audience Solutions to Extend Social Influencer Reach Across All Channels
Alliant said it has launched a new set of audience segments based on what streaming services people subscribe to and the programs they watch. The launch includes more than 250 audience segments based on streaming subscriptions and viewing, combined with transactional, demographic and lifestyle insights. New categories include subscribers grouped by service, audiences based on streaming subscription
Alliant Launches Streaming Subscriber and Viewership Audience Segments
Background In today's fragmented TV landscape, accuracy is everything. As advertising investment in CTV and OTT channels continues to grow, so does the demand for accurate, high-quality audience data. By combining billions of verified transactions with rich demographic and lifestyle insights, Alliant delivers highly predictive, purchase-based audiences that enable marketers to seamlessly activate
Alliant & Matchbook: Elevating CTV Audience Matching & Targeting Through Qualified IP Resolution
Alliant Partners with InfoSum to Power Privacy-Safe Data...
Alliant Partners with InfoSum to Power Privacy-Safe Data Collaboration for Brands and Agencies
Alliant Partners with InfoSum to Power Privacy-Safe Data Collaboration
Alliant Partners with Madhive, Providing Local Marketers...
Alliant Partners with Madhive, Providing Local Marketers Access to High-Quality Audiences Optimized for TV
New integration offers transparent access, at scale, to high-quality data at competitive rates. BREWSTER, NY / January XX, 2025 / Alliant, the leading data-driven audience company, and Ribeye, a premier emerging C.O.W. - consolidated omnichannel/platform workflow, today announced that Alliant Audiences are now available in
Alliant Partners with Ribeye Media to Bolster Data...
Alliant Partners with Ribeye Media to Bolster Data Transparency and Scalability
Alliant Prioritizes Data Expertise with New Executive...
Alliant Prioritizes Data Expertise with New Executive Sales Hires
Alliant has long argued that 'the future of targeting isn't audience or contextual; it's quality,' and challenged the ad tech industry to look beyond the usual binary debates. For years, marketers have swung between two schools of thought: audience-based targeting powered by identifiers and contextual targeting powered by content. While both have value, neither
Alliant + Proximic by Comscore: The Future of Targeting Will Be Defined by Quality
In an ever-evolving data landscape, Alliant has always put privacy and responsible data practices at the core of its business. Today, Alliant is excited to announce that it has strengthened its organizational commitment to delivering first-class data privacy and compliance even further by becoming a member of the Network Advertising Initiative (NAI). The NAI is the
Alliant Strengthens Commitment to Data Privacy and Compliance by Joining the Network Advertising Initiative
With a deep history of building solutions, systems and teams that operate with the highest standards of data compliance and transparency, Alliant seized the opportunity to be among the first companies certified by the IAB Tech Lab for the Data Transparency Standard (DTS) in 2020. Today, we are excited to announce that we've strengthened our
Alliant Strengthens Commitment to Trust and Transparency with Neutronian and IAB Tech Lab Certifications
Alliant - Top Data-Driven Marketing Solutions Provider 2024
Alliant Unveils Custom Audience Solutions to Expand...
Alliant Unveils Custom Audience Solutions to Expand Influencer and Social Media Impact
In celebration of National Intern Day, we're excited to spotlight the talented interns who've joined Alliant this summer! Interns play a vital role in Alliant's culture of innovation and growth, bringing
Alliant's 2025 Intern Class: New Talent, New Possibilities
In the start-up days of Alliant, the original data science team held SAS as the gold standard for analytics. They chose it to be the critical tool in developing regression models, core to Alliant's solutions. Over time, SAS also became embedded in our production processes. To meet the expanded workloads and requirements of modern marketing,
Identity is the foundation for delivering amazing customer experiences - enabling data unification, insights, enrichment and the delivery of people-based marketing strategies. However, effectively connecting and managing identity has become an increasingly daunting task for brands as consumer buying behavior has fragmented across a myriad of channels. These challenges are compounded by a daily stream of
Alliant, The Audience Company, announced a partnership with Eyeota, the leading data partner to global enterprises, giving Eyeota access to a brand-new set of Alliant's industry leading Brand Propensity audiences. Through the partnership Eyeota will be the exclusive data exchange partner for new audiences covering the gaming and insurance categories. Marketing Technology News: MarTech Interview with Anu
Alliant's New Credit Card Sourced Gaming And Insurance Audiences Launch With Eyeota As Exclusive Data Exchange Partner
For 21 years Alliant has served consumer brands and their partners, powering marketing performance with advanced data and analytic solutions. As consumer behavior has evolved, Alliant has always stayed one step ahead. We're excited about our updated look, mostly because of what it means for our clients and partners. The team has been
Alliant's New Logo Represents New Ways for Brands to Grow
Alliant is excited to announce a partnership with RTBiQ, the cross-device, cross-format ad platform. With consumers continuing to shift towards mobile and connected devices, RTBiQ offers a unique analytic engine that delivers the optimal ad impressions based on a proprietary algorithm, predicting the likelihood that an ad impression will lead directly to a
An Alliant Partnership Means More Qualified Audiences for RTBiQ Users
To our valued Members, Customers and Partners, Over the past six weeks we have watched the marketing community respond to the call for equality and inclusion in our country, our workplaces and in the messages we deliver every day. As an active industry participant, Alliant has been moved by the solidarity expressed in protests - and
AN OPEN LETTER: Building Change Together, One Audience at a Time
Pharma marketers are moving away from a promotional mindset and toward partnerships built on trust and value, said Christine Lee, head of health strategy partnerships at AnalyticsIQ, in a conversation with Fierce Pharma's Rebecca Willumson. Lee emphasized that empowered patients, combined with smarter data and connected experiences, have pushed marketers to treat both patients and
AnalyticsIQ's Lee: Pharma marketing shifting from promotion to partnership
Consumer psychology in marketing is the practice of using cognitive science and behavioral research to understand why people notice, trust, remember, and act on messages. At Alliant, this matters because marketing performance depends on more than knowing who consumers are or what they bought; it depends on understanding the mental shortcuts, motivations, and emotional triggers
Applying Consumer Psychology in Marketing Strategy
Remember when Artificial Intelligence usage was just a fantastical sci-fi dream we expected to only see in movies? Well, fast forward to today, and AI is not just science fiction-it is an integral part of our daily lives! From binge-watching personalized recommendations on Netflix to asking Siri about the weather, AI has not only
Artificial Intelligence Usage & Perceptions
Previously featured on AdExchanger The news that Oracle plans to shutter its advertising business by the end of September has sent shock waves through the ad industry. Over the past decade, the company has
As Oracle Terminates Its Ad Business, Here's How Customers Can Adapt
The 2024 presidential election is gearing up to be one of the most competitive and strategically complex elections in recent history. Being able to quickly adapt to the highly competitive environment and rapid shift of voter sentiment is crucial for maintaining relevance and effectiveness. As political campaigns continue to push the boundaries of what's
Audience Strategies that Maximize Election Impact in a Crowded Ad Space
See how Alliant insight created a 67% lift in consumer conversions for this auto company. Read about the process here.
Auto Finance Company Drives More Deals with Targeted Creative - Alliant
Beet Retreat Berkshires 2025 - Navigating TV's Fluid...
Beet Retreat Berkshires 2025 - Navigating TV's Fluid Audience (Breakout Session Presented by Alliant)
Recently, the Alliant team joined the brightest minds across advanced TV, data, media, and measurement in San Juan for Beet Retreat 2026. The conversations were candid, the sessions were strategic, and a few themes surfaced throughout. Here's our top five take aways from #BRSJ2026: 1. Fragmentation Is the
Beet Retreat San Juan 2026 – Top Five Takeaways - Alliant
Onboard Qualified Customer Segments from Your Data Mart for Higher Campaign ROI Imagine this: Your CEO says your team needs to increase revenue from existing and former customers. 'You should be mailing everyone,' he says. Hold the phone. Everyone? No direct marketer in their right mind would mail their entire house-file without any segmentation. It would be money
Being an Alliant Member Means Better Facebook Targeting, Too
Part 3: Benefits and Challenges on the Road to Peace of Mind Note: This is the third part in a series of blog posts Alliant will publish on its experiences achieving SOC 2 certification. You can download the entire series here. Most certifications entail a two-step process. First your organization goes through an
Benefits and Challenges on the Road to Peace of Mind
Part 4: Benefits of Achieving Data Security Certification Note: This is the fourth installment in a series of blog posts Alliant has published on its experiences achieving SOC 2 certification. You can download the entire series here. Achieving certification is not something an organization can do once and then rely on forever. It
Benefits of Achieving Data Security Certification
Black Friday and Cyber Monday aren't just retail traditions. They're cultural phenomena. Every year, consumers flood the internet (and occasionally stores) to score deals, and marketers flood every channel to meet them there and capitalize on the latest Black Friday and Cyber Monday shopping behaviors and trends. But here's the thing – Black Friday and Cyber
Black Friday and Cyber Monday Shopping Behavior
See how Alliant's campaign optimization model led to 20% more mailing names for BottomLine Inc. Read the success story here.
