BlueKai, Alliant Announce Agreement to Offer Alliant Online Audiences™ & Exclusive Target Segments to Major Brands & Online Advertisers

October 5, 2012 | By

BREWSTER, NY, and CUPERTINO, CA — October 8, 2012 — Alliant, a leading provider of predictive segmentation solutions for multichannel marketers, announced today that Alliant Online Audiences™ is now available for online display advertising through BlueKai ( BlueKai is the leading Data Activation company at the forefront of helping marketers and publishers activate audience intelligence and take a data-driven approach to effectively target prospects and customers across the Internet and mobile. The relationship enables BlueKai clients to enhance their digital audience reach through a major source of offline transactional data. With this announcement, Alliant will offer advertisers four Alliant Online Audiences (AOA) segments exclusively through the BlueKai Exchange, part of the company’s Data Activation System.

Alliant Online Audiences™ includes 95 audience segments involving 75 million U.S. consumers. The transaction data is sourced offline and updated monthly from the customer files of more than 300 consumer brands.  All Alliant segments comprise audiences with a history of responding to promotional offers from premier direct-to-consumer marketers – four of which will be made available exclusively through the BlueKai Exchange.

The exclusive categories are “composite” segments, which combine two or more individual AOA audience target segments. The four exclusive BlueKai segments include:

  • “Moms Who Buy Green”
  • “Affluent Women Shoppers”
  • “Affluent Men Shoppers”
  • “Affluent Shopaholics” (active, high-frequency shoppers)

“BlueKai is a powerhouse among data management and activation platforms, and we are excited that they have selected Alliant Online Audiences to help clients increase the productivity of their online display advertising” said Donna Hamilton, vice president, audience targeting, Alliant. “Our relationship brings AOA data availability to premier brands, increasing reach and relevancy in online display ads and offers.”

According to Alliant, AOA segments are based on powerful transaction-level data, producing deeper insight into actual consumer buying behaviors, as well as performance and profitability measures.  The data is de-identified at the individual level – and provides a “1-2 punch” that optimizes online display advertising better than interest-based advertising can do alone. The agreement between the two companies will unite AOA with BlueKai’s own intelligent data management platform to enable the display of more relevant ads.

“Companies such as Alliant that bring offline RFM [recency-frequency-monetary] metrics and purchase histories into the world of online display add a whole new dimension of relevance to online audience targeting.” said Pieter De Temmerman, general manager of Exchange at BlueKai. “We look forward to extending these response-proven audiences as we enter the holiday season and doing so in a manner that is both data-driven and privacy-sensitive.”

Availability — Advertisers interested in accessing Alliant Online Audiences through BlueKai may contact Donna Hamilton, vice president, audience targeting, Alliant (; or existing BlueKai customers can login to the BlueKai partner site to access this data immediately.

About Alliant

Alliant develops predictive segmentation solutions that enable marketers to increase profitability across multiple channels, including traditional mail, DRTV and digital marketing. Alliant’s proprietary cooperative databases provide behavioral, transaction-level customer data on more than 140 million consumers, updated monthly by leading marketing brands. Alliant’s data-driven solutions power multi-channel marketing success by identifying profitable prospects, increasing response rates and average order size, minimizing payment risk, and improving profitability in retention and reactivation efforts. Alliant is based in Brewster, NY. For more information, visit:

About BlueKai

BlueKai ( is the world’s first complete enterprise data activation system for intelligent marketing.  BlueKai offers its customers a solution for managing and activating all their 1st and 3rd party data for use in marketing and customer interactions.  BlueKai represents the only end-to-end SaaS solution for marketers looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency in data.  BlueKai has led the data-driven marketing category since 2008 when it launched the world’s first Data Exchange and then branched out to create the first Data Management Platform (DMP) for marketers.  BlueKai is currently trusted by, among thousands of others, 12 Fortune 30 corporations and numerous other brands to activate their data.

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