Alliant, Lotame partner to enhance database offerings

Share this article:

Segmentation service provider Alliant Data has partnered with Lotame Solutions to integrate Alliant's consumer database with Lotame's data management platform, the companies said Jan. 9.

The partnership is intended to allow advertisers more precisely targeted ad serving. The integration is also geared toward enabling direct response and brand advertisers to create and target large audience segments by obtaining greater access to Alliant's transactional history data and direct response performance data.

Lotame's “Crowd Control” platform is “a tech platform that allows us to get the data to a place that's accessible to advertisers,” said Donna Hamilton, Alliant's VP of audience targeting. “Lotame has the technology to facilitate it.”

Additionally, the move is designed to enable advertisers to combine Alliant and Lotame segments by marrying purchase history and direct response performance data with demographic and behavioral data.

Alliant chose to partner with Lotame because the company “has a track record of not only performing for advertisers, but also having the highest standards in consumer privacy and quality of data,” said Rick Witsell, VP of marketing and compliance for Alliant. “It's something we respect very much.”

Witsell declined to disclose the terms of the contract.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.

The (Marketer's) TV Guide

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.