BottomLine Inc. Uncovers New Prospects in a Double-Model Approach - Alliant
See how an Alliant campaign created more than 1.7 billion mpressions and a 200% increased click through rate. Read the success story here.
Boutique E-Tailer Increases Sales With Programmatic Audiences - Alliant
Consumer-packaged goods (CPG) advertisers increasingly demand a unique precision in audience targeting. With thousands of SKUs, nuanced consumer loyalties, and wide-reaching distribution, advertisers deserve a custom approach to their audience strategy using the right data. Building custom CPG audiences enables advertisers to factor in brand and product data
Building a Custom CPG Audience Is Faster and Easier Than You Think
Alliant partnered with the brand to develop a data-driven acquisition strategy, building a suite of custom look-alike models using the brand's first-party data as a foundation, combined with Alliant's rich transactional dataset enriched with demographic and lifestyle data attributes. The model seed focused on seasonal buyers who made purchases during the same time period in prior years.
Carving New Paths to Customer Acquisition for a Premium Outdoor Apparel Brand
Alliant celebrated its 20th anniversary this August, serving as an opportunity to reflect on how far we've come and where we are going. Alliant's President & CEO, JoAnne Monfradi Dunn, has led the company through multiple waves of change over the last two decades, evolving the business from a credit scoring cooperative to an omnichannel
The Alliant team wasted no time kicking off 2026. We started the year in Las Vegas at CES 2026, where innovation moves fast, conversations run deep, and the future of marketing, data, and technology takes shape in real time. From packed keynote halls to impromptu
CES 2026 Takeaways: What This Year's Conversations Mean for Marketers and Data Teams
Up until very recently, more than half of marketers did not believe that Google would deprecate the third-party cookie in Chrome. But here we are: The time is upon us. The long-foretold deprecation is indeed underway. The full effect of cookie deprecation isn't being felt
Charting a New Course and Leading Advertisers Beyond the Cookie
Road Scholar, a non-profit provider of educational travel programs for adults, aimed to drive enrollment via signup of a direct mail offer to receive their course catalog.
Collectibles Company Reactivates Inactive Customers with Data-Driven Direct Mail - Alliant
Summer's in full swing and with it comes the familiar itch to get away – as well as fresh consumer travel trends. This year, people aren't just looking for a break. They want something that means something. Thanks to our TravelIQ data, we've seen the shift firsthand. Today's travelers aren't chasing postcard moments. They're chasing connection
Consumer Travel Trends That Defined 2025 | Alliant
See how an Alliant reactivation model rises to the top of a campaign challenge for a leading cooking magazine publisher. Read about the process here.
Cooking Magazine Brings Inactive Subscribers Back to the Table - Alliant
In the modern marketing landscape, understanding the intricacies of consumer behavior is crucial, particularly for consumer-packaged goods (CPG) brands. CPG is a diverse and expansive market, with thousands of competing brands offering products that range from household essentials to personal care items. For marketers aiming to succeed in this
CPG Data Tells the Story of Us, and It's a Custom One
See how Alliant on-demand response models expanded this bank's campaign circulation by 64%. Read the success story here.
Credit Mailer Banks Bigger Profits with Tailored Segments - Alliant
Neutronian Certified Performance Case Study Your Content Goes Here Challenge Capturing the attention of prospective family travelers is a constant challenge in the competitive travel space. Connected TV (CTV) offers brands a powerful channel for storytelling and promotional messaging. A premier family cruise brand needed their CTV audience strategy
CTV Audiences That Convert Viewers Into Vacationers for a Family Cruise Brand - Alliant
Data is the fuel that keeps many marketing machines running, so it's no surprise that a TV manufacturer like Vizio has found success by acting as a data company. Vizio has the unique ability to report back on what its customers are watching, and that data is critical in a marketing ecosystem that is exploding
CTV Walls Grow Higher With Walmart & Vizio, But That's not a Bad Thing
Custom Audiences Boost Publisher Subscription Goals on Social Media - Alliant
See how a beauty and cosmetic company scaled new customer acquisition with a 20% lower CPO by using an Alliant syndicated, on-demand audience. Read the success story here.
See how an Alliant campaign for a digital investment management platform performed 74% better than the campaign average. Read the success story here.
Custom Model Give Acquisition a Makeover
See how a jewelry and collectables marketer increased program rollout by 400% with Alliant Audiences. Read the success story here.
Custom Model Reveals New Prospects for Facebook Targeting - Alliant
Brand marketers may find themselves seeking a silver bullet to achieve their first-party data goals, but there's no one-size-fits-all solution. To be effective, first-party data assets must be sizable, and brands must make investments to collect, manage and activate these assets. Data cooperatives have a long history working for brands, particularly those with a
Data Cooperative or CDP: Which Is Right for Your Brand?
Lately, we've been hearing this question a lot: 'Is a data coop like a clean room?' For marketers and those on the programmatic or TV side of the house, they may not have had previous experience with a coop, so comparing the unknown to a known is a great way to explore
Data Coops: The Data Collaboration Party Every Brand Should Join
Direct Mail remains a powerhouse in the marketing arena, renowned for its effectiveness in capturing audience attention and providing exceptional ROI. However, in today's landscape, success hinges on more than just sending out mailers. With costs on the rise, audiences shrinking, and response rates declining, brands deploying direct mail must adopt a data-driven approach to
Data-Driven Direct Mail: Strategies for Success | Alliant
Delivering strong Q4 performance has always been an imperative for brands. While this year is no exception, it is even more imperative that brands be nimble and responsive to the changing economy and consumer behaviors. The good news is that, even in times of economic uncertainty, consumers still spend big during this year-end shopping season.
Data-Driven Tips for Maximizing Holiday Sales in a Downturn
Data is lifeblood for Insurance Providers Any actuary will tell you that data is a non-negotiable asset in the insurance industry. The right data - combined with advanced techniques for applying it - can make the difference between major profits…or an event with major costs.
Data & Predictive Analytics in Insurance: Targeting Clients vs. Prospects
Consumer spending has always been a moving target-unpredictable and ever-evolving. However, the pace of new behavior seems to be moving at breakneck speed for several reasons. At Alliant, data best practices enable us to mediate anomaly spend behaviors and reduce their impact on data strategies and models in non-anomalous times, while appreciating the learnings that such
Data Strategies for the ‘Next Normal' of Consumer Purchase Behavior
Over the course of 2020 and into 2021, the Alliant team has continually monitored the impact of the pandemic on our Member community. The trends specific to the Food & Beverage vertical, particularly those with subscription and or home/delivery models, have proven to be intriguing. Many of these companies benefited from the shifts in consumer
DataHub Consumer Insights: Food & Beverage Home Delivery Trends
Marketers work across many sources and disciplines of data. After all, data is truly a space full of possibilities, and partners. As marketers are tasked to lead the charges on big initiatives like first-party customer data management and consumer data privacy, knowing this landscape is paramount. Also knowing data cooperatives, and the role they play,
Debunking the Myths of Data Cooperatives
If you are looking to go bigger with your direct mail efforts, you've landed in the right place. What does 'go bigger' mean to you? It could be increasing volume, improving performance, or maximizing efficiencies and generating cost savings. Direct mail is one of the most proven and cost-effective channels for generating high-value customers, which
Delivering Growth: Direct Mail Strategies to Help You Go Bigger
Turn Challenges into BIG Opportunities Direct mail remains a powerhouse marketing solution for driving marketing results. Through the right audience strategy and optimization through predictive modeling, direct mail marketers are finding success and thriving. This tactical webinar created specifically for direct mail brands and agencies will serve as a guide on how to increase your
See how a major life insurance company produced a 7% higher response rate and 14% more internet orders with digitally co-targeted audiences. Read the success story here.
Digital Co-Targeting Increases Response for Life Insurance Company
In an industry where newer channels and breaking news dominate the headlines, it's understandable that some traditional marketing channels like direct mail don't get the attention and credit they deserve. But make no mistake: direct mail marketing is the original data-driven performance channel that savvy omnichannel marketers have been successfully using for years to deliver marketing
Direct Mail: The OG Data-Driven Performance Channel
As the 2026 midterms heat up, campaign strategists are facing a familiar challenge with new intensity: how to cut through the noise, connect with increasingly fragmented audiences, and convert engagement into votes. According to AdImpact, total political ad spend this cycle is expected to surpass $10.8 billion, a 20% increase over
Direct Mail's Political Power Play: Why 2026 Campaigns Need to Double Down on Data Direct Mail's Political Power Play: Why 2026 Campaigns Need to Double Down on Data
A version of this post originally featured in AdvertisingWeek Changes to the marketing world haven't been uniform throughout the pandemic, and while direct mail posted solid performance in 2021, it did not come without its challenges. Direct mail marketing has fallen victim to the supply chain issues gripping countless industries, making it hard to
In March 2020, when the ad industry slowed to a crawl, there were many questions about what the future held. The uncertainty of the pandemic spilled into everything, and there were questions swirling about when advertising would come back, and what it would look like. More than a year later, recovery is underway. But the
Direct Mail's Short-term Obstacles Could Provide Long-term Benefit to Marketers
See how Alliant's Facebook advertising solution generates local buzz and in-store visits for this national discount retailer. Read the success story here.
