Why I’m Excited to Serve as Allant’s Chairman, and What It Means for Marketers 

By Ted West, Chairman of the Board, Allant

When I first became engaged as a director with Allant, I was drawn to a clear vision: to give marketers a better way to find and convert the ideal customers who matter to them the most. As someone who’s spent years in digital performance marketing, I’ve seen the landscape shift – familiar digital marketing tools have lost signal, customer data has become fragmented and stale, customer acquisition costs have risen, and “impressions” and “keyword” have lost their value and impact. Marketers need alternatives that connect focused investment with proven outcomes. That’s why I’m excited to help lead Allant in serving its customers now.  

What excites me about Allant  
At the heart of Allant’s value proposition is its proprietary AMP+ (Audience Management Platform): a multi-source, composable data hub that feeds advanced precision modeling and fast activation for marketing customers. It’s designed for performance results, not optics; it executes at scale and with remarkable speed. We unify more signals, improve match and coverage, and turn customer intelligence into action so marketing teams can test, learn, and optimize at the pace of their business.  

My focus as Allant Chairman 

1. Innovation. We will keep advancing how we build precision audiences for competitive marketers and partners and we will make it even easier to achieve targeted conversions at competitive costs of acquisition. 

2. Go-to-market expansion. We will broaden access to AMP+ through direct sales, channel partnerships, and product-led customer experiences so more categories benefit faster.  

3. Ecosystem and trust. We will deepen our data partnerships and AI integrations while maintaining rigorous governance and security. Responsible data use and measurable business outcomes must scale together.  

What this means for Allant clients  
Fewer blind spots. Faster campaign cycles. Better unit economics. You will continue to see “better, faster, cheaper” i n practice precision audiences: lower CAC through smarter targeting, accelerated time-to-audience, and transparent measurement that proves lift.  

What this means for Allant partners  
More ways to win together. Data providers and channel partners will bring their strengths into AMP+ enriching use cases, speeding activation, and demonstrating differentiated impact with clear, shared attribution.  

What this means for the market  
A path to performance that extends beyond vanity metrics. Marketers deserve a platform that turns multi-source data into precision audiences and real performance gains, without added complexity. That’s the standard we intend to set.  

Transformation isn’t easy. It asks for vision, commitment, and a willingness to shed what no longer serves. Allant has done the heavy lifting. Now it’s time to scale with customers. I’m honored to help lead that charge.