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.
Allant has also introduced multi-distributor data standardization and privacy safe processing which leaves sensitive data behind distributor firewalls. Non-SQL big data technology was deployed to scale the platform to its current production levels of 4+ petabyte of storage, with nearly 10MM homes and 20MM devices reporting daily. In addition, the company has invested in a number of key technology and analytics innovations. “On the technology side, we developed the processing and storage environment for the largest set top box processing environment in the industry,” extols Anderson. On the analytics side, Allant has developed and continues to enhance a set of standardized processes and methodologies called Audience Verify methodology.
The good news is—it (Audience Interconnect®) is proven, it works, it delivers advertisers a more effective cost per thousand (CPM) and ad sellers premium rates
Our roadmap is driven by the evolution of industry standard data management platform (DMP) and analytics methodology for TV and premium video online. We would continue to work towards generating planning insight, and reporting on true campaign reach frequency across platforms and national TV network programmers,” concludes Anderson.