See how an Alliant targeted Facebook campaign increased in-store traffic and social media activity for a national discount retailer. Read the success story here.
Discount Retailer Drives Traffic to New Store Locations - Alliant
Originally Featured in Advertising Week Recently I was having a conversation with leaders in the advertising technology and agency space. Like many online discussions lately, this one centered on the future of ad targeting and the world without cookies. As we talked about what the future held, an idea popped into my head: does
Welcome to the second installment of Alliant's 'Doing More with Less' series, designed to help marketers make the most of their limited budgets and resources in a time of economic uncertainty. Previously we've explored cross-channel audience activation and here we're addressing how data cooperatives help marketing organizations make the most of
Doing More with Less: Leveraging a Cooperative to Boost First-Party Data
Given the current economic climate, marketers have been tasked to do more with the same (or less) than they've had in recent years. In day-to-day terms, that means brand marketers and agencies must find new ways to extract maximum value from every investment, including data. The shifting data landscape-characterized by more stringent regulations and the loss
Doing More with Less: Maximizing One Audience Across Channels
Welcome to the third installment of Alliant's 'Doing More with Less' series, designed to help marketers make the most of their limited budgets and resources in a time of economic uncertainty. Previously we've explored cross-channel audience activation and how data cooperatives help marketing organizations make the most of first-party data assets. Here
Doing More with Less: Optimize Campaigns Before They Launch
Brands are aware of the need to be first-party data-driven, yet many of their data strategies have not progressed far enough in this direction. Google's plans to end third-party cookie support have put brands on the clock. The larger privacy trend, of which cookie deprecation is just one component, should have brands
Don't Let Turnover Damage Your Brand's Data Strategy
In 2022, an astounding 92 percent of U.S. households were reachable by CTV programmatic advertising. In other words, connected TV advertising represents a tremendous opportunity for today's direct-to-consumer brands. Some DTC brands approach CTV as an extension of their digitally native strategies, others as an evolution of more-traditional
DTC in CTV: Best Practices for Data-Driven Success
The pandemic has brought on a great deal of uncertainty for nearly every business, especially those with direct-to-consumer business models. Early expectations were that the pandemic would crush DTC businesses' growth. However, Alliant's observations of clients and DataHub Members who operate DTC businesses show that the actual results have been mixed. Some
DTC's Challenge: Identifying Long-term Customers Amid an Unexpected Boom
Economic data paints the picture of the current state of the economy, which of course, informs business strategy decisions every day. At the most basic level, if the economy is good, brands generally lean into quality messaging. If the economy is down - or perhaps even experiencing high inflation - brands tend to push
Economic Data: The Secret for Game-Changing Model Performance
Educational Travel Not-for-Profit Finds the Best Catalog Response Results with Alliant - Alliant
See how a major electronics brand used an Alliant custom audience to exceed campaign benchmarks by 40%. Read the success story here.
Electronics Brand Drives Higher Mobile Engagement
It's natural for brands considering joining a data cooperative to have questions, especially on the topic of privacy and compliance. In 22 years as a leading data cooperative, Alliant has invested considerable effort and resources ensuring the utmost compliance and data privacy for DataHub Members and their data. Alliant has a wealth
Elevating Privacy and Compliance Awareness – A Guide for Prospective DataHub Members
Will 2024 be wheels-up for advanced TV? Industry predictions indicate addressable TV advertising will continue to build momentum this year as advertisers look to effectively reach desired audiences across channels. Even though all the signs are positive, not everyone is on board – or more simply put – aware of what's possible. There's a host
Embracing Advanced TV in Your Targeting Strategy
If you are a data scientist like me, you may have rolled your eyes more than once at the casual and frequent mention of 'machine learning' in advertising. There is far more nuance to this topic than a single phrase can capture. Consumer advertising to the masses boasts ML and 'AI' capabilities of cars, healthcare
Ensemble Methods: Combining Machine-Learning Models for Improved Marketing Performance
Exclusive: Data Firm Alliant Hires Bank to Pursue Sale
An interview with subscription marketing expert and Alliant CEO, JoAnne Monfradi Dunn. I recently joined the Alliant team as a Marketing Coordinator and sitting down with, Alliant President & CEO, JoAnne Monfradi Dunn, presented an opportunity not only for myself as I start my marketing career, but one to share with others. Starting her career as a
Exclusive Subscription Marketing Insights from Alliant's CEO
Experian Launches Its First-Ever Third-Party Data...
Experian Launches Its First-Ever Third-Party Data Marketplace (mentions Alliant)
Alliant has big plans for 2022 and we're excited to be starting off the year with new talented associates. The best part? Growth is happening across all areas of the business, including Sales, Client Success, Data Science, Compliance, and Finance. These six new additions will help Alliant continue to serve our brand, agency and platform
At the start of 2020, many individual states were exploring laws to match the California Consumer Privacy Act of 2018. In response, businesses across the country advocated for a federal privacy bill to avoid the need to interpret and adhere to 50 different laws. However, in the wake of the unfolding pandemic, most proposed federal
Federal Privacy Regulations: What Happens Now?
See how Alliant segments had a 20% higher net response performance for this publisher. Read the success story here.
Financial Magazine Expands its Qualified Universe While Improving Net Response - Alliant
Every fall, football takes over our screens, timelines, and group chats. It's a cultural moment marketers love to tap into. But here's the twist – you don't need to buy game-day media to drive football fan engagement. Because the truth is, these fans don't just live in the stadium or on Sunday Night Football. They're on
Football Fan Engagement: Insights That Go Beyond Sundays
See how Alliant's custom audience segments outperformed average campaign metrics for this family brand. Read about the process here.
Fortune 100 Brand Drives Event Attendance with Hyper-Local Marketing - Alliant
Post-Merge Optimization is Your Hotline for Greater Campaign Profits Every marketer on the planet recognizes the value of merge-purge - no one would hit the mail without de-duplicating names, selecting the most cost-effective lead sources and keying-up test panels. It's just good business. Now marketers are learning that a solid performance model can deliver profit benefits
Four Tips for Using Your Favorite Model After the Merge
As of June 2022, overall travel spending in the U.S. had surpassed 2019 levels for the third consecutive month, hitting a high of $105 billion. At the same time, though, 43 percent of American travelers are saying that gas prices will greatly impact their travel decisions over the next six months. In
Four Ways Travel Brands Drive Loyalty with Fresh Data Strategies
Coffee culture has created a divide that goes beyond flavor-choosing Dunkin' or Starbucks often says more about your identity than just your caffeine preference. The cup you grab on your commute or the cafe where you catch up with friends can reflect broader lifestyle choices and values. This sense of 'coffee tribalism' is well-established. Brand loyalty
Freshly Brewed Audience Insights on Dunkin' vs. Starbucks Drinkers
Brands that have continued to grow and evolve in the face of challenging times have harnessed data across their organization, particularly in their marketing efforts. Rapid change to how consumer data is acquired and activated is forcing brands to rethink data strategy. Marketers and their partners are focused on the pending deprecation
In today's market, data is king. Knowing how to leverage consumer marketing data can help businesses better understand their target audience and create more effective marketing campaigns. But where do you start? In this post, we will cover the basics you need to know about consumer marketing data – from defining it to understanding its
Harnessing the Power of Consumer Marketing Data: Key Tips
See how an Alliant model increase overall profitability by 32% for this book publisher. Read the success story here.
Health Book Publisher Increases Profits with Every Campaign - Alliant
See how a marketer used an Alliant custom model to increase profit per customer by 144%. Read the success story here.
Health & Wellness Marketer Increases Call Center Productivity - Alliant
The busiest spending season has come to a close, and consumers now have their sights set on starting the New Year off right. For many, this means setting new goals to aspire towards in the next 12 months. But did you know that 80% of people give up on their resolutions in the first six weeks?
Case Study Your Content Goes Here Neutronian Certified Performance Case Study Challenge High-quality, privacy safe data is in advertiser demand, but its not always easy to understand how different data sets actually perform against each other. Pre-campaign audience planning must
High-quality, certified data delivers on advertiser KPIs - Alliant
See how beloved children's publisher, Highlights, achieved 300% higher ROMI with an Alliant custom model. Read the success story here.
Highlights for Children Capitalizes on Growth with Model Rebuild - Alliant
The Direct Marketing Club of New York kicked off the year hosting the 2022 Industry Forecast Annual Outlook event. As a proud sponsor, Alliant joined fellow marketers and industry leaders to hear Winterberry Group's Senior Managing Partner Bruce Biegel review the top trends coming out of 2021 and his cross-channel U.S. marketing spend predictions for
Highlights from Winterberry Group's 2022 Annual Market Outlook
See how a high-end bedding marketer saw a 30% ROI increase for their direct mail efforts with an Alliant custom optimization model. Read about the process here.
