Allant Group,Inc: Audience Segmentation Services for Advanced Advertising

Data independent strategy and analytics has become the core of Media and Entertainment industry today. However, the challenge lies in the cooperation of the distributors and programmers to align capabilities that enable advertisers to leverage their platforms at a broader scale. The changing video consumption behavior driven by technology advancements and the increasing amount of video content has caused significant fragmentation of audiences. “Historical measurement tools are ineffective, and advertisers are demanding specificity with regard to how effectively they are reaching their audience. Meanwhile, over the top options are challenging traditional cable, satellite, and telecom distributors,” affirms Gil Anderson, CEO, Allant Group. With Advanced TV advertising software as an answer to these pain points, Allant, a Naperville, IL based company offers audience based Advanced TV software, data products and backend measurement across formats. “The good news is—it’s proven, it works, it delivers advertisers a more effective cost per thousand (CPM) and ad sellers premium rates,” says Anderson.

The company’s primary offering is a SaaS product— Audience Interconnect®. For ad sellers, the company provides this software to leverage a unified platform across data sources. This enables ad sales research teams to define audience segments, prioritize them,and view media rankers for non-household addressable media and then convert to cross format campaigns like video on demand (VOD) or online video. For ad buyers of Advanced TV, the company’s goal is to be the easy button that enables a common audience definition to be expressed across multiple distributors at scale and then measured accurately.

Allant provides audience segmentation services around use cases by industry that are most relevant for advanced advertising. For instance, this includes audience segments that are regularly updated based on trigger events relevant to insurance companies or automotive for reaching audiences “in market”within a given window.

Allant’s data independent strategy and analytics is core to their services as they provide the common audience segment definitions, predictive power, and standard channel attribution and measurement.