From Purchase Signals to Precision Activation

How Allant and Facteus Are Redefining the Data-Driven Marketing Playbook

An interview with Todd Budin, VP of Product and Market Strategy, Facteus

At Allant, we believe the future of audience targeting lies at the intersection of real-world behavior and composable data intelligence. That’s why our partnership with Facteus is so exciting. It’s not just about adding another dataset to the mix but about unlocking a new standard for how marketers discover, define, and activate high-performing audiences. I sat down with Todd Budin, VP of Product and Market Strategy at Facteus, to explore how this integration is poised to disrupt the market, challenge outdated assumptions, and deliver measurable outcomes for brands ready to move beyond impressions and into impact.

Linda Vetter: Let’s start big picture. Is the current audience data ecosystem broken, and how does this partnership change the game?

Todd Budin: I wouldn’t say it’s broken, but the current audience data ecosystem is far from reaching its full potential “There’s an abundance of underutilized data, especially around purchase behavior—one of the strongest indicators of future buying intent.” The real breakthrough in Facteus’ partnership with Allant is the ability to combine this kind of real-world financial data with other behavioral and demographic datasets – all composable inside Allant’s AMP+ – to deliver actionable intelligence and better marketing performance.

Linda Vetter: Why have traditional platforms struggled to make this kind of data usable for marketers?

Todd Budin: Two reasons. First, they rely heavily on demographics or upper-funnel intent signals that only loosely correlate with actual purchasing. Second, many are still focused on one-to-one precision—trying to target individual actions—instead of identifying broader behavioral patterns among like-minded consumers.  With AMP+, we can shift from trying to find a needle in a haystack to creating scalable, high-performing cohorts based on real purchase behavior.

Linda Vetter: So, this isn’t just about adding data; it’s about integrated intelligence?

Todd Budin: Exactly. This isn’t just a data partnership. It’s a dynamic integration that enables marketers to explore, build, and test high-performing audiences in real time. We recently walked a client through a process using a global sporting goods company’s buyers as the seed group. As we analyzed their financial behaviors, ride-share preferences, and streaming subscriptions, we built a totally unique audience profile, one not based on assumptions, but on actual spend. That level of insight is a steep change from old-school audience construction.

Linda Vetter: Do marketers still face a tradeoff between precision and scale?

Todd Budin: Often, yes. But what we’re doing here starts to dissolve that false choice. By combining Facteus’s transactional data with Allant’s broader composable data ecosystem, we unlock new levers for reach without sacrificing relevance. Instead of relying on income levels or ZIP codes, marketers can expand their targeting through correlated behaviors, such as streaming preferences or cross-brand purchasing patterns.

Linda Vetter:  Agencies often prioritize impressions. How might this partnership shift that focus toward outcomes?

Todd Budin: We’re advocating for a shift from impressions to outcomes. These are premium audiences built on richer signals, and we can measure their performance. It’s about moving away from “spray and pray” and toward predictability. Agencies will see improved ROI once they witness the targeting precision and conversion lift in action.

Linda Vetter: What makes this partnership market-making and not just strategic?

Todd Budin: It’s the speed and scale of what we can now do. Instead of spending months forming bilateral partnerships and testing data combinations, we can build and iterate combinatory audiences in minutes in Allant’s AMP+. From the Facteus side, it’s transformative. We can prototype new audience types, test their viability, and optimize far faster than ever before.

Linda Vetter: Is there anything this partnership allows you to do now that wasn’t possible before?

Todd Budin: Exploration and testing. Let’s say I want to target international travelers. I can combine our purchase-based travel data with intent-to-travel signals from other AMP+ data partners, like Eyeota, in real time. That wasn’t possible before. It’s like compressing a six-month R&D cycle into a single afternoon.

Linda Vetter: What’s the longer-term impact on how marketers define and discover their audiences?

Todd Budin: In the near future, marketers will be self-building audiences based on natural language inputs, for example,“Find me athleisure buyers who also stream Nat Geo and use Lyft.” AI will pull the optimal combinations. With AMP+ as the foundation, those discovery cycles get smarter, faster, and infinitely more personalized.

Linda Vetter: Finally, what would you say to your clients about this partnership’s value?

Todd Budin: This isn’t a cookie-cutter solution. It’s about uncovering growth by finding audiences others can’t see—because no one else is combining data this way. When marketers can follow the data and find unexpected signals, they’re no longer just reaching an audience, they’re uncovering growth.

If you’re ready for a new approach to your acquisition strategy, Let’s talk.