Home Furnishings Retailer Increases Direct Mail ROI - Alliant
See how an Alliant custom model exceeds goals for twelve months after roll-out. Read the success story here.
Home Product Marketer Identifies Buyers Who Love Promotional Offers - Alliant
Consumers' media consumption habits have evolved and so has the way brands communicate with consumers. Such was the case with a leading financial institution, which launched a brand awareness campaign in March 2021.
Home Warranty Company Protects Homeowners and Their Bottom Line Through Data Optimization - Alliant
Case Study Your Content Goes Here Neutronian Certified Performance Case Study Challenge High-quality, privacy safe data is in advertiser demand, but it's not always easy to understand how different data sets actually perform against each other. Pre-campaign audience planning must
How Alliant's Data-Driven Audience Strategy Transformed a Leading Hotel Brand's Acquisition Campaign - Alliant
How brands are extending social influence and commanding...
How brands are extending social influence and commanding cross-platform conversations
Facebook is currently enduring a storm unlike anything it has had to weather in the past. An hours-long outage across its apps trailed after a whistleblower statement accused the company of valuing profit and revenue above the safety of its users. And just days before this, Apple's App Tracking Transparency (ATT) updates forced the social
How Brands Can Re-Imagine Facebook Ads Audience Modeling in the Face of Controversy
How cookie deprecation, first-party data and privacy...
How cookie deprecation, first-party data and privacy regulations are impacting the data landscape (by Dave Taylor)
Programmatic trading revolutionized how online ads are bought and sold. DSPs are standard tools for ad buyers, helping brands pursue their audiences across the internet and buy at scale with increased efficiency. Meanwhile, digital publishers adopted SSPs to open up their inventory to more buyers and increase yield. We're now entering a period
How CTV is About to Rewrite the SSP Model
How marketers are adapting to the new realities of data...
How marketers are adapting to the new realities of data privacy (by Dave Taylor)
Previously featured on Digiday Recent legislation across several states signals a significant shift in the marketing and data privacy landscapes. As of July 2024, 19 U.S. states have passed data privacy regulations, with more on the way. The fragmented data privacy reality that's long been foretold is finally
How Marketers are Adapting to the New Realities of Data Privacy
Quite the contradictory title if I do say so myself. But very true, especially for multichannel retailers. The negative behaviors of customers, whether returning products, cancelling orders, or a range of other actions, can ultimately lead to better marketing, sales and operations. There is a caveat though – these behaviors require the right strategy and
How Negative Consumer Behavior Can Lead to Better Outcomes for Multichannel Retailers
Back-to-school shopping has always been a major retail moment, second only to the holiday season in annual consumer spending, but in 2026, the season looks less like a late-summer sprint and more like a carefully planned relay. Families are spreading purchases across months, watching promotions closely, and looking for ways to balance must-have items
How Predictive Data Helps Brands Reach Back-to-School Shoppers Before the Rush
A leading media publisher sought to improve the efficiency and performance of direct mail reengagement campaigns targeting lapsed subscribers. Traditional list targeting approaches often produced inconsistent response rates, particularly among older lapsed audiences who had been inactive for several years. The publisher needed a more strategic way to identify expired subscribers most likely to respond to an offer and convert to a paid subscription, while improving the overall efficiency of marketing spend. Solution
How Predictive Modeling Increased Reengagement and ROI Among Lapsed Subscribers - Alliant
For brands to deliver marketing that is relevant and impactful to the modern consumer, a deeper understanding of key behaviors and identifying characteristics is paramount. A retail company, for example, could offer more relevant and personalized experiences to their customers if they understood places they shop, how they spend their time outside of their physical
How to Enhance the Customer Experience with Data Collaboration
Extensive campaign analysis embodies the scientific beauty of direct mail, allowing savvy marketers to test, evaluate and roll out creative, audience and offer variations. Today, close scrutiny of direct mail performance has become a means of survival, with marketers trying to prove ROI to stakeholders at every drop. With rising costs and shrinking campaign universes,
How to Justify Spending on Direct Mail Optimization
The data landscape is a remarkably fluid one, and that means marketers need to be fluid in how they think about their data partners and sources. Simply put, not all data that marketers rely on today will be there tomorrow. Having a plan to adapt to the loss of a data partner is a key
How to Manage the Loss of a Data Partner
Marketers and brands know they are losing access to the third-party cookies that once fueled their marketing and ad campaigns. But even with the growing pressure amid an approaching deadline, there are still brands that are slow to create and adopt a first-party focused data strategy. What is holding brands back from developing robust
Marketers and brands know they are losing access to the third-party cookies that once fueled their marketing and ad campaigns. But even with the growing pressure amid an approaching deadline, there are still brands that are slow to create and adopt a first-party focused data strategy. What is holding brands
How to Overcome Roadblocks in Your First-Party Data Roadmap
Brands with strong data strategies are extremely adaptive, and part of that nimbleness comes from having a solid data testing approach in place. Data testing-the process of evaluating new data sources for partnerships, licensing, product development and more-is an increasingly vital component of a strong overall marketing program. That's because, in a dynamic and fast-evolving
How to Plan and Execute a Successful Data Test
As TV advertising shifts toward streaming, data is more critical than ever. Suvadip Choudhury, Alliant's Head of TV Partnerships, shares his perspective on the evolving television landscape and the critical role data plays in driving long-term advertising success. Learn the key questions advertisers should be asking when evaluating data strategies and
How to Thrive in the New Age of TV with Data
Advancements in technology and solutions have modernized the direct mail channel, enabling many of the beneficial features of its digital counterparts. Triggered direct mail, also referred to as programmatic direct mail, allows brands and advertisers to follow up with targeted mail pieces in response to consumer actions. While this approach is great for a variety
How Triggered Direct Mail Campaigns Can Perform Better
See how an Alliant model produces generous results in both response rate and donation amount for this nonprofit. Read the success story here.
Humanitarian Nonprofit Increases Response & Average Gift - Alliant
Alliant is proud to announce that Chris Morse will be honored as the Hudson Valley Direct Marketing Association's Young Professional of 2017. The award will be presented this Friday, December 8th, at the organization's annual holiday luncheon in Greenwich, CT. Chris is a versatile professional with a passion for digital marketing. As manager of digital partnerships
HVDMA Selects Alliant's Chris Morse as Young Professional of the Year
A major wave has crashed over the digital industry: the idea that marketers should only use first party instead of third party data, and that there isn't room for both. 'We've come to find that first party data performs better than third party data, so we've pivoted our focus to first party data and away
Ignore the Buzz - Third Party Data is STILL Key to Growing Your Business
This summer Alliant's President and CEO shared an open letter about diversity and inclusion in our workplace and industry. Laid out was a goal to create more inclusive marketing: 'As an industry, we need to go beyond creative and boycotts, and challenge ourselves to make every component of marketing fair and inclusive. With
Inclusive Audiences: An Ongoing Conversation
See how a major life insurance company used an Alliant custom model to increase the amount of records. Read the success story here.
Insurance Marketer Expands its Universe with Smart Audience Selection - Alliant
See how Alliant's custom solution for a leading health insurance company generated double the number of leads originally budgeted by the insurer's marketing team. Read the success story here.
Insurance Marketer Writes More Policies At Half the Cost - Alliant
Matthew Pressimone is a graduate student at the University of Pennsylvania where he will finish his Master of Science in Engineering in Data Science next May. He earned a Bachelor of Science degree in Mathematics at Binghamton University. Matthew has a passion for playing music and in his free time, plays an instrument called the
Alliant is excited to introduce the latest talent joining the organization! Their diverse backgrounds and skills will bring fresh perspectives and a shared dedication to pushing boundaries and driving success. New associate contributions will be invaluable as we strive to continue delivering innovation and excellence across everything we do. Welcoming Amy Lyons as Alliant's
Introducing Alliant's Valuable Additions and Emerging Talent
In the ever-changing world of audience data, people are the true innovators and arbiters of success for Alliant customers. That's why Alliant is always on the lookout for exceptional individuals who are not only the faces of our brand, but strategic partners to our agency, brand, and platform customers. Alliant is committed to attracting and
Inverness Graham Acquires Alliant, A Leading Advertising...
Inverness Graham Acquires Alliant, A Leading Advertising Data Company
Inverness Graham Announces Acquisition of Alliant
Inverness Graham-Backed Alliant Acquires AnalyticsIQ,...
