Partnership for Lotame and Alliant

US-based social media tracking and targeting firm Lotame and predictive segmentation specialist Alliant have joined forces to offer advertisers household targeting using purchase histories and direct marketing performance metrics.

The firms say the integration of Alliant's Online Audiences into Lotame's data management platform Crowd Control will allow clients to target households with a history of responding to promotional offers from direct response marketers.

The Alliant segments represent consumer interests in more than 36 ad categories, based on anonymized purchasing data.

Doug Pollack, Lotame's Director of Data Sales & Analytics, describesAlliant Online Audiences as 'promotional science applied at the browser level', while Alliant's President & CEO JoAnne Monfradi Dunn (pictured) says the new agreement will make online marketing 'truly multi-channel smart'.

Web sites: www.alliantdata.com and www.lotame.com .