Alliant Announces Partnership with Madhive to Enhance Local CTV Advertising

Alliant, a leading data-driven audience company, announced a strategic partnership with Madhive, a premier technology provider for local Connected Television (CTV) advertising. This collaboration will grant Madhive’s extensive clientele—including broadcasters, agencies, brands, and publishers—access to Alliant’s comprehensive taxonomy of over 2,000 audiences optimized specifically for TV.

Alliant has meticulously developed audiences tailored to the rapidly expanding CTV advertising market. By this collaboration, Madhive’s local CTV device graph and Alliant’s deterministic household graph are smoothly integrated, guaranteeing that Alliant’s viewers provide a wide range of CTV broadcasters with both power and relevance. These audiences have demonstrated effectiveness in driving results across the advertising funnel, from initial brand awareness to conversion-driven campaigns.

The Madhive Data Marketplace empowers advertisers with direct access to more than 15,000 audience segments, covering behavioral, demographic, transactional data, and more. By forming direct partnerships with top-tier data providers such as Alliant, the marketplace delivers curated, high-quality audiences at cost-effective rates, leading to higher catch rates and wider audience reach for marketers. Reaching 90 million households each month, the marketplace enables precise hyperlocal targeting, even down to specific ZIP codes and congressional districts.

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“Madhive’s data marketplace is built on direct partnerships with a carefully selected list of trusted data providers, allowing advertisers to reach over 90 million households monthly with hyperlocal accuracy, right down to the ZIP code or congressional district,” said Luc Dumont, Senior Vice President of Business Development at Madhive. “Alliant has long been a provider of privacy-compliant, data-rich audiences that deliver results across multiple channels, making them an ideal partner to further expand our capabilities.”

In addition to its specialized audience segments, Alliant’s demographic audiences offer the scalability needed for most TV campaigns, including those on CTV. Broadcasters and programmers using Alliant Audiences can be confident that their brand and agency clients’ ads will reach the intended demographic targets effectively.

“Scale is one of the most critical factors in CTV advertising, which is why we’ve focused on building our people-based audience solutions with that in mind,” said Matt Frattaroli, Senior Vice President of Digital Platform & Agency Partnerships at Alliant. “Madhive’s broadcaster partners need to deliver the reach their brand and agency clients expect, and we’ve worked diligently to package the level of performance-driving scale and precision required to meet those expectations.”