Audience Data Sessions: Q&A with Allant

Tell us about yourself and your role at Allant. 

I’m Michael D. Fisher, a career marketer and data practitioner who’s spent 25+ years building and scaling martech, analytics, and audience activation businesses. At Allant, I serve as CEO, where my mandate is simple: turn data into decisive action for our clients. That means setting the vision for AMP+, our composable audience management platform, shaping partnerships (like our expanded collaboration with Eyeota), and ensuring we deliver the one thing that ultimately matters: measurable business outcomes.

My background blends organizational transformation with hands-on experience in data and technology. I’ve focused on building connected, collaborative cultures, aligning product, data science, sales, and client teams around speed, scale, and precision. This informs how I lead Allant: with a bias for clarity, measurable impact, and a culture that learns fast and delivers faster.

Why did you choose to partner with Eyeota, and what does this partnership unlock for advertisers? 

We chose Eyeota because their digital interest and intent signals are both dense and fresh, and because their team shared our conviction that signals only matter when they’re activation-ready. From day one, Marc Fanelli and team leaned in to co-engineering with us: we turned raw signal data into a highly efficient, stitched asset inside AMP+, refreshed up to four times per day across billions of IDs. That level of collaboration is rare.

What this unlocks for advertisers:

• Speed + scale + precision, without trade-offs: Precision-engineered audiences built on multi-sourced terrestrial data + Eyeota behavioral attributes and intent signals, updated 4x daily, eliminating model degradation and increasing performance.
• Omnichannel orchestration: One audience definition pushed consistently to email, SMS, direct mail, programmatic, social, PPC, and CTV with timing, frequency, and sequencing managed centrally.
• Net-new audience discovery: Multi-dimensional correlation finds high-value segments others miss (e.g., ZIP+4 micro-clusters, category/cuisine-level dining intent, premium travel behaviors).
• Proven performance economics: In client tests we’ve seen CPA reductions of 50%+, higher average order values, and faster campaign velocity.
• Frictionless buying: Co-developed premium segments available as syndicated audiences via Eyeota’s marketplace – or custom builds through AMP+ – so brands can start fast and scale intelligently.

In short, Eyeota gave us the live signal fabric; Allant made it composable, mastered, and instantly deployable. Advertisers get what they’ve been promised for years: audiences that are timely, truthful, and tied to outcomes.

In which markets or regions can advertisers currently activate through your platform? 

Short answer: North America first, global by design. Through AMP+ and our distribution with Eyeota, advertisers can activate wherever Eyeota maintains lawful supply and endpoint coverage, which today spans most major ad markets.

A few practical notes:

• Omnichannel endpoints: We distribute audiences across Eyeota’s marketplace into major DSPs, social platforms, CTV, email/SMS, and direct mail partners so geography and channel can be aligned from a single audience definition.
• Compliance & quality: Activation is gated by consent, data licensing, and publisher footprint in each country (GDPR, CCPA/CPRA, LGPD, etc.). Where appropriate, we localize attributes and taxonomies to fit market norms and platform policies.
• Fast validation: If a brand needs a country outside of North America, we’ll validate supply and endpoint readiness with Eyeota and turn on distribution once compliance and contractual requirements are in place.

If your audience lives there and Eyeota has compliant signal coverage, we can activate there, with the same speed, precision, and refresh cadence you see in our U.S. programs.

What trends are you seeing in the digital advertising space, and how is Allant adapating to them?

We’re living through the most consequential reset in digital advertising since programmatic. A few macro trends stand out, and they’re exactly what we’ve built Allant (and our Eyeota partnership) to address:

1. Signal fragmentation + identity volatility
   Browsers, devices, and platforms continue to reduce observable signals. Identity decays faster; single-source files miss too much.
   
   How Allant adapts: We run a multi-source, composable identity spine (5B+ consumer IDs; 5,500+ attributes) and master Eyeota’s digital signals 4x daily so audiences stay current and models degrade slower. Privacy-by-design governance and element-level quality checks are table stakes for us.
   
   
2. From reach to outcomes
   CFO scrutiny is real. “Impressions” don’t satisfy boards; incremental revenue, CPA/CPIA, LTV do.
   
   How Allant adapts: We operate a closed-loop, audience-first measurement model, tying segments to outcomes across channels. Clients consistently see 50%+ CPA reductions and higher average order values when we combine AMP+ modeling with Eyeota signals.
   
   
3. Velocity beats everything
   Campaigns are continuous, not episodic. Winners iterate faster than competitors can plan.
   
   How Allant adapts: AMP+ collapses cycles, i.e. audience build → scoring → activation in ~hours (not weeks), and our Eyeota integration refreshes segments 4x/day, enabling near real-time course corrections.
   
