Alliant’s Audiences Now Available in Experian’s New Data Marketplace

Alliant, a leader in transactional data-driven audience solutions, has announced that its comprehensive suite of industry-leading audiences is now available on Experian’s newly launched data marketplace. This partnership combines Alliant’s high-quality audiences with Experian’s advanced identity resolution and activation capabilities, enabling marketers to effectively target addressable audiences across TV platforms. This collaboration directly addresses the challenges of signal loss and audience fragmentation, offering a seamless solution.

Experian’s marketplace bridges the gap for TV operators, programmers, and demand/supply platforms by providing access to high-quality third-party audiences. These audiences span a wide range of sectors including retail, CPG, automotive, financial services, TV viewership, and purchase-based data. As part of this initiative, advertisers can now leverage Alliant’s purchase-based data at scale for application across major TV platforms.

“The advertising landscape has transformed. Digitally delivered, targeted TV advertising is now an essential tool for omnichannel advertisers across industries,” said Matt Frattaroli, SVP, Digital Platform & Agency Partnerships at Alliant. “This shift demands that brands and agencies activate dependable audiences at scale to drive the best returns. Experian’s new data marketplace has streamlined activation across this channel, and we are excited to integrate our proprietary audiences into this powerful platform.”

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As privacy regulations evolve and traditional identity signals become less reliable, many activation platforms are struggling with diminishing addressability. This presents challenges in reaching consumers effectively across multiple platforms and channels. To address these hurdles, Experian has introduced a marketplace powered by its robust identity graph, which encompasses data from 126 million households and 250 million individuals. The platform supports a range of digital IDs, including UID2, CTV IDs, and mobile advertising IDs (MAIDs), ensuring audiences can be activated while maintaining high addressability across display, mobile, and connected TV channels.

“We’re thrilled to welcome Alliant’s purchase-based audiences to the Experian marketplace, further enhancing our capacity to deliver precise, targetable solutions for advanced TV,” said Chris Feo, Chief Business Officer at Experian Marketing Services. “This partnership simplifies audience activation, boosts match rates, and sets a new benchmark for audience targeting.”

Alliant’s audiences are powered by deterministic individual and household-level data, crucial for effective connected TV (CTV) targeting and measurement. These audiences offer the necessary scale for matching via Experian to a TV platform or publisher and are adaptable, allowing for flexible scaling of custom audiences based on specific advertiser requirements.

Alliant’s distinctive audiences span major consumer verticals and are designed to predict the likelihood of purchases from thousands of specific brands. Independent third-party validation has confirmed the premium quality of Alliant’s data, which reflects accurate demographics and TV viewership across all streaming platforms.

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