Allant takes wraps off ad targeting engine for pay-TV


Michelle Clancy

| 19 August 2015

Allant has launched the Advanced Advertising Insight (AAI) engine for ad targeting, enabling users and agencies to define who they want to reach in terms of profiles in correct segments.

In practice the AAI will pull together CRM data and third-party data in a master audience file, which is activated to create audience segments, ie, households that are most likely to be interested in the product or service.

"For example, advertisers and agencies could select women who have kids aged seven to 14, an annual household income of $50,000, live in select areas near a car dealer and have owned or leased an SUV for more than three years," explained Dave Irwin, president of Allant. "Allant brings all that information together and activates the next step, which is to provide the number of people who fall in the defined segment. Allant then adds a link of where these viewers watch TV, whether it is live, on a DVR, video-on-demand, or on other platforms."

The AAI can also provide audience counts across multiple distributors, such as pay-TV from cable, satellite or telecom providers. Allant then outputs audience files to partner distributors for campaign execution.

"Viewers get more relevant ads because advertisers and agencies no longer blindly cast their messages," said Eric Schmitt, Allant executive vice president of TV and media. "Advanced Advertising Insight helps advertisers get you the ads that matter to you."