Inverness Graham-Backed Alliant Acquires AnalyticsIQ, Expanding Suite of People-Based Marketing Data & Analytics Solutions
Whether TV is part of your current channel strategy or not, many marketers are curious about the why and how of addressable TV. As TV became more data-driven, Alliant jumped in with the goal of extending our ad-tech leadership to this emerging space. Throughout 2019 we established relationships with OTT platforms, MVPD's (not up on
For most experienced marketers negative option contracts are nothing new. Traditionally the contract of choice for magazine subscriptions and continuity marketers, negative option deals today are enjoying a renaissance. Auto-renew offers are being used in emerging businesses ranging from subscription boxes to popular media services like Netflix, all manner of new information and services businesses, and
Keep Your Negative Option Approach Positive
October in NYC represented another major step forward for many in the ad industry with the return of live events. First with AdWeek, followed shortly by AdExchanger's Programmatic I/O, where the Alliant team was out in full force. There was a palpable, yet tentative energy in room, with so many of us excited to finally
Key Takeaways from AdExchanger's Programmatic I/O 2021
The Alliant team eagerly dusted off our suitcases last week to head back to San Francisco for LiveRamp's RampUp 2022 conference. It was an engaging experience where we had the opportunity to reconnect with old friends, foster new relationships, and discuss the year ahead for marketing data. The conference also allowed us to reflect on the
Leading Financial Institution Drives Brand Health with Alliant Audiences and Cadent - Alliant
See how a national brand used Alliant custom models and multichannel delivery to exceed 20% efficiency in CAC. Read about the process here.
Leading Food & Beverage Home Delivery Brand Meets Demand with Multichannel Optimization Strategy - Alliant
See how a leading satellite TV provider used Alliant custom audiences and Facebook inegration to exceed KPI goals in both scale and performance. Read the success story here.
Leading Satellite TV Provider Leverages Alliant Proprietary Payment Score Audiences to Power Facebook Acquisition - Alliant
Uncertain times have marketers scrambling to understand impact on consumer behavior and how to align brand experiences with the evolving needs of their target audience. You don't have to wander into the unknown alone − let data be your guide to enhance consumer experiences and give your campaigns a boost of confidence. Here are a few
Let Data be your Guide in Uncertain Times
Donna Hamilton, Alliant's Chief Innovation Officer joins Vincent Pietrafesa, the Vice President of B2B Product at Stirista on the popular The Marketing Stir Podcast. On this episode, listen in on a lively discussion on Donna's background in using different data sources, how she approaches data strategy in her current role, and some interesting personal tidbits. Learn
Leveraging Data Science for Powerful Audience Solutions
See how an Alliant custom response model led to a 100% increase in average response and payment rates for this publisher. Read about the process here.
Magazine Publisher Generates New Profits from Agent-Sold Subs - Alliant
See how a well-known TV and radio show host converted online leads to magazine subscriptions using an Alliant custom model. Read about the process here.
Magazine Publisher Makes Cross Channel Marketing Succeed - Alliant
See how this major religious publisher netted 24% in profit gains with an Alliant model. Read the success story here.
Magazine Publisher Mines Micropayments to Increase Profits - Alliant
See how an Alliant custom model led to a 38% revenue increase for this animal welfare charity. Read the success story here.
Major Animal Welfare Nonprofit Converts Leads to Donors - Alliant
See how a leading publisher reached a .23% click through rate using Alliant Audiences. Read the success story here.
Major Publisher Drives Online Book Sales and Consumer Engagement - Alliant
Travel behavior has become less predictable across traditional demographic lines. Two consumers with similar incomes can book completely different trips for completely different reasons. What shows up more clearly in the data is motivation. Some travelers prioritize convenience and structure. Others spend heavily on experiences, flexibility, or social influence. Those differences shape how they plan, book,
Mapping Modern Travel Consumer Behaviors: The Personas Driving Today's Tourism
Marketing runs on data-but the language around marketing data isn't always consistent. What is marketing data? At its core, marketing data is the information marketers use to understand people and improve performance based on that understanding of who people are (attributes), what they do (behaviors), and what they're likely to do next (predictions). It powers
Marketing Data Glossary: 95 Key Terms, Definitions, & Benefits | Alliant
Mobilizing for the future of marketing As the U.S. begins to slowly reopen, Alliant is wrapping up coverage on the marketing industry's pandemic response. We've examined both stats and success stories, and in this third installment we look ahead, with actionable ideas to keep moving forward. While we expect to see some changes phase out in the
Over the next few weeks the Alliant team will supply insights for our DataHub Members and customers to help navigate the overwhelming amount of news, surveys and information pertaining to the current marketing climate. Our team has been attending webinars, consuming news, and talking to our partners and each other to distill important trends.
Build Trust with your Teams, Partners and Customers Our first installment of 'Marketing Together' focused on the marketing and ad industry's response to COVID-19. We reported on some of the meaningful statistics and shifts in vertical spend, consumer behavior and business metrics. This week we'll look at the impact on relationship-building. Alliant has observed our community leaning
MarTech and eCommerce veteran poised to expand Alliant's digital marketing programs 'Success in data-driven marketing starts with a solid foundation. That's what drew me to Alliant. Our audiences are sourced from real consumer purchase transactions. It doesn't get better than that.' Matt Frattaroli is the newest member of the Alliant team. Joining the company as Vice President
Matt Frattaroli Joins Alliant as VP of Digital Platform Sales
Introducing the newest members of our ever-growing Alliant family. We are thrilled to extend a warm welcome to these exceptional individuals who not only bring their diverse expertise and passion to our team, but also embody our core values and commitment to excellence. Each new member represents a unique addition to our organization, bringing their
Meet the Team: New Top-Tier Talent in Q2
Acting as a consultative partner with our DataHub Members is a foundational component of Alliant's business approach. With 22 years of expertise in data privacy and compliance, Alliant commonly fields questions from customers around this important topic, especially when it comes to Membership. With all the new state regulations, it's time for an
Member Privacy and Compliance – Legal Q&A with Alliant
The countdown is on! The 2026 midterm elections will be here before we know it. In the upcoming months, communications and campaign managers across the country will be pulling out all the stops to ensure their candidate or cause reigns supreme at the polls. One of the tools that is being applied this season is
Midterms 2026: A data-driven battleground
Modern marketers are no stranger to using modeling to help them understand, target, and extend their audiences. What modeling or analytics means to people though may differ by their company or which channel their team is focused on. Traditional direct marketers have leveraged customized predictive modeling for many years, while digitally focused teams have
See how Alliant grew a medical device mailer's prospect pool by 50% and maintained its placement as the client's #1 performing data source. Read about the process here.
Model Trifecta Creates New Streams of Qualified Prospects - Alliant
As consumers navigate through a complex path to purchase, it's rarely a digital only or real-world only experience. According to a Periscope by McKinsey report, at least 60% of consumers said their purchasing journeys include both online and offline touchpoints. The marketing industry has evolved to prioritize the audience, rather than channel, and many brands
Modern Direct Mail Shouldn't Exist Without Optimization
Movie theater trends are constantly evolving as movies have been a popular form of entertainment in the United States since the late 19th century. Now, in the modern era with technology advancing more quickly than ever before, movie theaters have drastically changed–and with them, so too has the
See how a major multichannel marketer used member-specific custom variables to improve performance by as much as 13%. Read the success story here.
Multichannel Marketer Turbocharges the Performance of Existing Models
See how a leading national credit card advertiser improved their reach into their target audiences with an Alliant custom model. Read about the process here.
National Bank Credit Card Offer Takes Off with Compliant Audiences - Alliant
See how a national nonprofit gained 30% higher response rates and additional donor insights with a suite of custom Alliant models. Read the success story here.
National Nonprofit Turns to Alliant to Update its Donor Audience Strategy - Alliant
See how Alliant's turn-key digital display advertising solution produced more conversions for Nestle Waters. Read the success story here.
Nestle Waters Quenches its Thirst for New Subscribers - Alliant
Spring is in the air and with the arrival of warmer weather retailers traditionally look forward to a boost in traffic to their brick-and-mortar stores. However, with accelerating changes in buying behaviors, this once-reliable sales bump may not materialize for many brands in 2017. According to the Pew Research Center, nearly 80% of Americans are
Alliant is pleased to announce the release of 199 new digital audiences, now available in all major ad-tech platforms. These segments blend a unique source of transactional, auto, social, new mover, and demographic data elements - enabling marketers to reach highly engaged Alliant audiences across more verticals than ever before. Additionally, brands can now harness the
2023 marked an extraordinary year for Alliant with tremendous growth and achievement. We recognize that our ability to provide best-in-class audience solutions is fueled by the collective effort of a diverse and talented team. Alliant is delighted to introduce and welcome six new individuals that
Oiginally published on Adexchanger As marketers embrace the new privacy-first reality of data-driven marketing, data clean rooms have risen to prominence. Increasingly, they are becoming an important means of ensuring first-party user data remains secure and private when interacting with advertising partners. As a tool for helping marketers extract the maximum value from their data in
Previously featured on AdExchanger As marketers embrace the new privacy-first reality of data-driven marketing, data clean rooms have risen to prominence. Increasingly, they are becoming an important means of ensuring first-party user data remains secure and private when interacting with advertising partners. As a tool for helping marketers extract the maximum value from
New To Clean Rooms? Start Small, But Start Now
The new year came with some amazing additions to the Alliant team. At Alliant, we take pride in fostering a diverse company culture that values continuous growth, along with building a talented workforce to drive business forward.
New Year, New Talent: Alliant's Latest Hires Driving Success in 2024
See how Alliant segments, with retargeting, were responsible for 60% of all campaign conversions for this national non-profit. Read the success story here.
