CANNES – PMG recently unveiled its Alli Marketplace, a new app exchange designed to simplify how marketers access and activate emerging technologies, as highlighted in video interviews recorded by Beet.TV during a launch party at the Cannes Lions International Festival of Creativity.
“Alli for us represents the opportunity to be able to build structured data for clients, and once we have that information and the reality and truth of that information, we can get to insights much quicker,” said Jon Dupuis, president of PMG. “Being able to add the layers of partners that can bring that level of measurement, that level of target, that level of segmentation, it’s powerful to be able to move at the pace of expectation and the pace of business.”
The Alli Marketplace functions as an integrated app exchange built directly into PMG’s existing Alli marketing operating system. Unlike traditional partner directories or app stores, the Marketplace is embedded within media, audience planning and creative workflows, allowing marketers to test and toggle on new tools with a single click, and without leaving the platform.
“Alli Marketplace is designed to allow partners to bring in data and also take data out,” said Sam Bloom, head of partnerships at PMG. “It’s like an app store, and so for partners that have consumption-based services, they can offer those services at a click of a button, and it instantly integrates into the native applications within Alli.”
Growing list of launch partners
The Marketplace launches with 29 foundational partners across data, AI, and measurement, including major players like Amazon, Google Cloud, Disney, Roku, TikTok and LinkedIn. PMG expects to more than double that number in the next six months.
Among the initial launch partners is Blis, a location-powered marketing firm.
“We’re going to be one of the initial launch partners. We’re really excited about that,” said Alex Boras, president of Blis. “We are actually powering kind of that full audience view, connecting online and offline movement, connecting on and offline data to actually power outcomes for their marketers and our partners.”
Truthset, a data quality company, will also integrate with Alli Marketplace, offering new solutions to address concerns around data accuracy.
“There’s a lot of challenges in the space for brands today when it comes to understanding the accuracy of their own data,” said Chip Russo, president of Truthset. “What we’re going to do is introduce data ratings. Buyers will now have choice when it comes to data and understanding the opportunity for different audience quality. In addition to the segment itself, and it’s being launched within the Alli Marketplace.”
The platform also features integration from Attain, a company known for its real-time consumer purchase data.
“This is an accelerant for the Attain brand because we power all this outcome data sales from 10 million consumers each and every day, sharing $2 billion worth of sales data in real time,” said Brian Mandelbaum, chief executive of Attain. “Now it’s available to all of the partners at PMG through the Alli Marketplace, and they can use it in every context, from planning to measurement to activation.”
Mobian, which specializes in technology designed to reduce friction for marketers, also sees the Marketplace as a game-changer.
“I’ve built technology companies for the last 25 years,” said Jonah Goodhart, co-founder and chief executive of Mobian. “The biggest challenge always is once you meet a brand, once you meet a potential client, how do you get going? How do you get started? How do you get through contracting? How do you get through integration? The potential of Alli is to remove all of that.”
Scalable, modular approach
The launch marks the first time PMG has opened its native operating system, Alli, to third-party developers, creating what it describes as a more scalable, modular approach to martech. The Marketplace operates on a consumption-based model with no re-platforming or vendor lock-in, offering marketers a faster route to experimentation, data integration, and business impact. PMG also announced that the specifications for Alli Marketplace will be made open, allowing other companies to adopt the model within their own ecosystems.
“I’m super excited. I’ve been in the industry for 30 years,” said Dave Morgan, chief executive of Simulmedia. “Finally, tech is catching up to aspirations with Alli and the Alli Marketplace.
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