Lotame Introduces Cookie Free Data Technology For Publishers and Marketers
Lotame, the world’s leading unstacked data solutions company is looking to help publishers, marketers, media, and agencies to leverage their first-, second-, and third-party data to create and analyze audience segments with a new suite of data enrichment products called ‘Lotame Panorama’.
The suite will help users find customers, increase engagement and growth revenue across the cookie challenged web browsers like Safari, Chrome and Firefox, mobile devices, and OTT environments.
Jason Downie, chief revenue officer, Lotame, said,
“First-party data is a valuable asset, but unfortunately it doesn’t provide the scale marketers need. Bridging together customers’ online and offline lives has been a persistent industry dilemma that was made even more complicated with recent browser changes. To solve for this, we developed Panorama which enables a fuller view of activity that is actionable across a connected ecosystem, even in cookie-challenged or first-party-cookie-only environments.”
Unwrapping data enrichment services
Panorama offers two solutions, one for marketers and agencies, the other for publishers and media companies. Lotame has unveiled three data enrichment services powered by Cartographer, Lotame’s ID graph technology.
- Panorama Insights: It offers a varied set of curated data tools and analysis for better storytelling, prospecting, segmentation, and modeling without cookies needed. It connects users’ first-party data to second and third-party data across the web, mobile, and OTT devices from 250+ online and offline data providers.
- Panorama Buyer: It ensures that media buyers connect customers’ attributes across first-, second- and third-party data to create an addressable audience in the cookie-challenged environment.
- Panorama Seller: This allows publishers to monetize their inventory across the web, mobile, and OTT through direct or programmatic advertising. It also enables publishers to set exact CPM’s in cookie challenged environments.
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Panorama launches as publishers and others that rely on extensive data sets may have to struggle to find the scale they need. Lotame has appointed Ruby Brenden as head of data products to drive Panorama Insights forward. Brendan said,
“I have spent the last decade helping innovative marketing companies launch products. I am excited to launch Panorama, a solution that is exactly what the industry needs as third-party cookies start fading out. Insights will give marketers and agencies a single, trusted place to uncover relevant data stories and build smarter, addressable audiences, which means better advertising for consumers.”
Customers Signing for new Lotame Panorama products
Companies like Procter & Gamble and IPG’s Cadreon have already signed up for the new Lotame Panorama products.
Clients agree and testify,
Paras Mehta, Business Head – India, at Cadreon said,
“Understanding customer attributes and behaviors is key to our data-driven strategy when working with advertisers. Data enrichment using high-quality second and third-party data like Lotame’s enables us to draw insights we wouldn’t have access to with first-party data alone. We look forward to leveraging more of Lotame’s data solutions to deliver the exceptional service and results Cadreon is known for.”
Tim Hung, marketing director and lead of media, P&G Hong Kong & Taiwan said,
“Improving the lives of consumers around the world isn’t just our mission, but our daily practice..This requires getting to know those customers through the use of high-quality second and third-party data vetted and verified by Lotame. As cookie blocking becomes more prevalent, data enrichment solutions like Panorama will become even more important for global brands like P&G to understand customers and engage with them in meaningful and respectful ways everywhere they are.”
Partners at launch include Domo amongst others. Jeff Skousen, GM, North American Corp/Ent Sales, at Domo said “We’re excited to partner with Lotame to power Panorama Insights.” He further added,
“By dynamically integrating data and delivering live visualizations, Lotame is providing brands bespoke audience real-time insights in a digestible, actionable format to improve analysis, prospecting, segmentation, and data modeling.”