Nonprofit Builds Charitable Base & Reduces Costs - Alliant
See how an independent nonprofit saw a 200% improvement in response rates through Alliant's targeted ads. Read the success story here.
Nonprofit's Donations Get a Big Push - Alliant
See how Alliant Audiences became a staple in publisher's advertising package and increased site revenue. Read the success story here.
Online News Network Improves Campaign Performance - Alliant
The job of a direct mail marketer is vital to many brands but has become increasingly challenged by colliding factors such as the still-uncertain economic future and constantly growing postage costs. These challenges represent more reasons mailers should be doing everything they can to target qualified prospects, manage campaign costs, and drive profitable
Optimization Back Tests: The Secret Weapon to Drive Direct Mail ROI
Consumer shopping habits are being shaped by social media more than ever before. As marketers begin planning their upcoming holiday campaigns, it's important they understand and capitalize on the profound effect social media has on this crucial season. Whether it's a trending recipe, a viral product review, or a favorite creator's curated gift guide,
Planning for Holiday Influence: Social Media's Undeniable Impact
As the NHL and NBA playoffs light up screens across the country, marketers and advertisers have a rare moment to seize the passion of two highly engaged, yet distinctly different fanbases by understanding fan personas. But to make the most of this opportunity, it's not enough to simply know who these fans are-you need
Playoff Fan Personas: Personalized Playbooks for Engaging Hockey & Basketball Fans
Podcast advertising has quietly surged to the forefront of the ever-evolving world of digital marketing, capturing the attention of millions across the United States. Recent research from Alliant suggests that 65% of US adults have listened to a podcast in the last 3-months, and this explosive growth isn't just a trend; it represents a
Podcast Advertising: A Goldmine for Modern Marketers
What separates a message that resonates from one that gets ignored? For brands, nonprofits, and campaign strategists, the answer increasingly lies in understanding consumer behavior. Back-to-school shopping, charitable giving, and everyday household decisions may look different on the surface. But when you look at them through the lens of audience data, they reveal something powerful. By analyzing
Political Audience Insights to Better Understand Consumer Behavior
As a marketer, you are always on the lookout for ways to gain insights into consumer behavior to tailor your marketing strategies. Understanding consumer spending patterns is one such way that can give you a competitive edge in targeting your audience more effectively. In this blog, we will dive deep into predictive consumer spend data
Predictive Consumer Spend Data: A Treasure Trove for Marketers
The timer for the end of third-party cookies has been set by Google – and it's ticking away. While having some runway is nice, a courtesy that wasn't provided by the other browsers, it does not mean that any marketers or agencies should sit back and wait for 2022. The marketplace is already responding in
Private Equity Firm Buys Alliant As The Centerpiece To...
Private Equity Firm Buys Alliant As The Centerpiece To Its Platform Dreams
With the prevalence of custom audience tools in just about every platform, most marketers have at least some experience with modeling. It's easier than ever to upload a list and find a broader, yet similar, audience. Go beyond those basic tools though and you'll find yourself faced
See how a premier book publisher saw 130% improvement in interaction with Alliant's custom segments. Read the success story here.
Publisher Attracts Online Attention for Offline Products - Alliant
See how an Alliant model identified 80,000 profitable prospects for a magazine client. Read the success story here.
Publisher Turns Sign-Ups into Profitable Subscribers - Alliant
As a marketer, you'd be hard-pressed to have a future-looking business conversation that didn't reference the growing capabilities of artificial intelligence (AI). As of last year, 91 percent of Fortune 1000 companies were increasing their investments in AI, and 77 percent of marketers reported leveraging AI automation in their efforts. Embracing new technology isn't
Quality Audience Data, Marketing's Essential Element in Advertising with AI
Artificial intelligence (AI) might be the newest advertising industry obsession, but the old saying of 'garbage in, garbage out' still applies-and warrants heavy consideration as marketers move forward with new AI-driven solutions. No matter how sophisticated the algorithms or how advanced the technology, the success of AI systems fundamentally hinges on the quality of the
Quality Data is the Foundation for AI Audience Success
LiveRamp's RampUp has long been the premier event in the data collaboration space, and this year's event was no exception. In late February, leaders from media, ad tech, publishing, and agency communities came together to exchange ideas around three key content track themes: Build, Create, and Imagine.
RampUp 2025: The Big Five Data Takeaways
Originally featured on ANA The modern marketer's job now extends beyond eye-catching creative, impression volume, and engagement metrics. Marketing teams must define customer bases with the highest lifetime value - and then deliver those audiences at appropriately scaled acquisition and retention costs. As the ad industry looks for ways to maximize the use
Real Ways to Deliver ROI with Data Enrichment
Retail Media Networks (RMNs) are having their moment. Over the past few years, they have rapidly evolved from an emerging advertising channel into one of the most powerful forces in digital marketing. With brands pouring billions into RMNs, retailers are capitalizing on their most valuable asset-first-party shopper data-to create a highly targeted and high-intent advertising
Retail Media Networks and the Power of Third-Party Data
See how Alliant response models yield a 63% higher response rate for this large apparel retailer. Read the success story here.
Retailer Expands Targeting Efforts with Custom Acquisition Models - Alliant
Seasonal Catalog Success for High-Tech Electronics Using Look-Alike Models
Programmatic advertisers will have to account for many big changes in 2024, chief among them... seed data! Wait, seed data? Not signal loss or cookie deprecation? The Trade Desk (TTD), one of the largest media buying platforms, recently announced that beginning in Q1 2024, campaign planning will
Seed Series: Breaking News! Get Ready for Seed Data
C-suite alignment is critical for CMO success. President & CEO of Alliant JoAnne Monfradi Dunn discusses the challenges today's marketing talent face, and how to forge alignment and build a collaborative corporate culture. Key talking points: Breaking down silos that impact marketing leaders and their organizations. Embracing emerging marketing channels and technology advancements. Achieving positive impact
Silo Breaking C-Suites: A CEO's Perspective on the Role of CMOs
See how an insurance company used Alliant custom audiences to produce a new source of prospects and a 68% better CPA. Read the success story here.
Social Data Delivers Amazing Direct Mail Results - Alliant
Santa Claus can be found in cultures throughout the world, based on legends and real historical figures. Though some choose to not even believe he exists, to many, Santa is a figure of goodwill and the personification of Christmas cheer. His presence has frequently been traced back to a monk named St. Nicholas, born in
Special Research Report: Santa is a Data Scientist. And We've Got Proof.
Sports Marketing Platform Delivers Strategic Sponsorship Recommendations with Alliant Data Enrichment - Alliant
There's a certain poetry to how people shape their spaces. At Alliant, we look beyond the surface-the paint colors, the patio sets, the perfectly edged lawns-and dig into something deeper: the behavioral signals and psychological drivers behind those choices. Because understanding what people buy is only half the story. The real magic lives in why they buy. This
Spring Is Here: What You Need to Know About Home & Garden Audiences
January 28 marks the annual Data Privacy Day, which is more than just a date of awareness, but rather a calling for our industry to work towards advancing data privacy as we kick off a new year. On a day that many marketers might've missed as they recover from CES and then transition
State-by-state Privacy Laws: Are U.S. Brands Reaching Their Limit?
See how targeting Alliant audiences increased this national storage rental chain's conversion rate by 22%. Read about the process here.
Storage Rental Provider Lifts Results with Better Targeting - Alliant
See how this subscription marketer used an Alliant customized scoring process to increase upfront payments by 24%. Read the success story here.
Subscription Marketer Improves Bottom Line With Order-Stage Scoring - Alliant
See how an Alliant custom payment score increased retention rates for this subscription marketer. Read the success story here.
Subscription Marketer Increases Lifetime Value of New Enrollees - Alliant
Tax season may look like a blur of forms, logins, and late-night spreadsheet sessions, but behind it all is a massive amount of time, money, and behavior that brands can't afford to ignore. In the 2024 tax season alone, the IRS received 174 million individual and business returns, and about 93% of them were filed electronically.
