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.