Deterministic data graph brings scale and accuracy to foundational demographic CTV audiences

Alliant, the leading data-driven audience company, announced a new partnership with Madhive, the leading technology company for local Connected Television advertising (“CTV”). This new partnership provides Madhive’s clientele of broadcasters, agencies, brands, and publishers with access to Alliant’s full taxonomy of 2000+ optimized-for-TV audiences.

Scale remains one of the most important elements in CTV advertising, which is why we have prioritized that when building out our people-based audience solutions.”
— Matt Frattaroli, SVP, Digital Platform & Agency Partnerships, Alliant

Alliant has built audiences specifically engineered for the thriving CTV advertising market. Through this partnership, Alliant’s deterministic household graph is now plugged directly into Madhive’s local CTV device graph. This ensures that Alliant’s audiences have power and relevance for a wide range of CTV broadcaster clients, including those that work with advertisers on the national or local level. These audiences have been proven to drive results for both top-of-funnel awareness campaigns and lower-funnel conversion efforts.

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The Madhive Data Marketplace allows advertisers to connect directly to over 15,000 audience segments, spanning behavioral, demographic, transactional data, and more. Through direct partnerships with top-tier data providers like Alliant, the marketplace offers access to curated high-quality audiences at efficient costs, resulting in higher match rates and broader audience reach for marketers. Reaching 90 million households monthly, the marketplace enables hyperlocal targeting down to the ZIP code and congressional district level.

“Madhive’s data marketplace features direct partnerships with a strategic list of trusted data providers, enabling advertisers to reach more than 90 million households monthly with hyperlocal precision down to the zip code or congressional district,” said Luc Dumont, Senior Vice President of Business Development at Madhive. “Alliant has long-provided privacy-compliant, data-rich audiences that drive results across channels, which makes them an excellent partner to further expand our offering.”

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Alliant’s demographic audiences also provide a foundation for the necessary scale required for most TV campaigns, including those on CTV. Broadcasters and programmers that activate Alliant Audiences can rest assured their brand and agency clients’ ads will get in front of the right demo footprint.

“Scale remains one of the most important elements in CTV advertising, which is why we have prioritized that when building out our people-based audience solutions,” said Matt Frattaroli, SVP, Digital Platform & Agency Partnerships, Alliant. “Madhive’s broadcaster partners want to connect their brand and agency clients with the level of reach they expect, so we’ve worked diligently to package that level of performance-driving scale and precision.”