Tax Season by the Numbers: A Snapshot of How Americans File
Telco Brand Leverages Custom Audience Models to Drive Higher Video Engagement - Alliant
Smart marketers know data can make a big impact on the performance of a campaign. When data is clean, fresh and relevant, it can give you a measurable lift in KPIs. But when it's mediocre, it‘ll burn through your budget - or worse, your customer relationship. The good news is, there is a lot of great data
The 8 Questions Marketers Should Ask Every Data Provider
Smart buyers know digital audience data can make a big impact on the performance of a campaign. When data is clean, fresh and relevant, it can give you a measurable lift in KPIs. But when it's mediocre, it‘ll burn through your ad budget - or worse, your client relationship. The good
The 8 Questions Media Buyers Should Ask Every Data Provider
The Ally – A new series from Alliant showcasing viewpoints from today's top thought leaders moving the audience and advertising industry forward. Hear from the industry's top movers and shakers as they share their unique perspectives on audience data, the advertising landscape, and their personal approach to navigating our evolving industry. At Alliant, we
The Ally: Featuring Andy Schonfeld from Tatari
Welcome to The Ally! A content series from Alliant highlighting the thought leaders shaping the future of audience data and advertising. In this Q&A, Brett Giroux, Senior Director of Data and Technology at OMD, shares his perspective on managing rapid change and turning advances in AI and data
The Ally: Featuring Brett Giroux from OMD
Welcome to The Ally-a content series from Alliant that spotlights the top thought leaders shaping the future of audience data and advertising. In this Q&A edition, we're joined by Charlene Cai, Senior Director of Audience Insights and Strategy at Omnicom Media Group. Charlene offers her expert take on the evolving role of audience strategies in media
The Ally: Featuring Charlene Cai from Omnicom Media Group
Alliant is always excited to bring forward viewpoints from companies that share a passion for innovative audience solutions. The Ally is a Q&A series where advertising industry movers and shakers share unique perspectives on audience data, the advertising landscape, and their personal approach to navigating an evolving industry. In this Q&A edition, we sit down with
The Ally: Featuring Howard Luks from PubMatic
The Ally – A content series from Alliant showcasing viewpoints from today's top thought leaders moving the audience and advertising industry forward. Hear from the industry's top movers and shakers as they share their unique perspectives on audience data, the advertising landscape, and their personal approach to navigating our evolving
The Ally: Featuring Murphy VandeMotter from Madhive
Welcome to The Ally! A content series from Alliant highlighting the thought leaders shaping the future of audience data and advertising. In this edition, we're joined by Ryan Sussan, Senior Director of Data Partnerships at Eyeota, to discuss how marketers are rethinking scale and performance while activating audience data across channels in a privacy-first
The Ally: Featuring Ryan Sussan from Eyeota
The Ally – A content series showcasing thought leaders who are moving the audience and advertising industry forward. Hear from the industry's top movers and shakers as they share their unique perspectives on audience data, the advertising landscape, and their personal approach to navigating an evolving industry. Alliant
The Ally: Featuring Sam Rahe from LiveRamp
The Ally – A new series from Alliant showcasing viewpoints from today's top thought-leaders moving the audience and advertising industry forward. Hear from the industry's top movers and shakers as they share
The Ally: Q&A on Cookieless Certification with Lisa Abousaleh at Neutronian
Alliant is always excited to bring forward viewpoints from companies that share a passion for innovative audience solutions. The Ally is a Q&A series where advertising industry movers and shakers share unique perspectives on audience data, the advertising landscape, and their personal approach to navigating an evolving industry. In this edition of The Ally,
The Ally: Q&A on Identity Insights and CPG with Brent Gaskamp of TransUnion
Team Alliant is always excited to bring forward viewpoints from companies that share a passion for innovative audience solutions. The Ally is a Q&A series where advertising industry movers and shakers share unique perspectives on audience data, the advertising landscape, and their personal approach to navigating an evolving industry. In this
The Ally: Q&A on the Future of CTV with Matt Papa of OpenAP
Marketers are planning back-to-school campaigns to launch this summer. The race for brands and their agencies to capture the attention and wallets of family decision-makers and student shoppers has already started. Marketers need to have their finger on the pulse of trending topics and products, while balancing promotional offers and the timeliness of their
The Back-to-School Audience Suite: Meet the Family
When a federal judge ruled that Google has maintained a monopoly in search advertising, one thing was clear: this was not good news for Google. In the weeks that have followed the decision, the tech world has buzzed with speculation, rumor, and analysis. While the headlines might scream about
The Google Antitrust Ruling Raises More Questions than it Answers
'We are completely fine losing $9.7M a year thanks to poor quality data.' said no one, EVER. But yes, you read that number right. According to Gartner, businesses lose $9.7 million annually due to poor quality data on average. In other words, the high cost of bad data is large enough to potentially cripple a
The High Cost of Bad Data: Top Data Quality Issues That Are Costing You Growth… and Customers!
A New Link in the Secure Data Supply Chain Note: This is the first in a series of blog posts Alliant will publish on its experiences achieving SOC 2 certification. You can download the entire series here. Alliant recently received SOC 2 attestation
Part 1: A New Link in the Secure Data Supply Chain Alliant recently received SOC 2 attestation for its real-time consumer data systems. The audit procedures by an independent third-party accounting firm were challenging, costly, and time-consuming, but ultimately rewarding. The process involved multiple subject matter experts working laterally across Alliant's business units. The reviews were rigorous,
The Journey to SOC 2: Data Security Lessons and Benefits
It's no secret that ads are everywhere looking to influence consumer purchase behavior. Whether we're binge-watching our favorite show, scrolling through social feeds, or waiting for a YouTube video to load, brands are vying for our attention. In 2024 alone, U.S. digital ad spending surpassed $300 billion, with social media making up $83 billion of
The Key to Understanding Consumer Purchase Behavior | Alliant
The Marketing Stir - Donna Hamilton, Chief Innovation...
The Marketing Stir - Donna Hamilton, Chief Innovation Officer at Alliant
Key Considerations for Identifying New Prospective Donors According to The Giving Institute's 2015 annual report, 72% of US charitable donations come from individuals - and the National Center for Charitable Statistics identifies over 1.5 million tax exempt organizations in the U.S. In such an over-saturated nonprofit landscape, existing donors may have reached the exhaustion point for
The Non-Traditional Donor: Fertile Ground for Nonprofits
Marketers are surrounded by predictive modeling and machine learning. Whether it's the underlying algorithm(s) powering campaigns in DSPs, suggested subject lines in marketing automation platforms, or custom models built specifically for various business objectives, predictive modeling is everywhere. While a marketer doesn't have much control over the stock algorithms in their platforms, they do have
The Power in Marketers Understanding Predictive Modeling Methodologies
Direct mail has always held a unique place in the marketing mix. It's one of the most measurable channels available, capable of driving strong engagement and tangible results. But it's also expensive, operationally complex, and increasingly under pressure to deliver stronger ROI faster. Today, direct mail is entering a new era-one defined not by reacting to
The Predictive Path for Direct Mail: From Reaction to Prediction
As a modern marketer, there are more sources than ever for lead acquisition – social media, programmatic, affiliate and influencer marketing being just a few. You may be swimming in new customers from these channels in 2019, but the question remains – will these customers have high lifetime value? As you enter a new year,
The Tricks to Higher Lifetime Value and Lower CPA in 2020
Identity is a cornerstone of direct marketing - enabling enrichment, insights and delivery of people-based marketing strategies. As consumer buying behavior has fragmented across a myriad of channels, managing identity in a compliant manner has become an immense challenge. This issue has been further compounded with Google's 3rd party cookie announcement. For years, tech companies have tried
Commonly accepted definitions of 1st, 2nd and 3rd party data have been around for a while, taking hold in the early 2010's and becoming more prevalent in the last 5 years. Unlike its siblings though, the concept of 2nd party data has never quite solidified itself in the lexicon of marketers. That is all going to change in
Think You Know 2nd Party Data? You Might be Surprised.
Originally featured on AdExchanger With more eyes on consumer privacy than ever before, data clean rooms have become one of the hottest technologies in marketing when it comes to secure, modern data collection. But as clean rooms come to the forefront, many brands are finding that building and working with this technology requires a
Third-Party, Direct Or In-House: Which Clean Room Is Right For You?
As political campaigns race to spend a record $10 billion to influence November 8 outcomes, many are relying on a tried-and-true strategy of targeting voters to influence their decisions. Amid the glut of spending and increased competition for attention, campaigns should stop focusing exclusively on 'voters,' and instead build their advertising efforts around
This Election Year Reach for People, Not Just Voters
Originally featured on The Drum The ad targeting landscape sure is going to look different in 2024 when political campaigns are expected to spend upwards to $2bn on digital ads. That's why it's essential that political campaigns begin to experiment during the midterm elections this year. Here's what you need to know. Political
This is the Year for Political Campaigns to Prep for a Cookieless 2024
See how a top three auto insurance company used Alliant-recommended auto segments and Brand Propensity audiences to create a unique audience of over 4 million email prospects. Read the success story here.