   
4. Omnichannel orchestration (not channel silos)
   Email, SMS, direct mail, programmatic, social, CTV – marketers need one truth across all of it.
   
   How Allant adapts: We push a single audience definition consistently to every endpoint, with rules for timing, frequency, and sequencing managed centrally. Think ZIP+4 direct mail and CTV working from the same live signal fabric.
   
   
5. Precision-engineered audience design
   The market is moving from “segments we’ve always used” to precision-engineered audiences discovered via correlations no human would test.
   
   How Allant adapts: Our Multi-Dimensional Correlation runs across terrestrial + Eyeota signals to generate and refresh net-new, high-propensity cohorts (e.g., cuisine-level dining intent; premium travel behavior). Models are monitored for drift and re-optimized automatically as signals change.
   
   
6. Walled gardens, RMNs, and clean-room collaboration
   CTV and Retail Media Networks are surging; data collaboration is moving into secure, policy-controlled environments.
   
   How Allant adapts: We deliver clean-room-ready outputs and maintain ID bridges to major RMNs and CTV endpoints. With Eyeota distribution, brands get syndicated premium segments or custom builds that port cleanly into these ecosystems.
   
   
7. Composable > monolithic
   Teams want to add/remove data sources and tools without a rebuild.
   
   How Allant adapts: AMP+ is modular and composable. We can onboard new signals quickly, auto-rank “best-of-breed” attributes, and light up co-developed Eyeota audiences via marketplace or custom delivery with minimal ops lift.
   
   
8. Stronger privacy expectations
   Regulators and platforms are raising the bar …and so are consumers.
   
   How Allant adapts: We enforce consent, licensing, and geo policy at ingestion and activation; maintain SOC 2 Type II/PCI controls; and avoid tactics that create unintended data leakage (e.g., we do not rely on risky lookalike expansion where client data could be back-inferred).

These trends favor teams who can move fast with truth: fresh signals, proven identity, and measurable outcomes. That’s why we partnered with Eyeota: they provide the live digital signal fabric; Allant makes it composable, mastered, and instantly deployable across every channel where performance is won.

What is your advice to advertisers exploring data-driven advertising strategies? 

If you’re leaning into data-driven advertising, treat it like an operating system, not a one-off tactic. A few principles that separate leaders from laggards:

1. Start with business outcomes, not channels.
   Define the 2–3 metrics that matter (e.g., CPA/CPIA, incremental revenue, LTV). Every audience, signal, and creative decision should serve those outcomes.
2. Insist on a multi-source truth.
   No single file captures a market. Use a composable data spine that blends terrestrial data with live digital signals. Multi-source beats single-source on both coverage and accuracy. And it ages better.
3. Prioritize signal freshness.
   Audiences decay quickly. Favor partners who can refresh signals intraday and re-score models continuously. Stale data is expensive data.
4. Design for omnichannel from one definition.
   Build the audience once; orchestrate across email, SMS, direct mail, programmatic, social, CTV. Centralize frequency, sequencing, and suppression. Siloed execution erodes ROI.
5. Measure outcomes in a closed loop.
   Tie audience definitions to conversions and revenue by segment and source. Kill vanity metrics. Use learnings to re-compose audiences weekly, if not daily.
6. Use AI where it’s best: discovery and drift control.
   Let AI surface non-obvious correlations and new micro-cohorts; monitor for drift and retrain as signals change. Human judgment sets guardrails; models do the heavy lifting.
7. Make privacy and governance design constraints, not afterthoughts.
   Consent, licensing, regional policy, and data lineage should be enforced at ingestion and activation. Choose methods that avoid leakage (e.g., risky lookalike expansions that can back-infer your data).
8. Move at the speed of learning.
   Trade big-bang campaigns for an “always-on” test portfolio. Stand up small, well-instrumented experiments; scale what wins, sunset what doesn’t. Velocity compounds.
9. Choose partners who co-engineer, not just resell.
   Evaluate on: refresh cadence, composability (how fast can they add/retire sources), transparency of data lineage, omnichannel reach, and proof they can link signal to outcome, not just impressions.

A simple 30/60/90 to get started:

• Days 0–30: Clarify outcome metrics; audit current data/signal freshness; baseline performance; identify 3–5 candidate cohorts.
• Days 31–60: Compose multi-source audiences; wire closed-loop measurement; deploy across 2–3 channels from one definition; set refresh/re-score policy.
• Days 61–90: Scale the top two performers; retire under-performers; expand to adjacent cohorts; formalize a weekly “compose → activate → learn” cadence.