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Allant Using Nielsen Catalina Sales Data to Target Ads

Ad tech firm Allant says it has made a deal to incorporate data from Nielsen Catalina Solutions into its targeting software.

Allant uses its Audience Interconnect software to create audience segments relevant to an advertiser’s product. With Nielsen Catalina’s data, consumer packaged goods marketers should be better able to connect with actual and potential customers.

“Consumers want to see relevant ads. This solution will ensure that the right ads are placed in the programs and networks to reach the desired audiences, based on what they’ve purchased in the past,” Dave Irwin, president of Allant, said. “Allant’s collaboration with NCS helps brands streamline the use of the data directly out of our tool, so brands can easily determine the most effective TV campaign for driving sales.”

Allant says it works with the top cable, satellite and telecommunications providers, networks and ad agencies.

“Allant’s Audience Interconnect helps networks increase ad revenue, advertisers cut waste by placing ads more effectively in front of target audiences, and consumers stay informed about products that are relevant to their lifestyles.” Eric Schmitt, Allant’s executive VP of communications, TV and media, said.

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.