Top Auto Insurer Turns to Alliant for Responsive Email Audiences
The Alliant team was on the West Coast with AdTech and digital marketing leaders in San Francisco for RampUp 2026. From identity and data collaboration to AI-driven insights and measurement, the discussions reinforced just how quickly our industry continues to evolve. Here's our top five takeaways from #RampUp2026: 1. Identity Is Still the Foundation of Modern Marketing As cookies continue to fade and media channels grow more
Top Five Takeaways from RampUp 2026 - Alliant
In the age of on-demand television and an ever-growing list of streaming service providers like Netflix, Hulu, and Disney+, marketers and brands are 'tuning in' to TV streaming trends and the way consumers watch and engage with television more than ever. Streaming services have officially taken the center stage and fundamentally altered the way consumers
When to Use a Binary vs. Multi-behavioral Model for Predicting Marketing Performance Choosing which type of model to use for your marketing campaign is a lot like choosing which superhero is better equipped to save the day: Captain America or Spiderman. The answer? It depends. In scenarios requiring feats of strength, either would get the job
The direct-to-consumer lines have blurred – brands are not only defined by how their products are manufactured or distributed. DNVB's (digitally native vertical brands) have reached new levels of maturity, evolving with innovative expansion strategies like making inventory available to wholesalers, launching pop-up stores and even moving into brick-and-mortar retail locations. This 'phygital' (physical + digital)
Two 'New' Impactful Channels that Deliver Growth for DTC Marketers
Over the past few years, consumers have been taking more control of the way they engage with health and wellness by tracking sleep, logging steps, swapping ingredients, and, increasingly, considering clinical pathways to feel better. Conversations around well-being, metabolic health, and long-term weight care have surged into the mainstream, with interest in GLP-1s growing amongst
As the countdown to the Olympics inches closer, a different kind of race has already begun in the marketing space. Savvy brands and agencies are already aiming to secure their spot on the winner's podium of consumer attention. The allure of the Olympics goes well beyond the games airing on the host network by
Unleashing Fandom: A Deep Dive into Olympics Fan Insights
On any given weekend, a grandmother might be scratching off lottery tickets at the corner store, a group of friends could be gathered around a blackjack table in Vegas, and a young professional might be scrolling through a sports betting app before the big game. In today's digital-first world, gambling behaviors in America are no
Upping the Ante On Data: Inside Consumer Gambling Behaviors
Originally published on the AW360 blog Digitally native direct-to-consumer brands thrived in large part thanks to the audience targeting models of social platforms. But many brands have found that they've pushed walled garden advertising to the limits, and that was before the pandemic. With cultural shifts, consumer habits, and media consumption changing rapidly, DTC
Variables: The Building Blocks of Modeling
Explore the best identity solutions: find out how multiple identity solutions can enhance security and streamline user experience.
Webinar: Succeeding in a Future with Multiple Identity Solutions
Google's announcement that it was abandoning plans to deprecate third-party cookie support within the Chrome browser may have been surprising in terms of timing and execution of the announcement, but it didn't come out of left field. Given the numerous delays and pushbacks in a long, drawn-out saga that
What Google's Reversal on Third-Party Cookies Means for You
It's hard to believe but were approaching the end of another year! The Winterberry Group estimates that total 2021 US marketing spend will finish above $410B, representing a return to growth from 2019 levels. To get here, we've all experienced a lot of change, and things are unlikely to slow down in 2022. We spent
The global advertising industry is entering 2026 with growing momentum, especially across digital-first channels. Global ad spend is projected to rise 7.4% in 2025 to $1.17 trillion and accelerate further with an 8.1% increase in 2026, reaching $1.27 trillion. But rapid growth brings greater scrutiny. The industry has reached a point where experimentation
Connecticut recently joined California (CPRA), Colorado (CPA), Virginia (CDPA), Utah (UCPA) in the growing list of states that have passed their own consumer privacy laws. Compliance for marketers, who were accustomed to self-regulation prior to CCPA and still find themselves without a federal national law, has become more challenging and jumbled with each
What Marketers Should Know About Privacy Law Compliance in the U.S.
In the nuanced and complex realm of consumer data collection, the concept of consent has become a major point of discussion. As marketers navigate the early days of increasingly stringent privacy laws and soon-to-be-cookieless environments, the importance of understanding what constitutes real consent cannot be overstated. It's no longer acceptable
What Real Consent Should Look Like in Consumer Data Practices
Lifetime value is an important but sometimes mysterious metric that many marketers strive to measure and meet. We've compiled this short 'bootcamp' to help you get started on your own journey towards optimizing for LTV. Managing marketing operations to focus on acquiring customers with optimal LTV takes patience, persistence, and dedication. It impacts strategy in multiple
For years, well-respected industry leaders, from brands and agencies, have been proclaiming that third-party data was a thing of the past. The thought was that first-party data was performing better, and the focus was pivoting away from third-party data. This was common even before Google formally announced its plans for Chrome in 2020. Fast forward
What Would a First-Party Data Only World Look Like?
TV's annual Upfront presentations are now over, and after seeing glittery previews of all of the programming to come later this year, advertisers are locking in their annual TV buys. As modern marketers know, the world of TV is changing very quickly, and this year's Upfronts were a sign of the ongoing evolution. Here's a
What You Need to Know About the Upfronts and CTV
We've all been there. You dig deep into your customer files. You develop insight into their purchase histories, their interests, their demographics, even their channel preferences. Maybe you even pay to have a look-alike model built. You do everything right. And yet, when you review the numbers, you discover that the campaign underperformed - or maybe
When it Comes to Building an Audience, It Pays to Get the Whole Story
Part 2: Which Data Security Standards are Right for Your Organization? Note: This is the second part in a series of blog posts Alliant will publish on its experiences achieving SOC 2 certification. You can download the entire series here. Just a few years ago the only companies that took the
Which Data Security Standards are Right for Your Organization?
In a year of economic uncertainty and the rapid evolution of advanced technologies, data's position, value and pricing remain top of mind across the advertising supply chain. Ideally, agencies, buying platforms, media owners and data companies directly benefit from the value they add to digital advertising, with brands deploying high-performing, accurately-targeted campaigns. However, it appears the
Why advertisers demanding higher-quality data and transparency will transform media buying
Artificial Intelligence (AI) is nearly inescapable today – especially if you're a marketer. AI in marketing has the potential to transform the way we understand consumers and personalize at scale. But while AI is a powerful tool, it's not a silver bullet-especially when it comes to predicting human behavior. Humans are still at the
Originally Featured on WARC With every big privacy announcement from Google, Apple or Facebook, the marketing industry looks at what may be lost, and rightfully so. However, brands and agencies also need to take a close look at what they'll still have going forward. Walls may grow higher, identifiers may go, but brands will
Why Data Cooperatives May Be a Path Forward for Identity Solutions
Matt Frattaroli, VP of Digital Platform and Agency Partnerships at Alliant, explains the importance of household-level purchase behavior data and ways marketers can leverage the power of purchase data in audience targeting across addressable TV and CTV in Why Household Level Purchase Behavior is Important for TV Campaigns. With spend projected to surpass $84B
Why Household Level Purchase Behavior is Important for TV Campaigns
Originally featured in The Drum The ad world is laser-focused on data. Brands are trying to identify the data at their fingertips while also determining how much data will be available for their ad campaigns in the future. This is especially true in the digital space, where looming changes could lead to pain points.
Why now is the time for brands to (re)build accurate data dictionaries
Previously featured on ANA Performance Marketing has had its time as a buzz word, but amid the current economic climate, it's more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite
Why Performance is Paramount for Brands in 2023
Previously featured on the ANA Brands are turning to streaming and other advanced TV formats en masse, looking to reach consumers who may or may not be accessible via cable with TV creative and the engagement that it brings. This comes with the added promise of the dynamic
Why the Devil is in the (Data) Details for CTV Performance
Square format logo for Alliant, a people-based marketing data and analytics company. Features the distinctive 'A' mark with teal accent and navy blue wordmark on white background. Alliant combines transactional data with psychology-driven insights to help marketers understand consumer behavior.
Inverness Graham is a Philadelphia based firm focused on acquiring innovative companies where technology is transforming traditional industry. The firm’s Flagship strategy focuses on high-growth businesses in Healthcare, Tech-Enabled Services / Software and Advanced Manufacturing. The firm’s Green Light strategy targets tech-enabled businesses where Environmental Sustainability is a key driver of accelerating growth. Inverness Graham executes a differentiated, repeatable model for value creation through its proprietary Strategic Platform Build approach. Founded by senior executives of the Graham Group, the firm builds upon a 60-year legacy of operational excellence, bringing substantial value creation resources and an innovative mindset to support its portfolio company partners.
IAB Tech Lab Data Transparency (IAB Tech Lab)
NQI Certification from Neutronian (Neutronian)
SOC 2 Type 2 (American Institute of Certified Public Accountants (AICPA))
Alliant is the people-based data partner that illuminates not only what consumers do, but why they do it.
Director of Cognitive Science & Market Research
SVP of General Counsel & Data Compliance Officer
This white paper looks at how cognitive science, specifically attention, memory, decision-making, trust, and emotion, shapes the way consumers behave and what that means for marketers. The paper draws on well-known behavioral research to make its case. It covers principles such as the Invisible Gorilla study on inattentional blindness, the Serial Position Effect, the Von Restorff Effect, Iyengar and Lepper's jam study on choice overload, research on thin-slice judgments and first impressions, and the Iowa Gambling Task. The unifying framework is Daniel Kahneman's dual-system theory: most consumer decisions are driven by fast, intuitive, emotional thinking (System 1) rather than slow, deliberate reasoning (System 2). Each of the five principles comes with practical marketing guidance, from how to structure a list of benefits to how many product options to offer to how to build trust in the first few seconds of contact. The paper closes by framing cognitive science as a way to move beyond describing what consumers do and start predicting why they do it, which is the basis for more effective, targeted marketing strategy.
How Cognitive Science Can Power Smarter Marketing
Alliant is the people-based data partner that helps marketers understand not only what customers do, but why they do it.
Use Case Solution: Predictive Modeling Solutions