New York, NY – (April 21, 2021) – Lotame (www.lotame.com), the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, today announced 11 leading data partners including Dun & Bradstreet, ShareThis, and Throtle will support Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable identity solution for a cookieless open web.
Lotame is providing the industry with privacy-compliant solutions that allow data partners to capture data on the Panorama ID in cookieless environments (Safari, Firefox, and soon Chrome) in order to maintain scale. This also benefits brands who can buy and target their audiences of choice across the open web.
“Without a replacement for third-party tracking, marketers around the globe will lose the ability to collect quality data to power campaigns,” said Andy Monfried, CEO at Lotame. “Marketers need options outside the walled gardens, such as data-driven targeting, to reach consumers up and down the funnel. With Panorama ID and partnerships with data partners, marketers can find and engage in-market, relevant consumers thanks to accurate, privacy-compliant data.”
With Panorama ID, these data partners will now have access to:
- Expanded data collection across all browsers and apps: Access to previously invisible audiences for data collection based on a variety of attributes in cookieless environments, with no additional engineering required.
- Activated rich data sets everywhere: Aggregated valuable data on the Panorama ID for interoperable activation across the open web.
- Increased value of publisher partner’s inventory: Assistance for partner monetization of first-, second- and third-party audiences cross-domain by enabling advertisers to target audiences in cookieless environments on all available impressions.
- Future-proofing the ability to sell unique data sources: Ability to continue to offer custom audiences to brands and advertisers in a cookieless future.
Launched in late 2020, Lotame Panorama ID is the only enriched global identity solution. As a delivery mechanism for an extraordinary quantity of privacy-compliant, rich, pseudonymized data, individual Panorama IDs carry an average of 200+ behavioral attributes. In January, Lotame announced that Magnite, Sovrn, Eyeota, and Advance Local would support the identifier.
The current list of data partners supporting Panorama ID is:
- Data Axle
- Dun & Bradstreet, Inc.
- The Kochava Collective
“We’re excited to support Lotame in its efforts to safeguard advertisers’ abilities to make quality, genuine connections with target consumers,” said David Finkelstein, CEO & Co-Founder of BDEX. “As the privacy-first, cookieless data marketplace nears, it’s imperative advertisers prepare by partnering with the right solutions.”
“We’re thrilled to continue to partner with Lotame as we proactively look for a solution to the sunset of third-party cookies,” said Tom Zawacki, Data Axle’s Chief Digital Officer. “We believe comprehensive datasets, like Data Axle’s, which span offline and online channels, will be key to finding a privacy compliant solution and are excited to work with Lotame to set a new standard of collaboration and innovation in the industry. There is a ton of opportunity to get this right and improve this space for both businesses and consumers.”
“Dun & Bradstreet’s data will continue to be targetable, even in the absence of third-party cookies,” said Stacy Greiner, Chief Marketing Officer at Dun & Bradstreet. “We realize that the approach going forward will be multi-faceted, and we are committed to giving our clients a choice. We will do so by integrating our data into high-quality ID solutions, platforms, and media channels, which is why we have collaborated with Lotame.”
“Partnering with Lotame to help them solve challenges in the cookieless environment is strategically aligned with our focus on privacy,” said Neil Sweeney, Founder, and CEO of Killi. “We are excited to partner with the Panorama ID and help Lotame bring this ubiquitous solution to the market.”
“Lotame’s Panorama ID solution provides another glimmer of promise to data providers and marketers alike in facing the challenges around identity resolution and marketing attribution,” said John Nakhla, VP Media and Data at Safe-Reach. “As an advocate for many business owners in the cannabis & CBD industry, Safe-Reach understands the importance of being prepared for these changes to digital marketing. Dispensary owners, MSOs, and CBD brands already have limited options to invest in to reach new customers on digital channels. Walled garden environments like Google and Facebook maintain a near zero-tolerance policy on the vertical as a whole. Attribution and targeting against first-, second-, and third-party data across the web are critical to measuring success and growing their businesses. Without a scalable persistent ID solution in place, an entire emerging industry is at risk of losing their ability to connect with known and prospective customers. Panorama ID will be a necessary component in the collective toolset that marketers across all industries will need to implement in concert together. With a focus on user privacy, method for scalability, and compatibility with other ID solutions, it makes all the sense in the world to fold it into the mix.”
“Lotame is offering the industry a solution that improves engagement even in the absence of deterministic data,” says Michael Gorman, SVP of Product and Marketing, ShareThis. “We are happy to support this comprehensive approach toward meeting advertisers’ needs in the cookieless world.”
“Our integration with the Lotame Panorama ID aligns with our commitment to remain a neutral player in the industry as we continue to power consumer identity across the cookieless web,” said Moira McKenna, CRO of Throtle. “We are committed to creating a better standard for identity so publishers and brands can continue to thrive in a privacy-first future.”
To learn more about how Lotame Panorama ID builds a connected digital advertising ecosystem for all, please visit www.lotame.com/panorama/id
Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service make us the trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, London, Mumbai, Singapore and Sydney. Learn more at www.lotame.com.
Lotame and related logos are registered trademarks or trademarks owned by Lotame Solutions, Inc. in the U.S. and/or other countries. All Rights Reserved. All other trademarks and trade names are properties of their respective owners.
Established in 2014, BDEX is the first ever Data Exchange Platform (DXP) and is one of the Inc 5000 fastest-growing privately-owned companies in the U.S. Combining hundreds of data sources in real-time into one unique data infrastructure, BDEX offers the most powerful, most accurate identity graph available in the U.S. market. BDEX empowers B2C companies to use the power of data to understand consumer behaviors and intents, helping them reach the right people at the right time. Find out more at https://www.bdex.com.
About Data Axle
Data Axle is a leading provider of data and real-time business intelligence solutions for enterprise, small business, nonprofit and political organizations. The company’s solutions enable clients to acquire and retain customers, and enhance their user experiences through proprietary business and consumer data, artificial intelligence/machine learning models, innovative software applications and expert professional services. Data Axle’s cloud-based platform delivers data and data updates in real-time via APIs, CRM integrations, SaaS, and managed services. Data Axle has 45+ years of experience helping organizations exceed their goals. For more information, visit https://www.data-axle.com.
digitalAudience is an identity resolution platform that helps companies gain maximum addressability with their customers and prospects by connecting valuable data sources to their first party data. Our platform enables brands to win more new customers and increase marketing effectiveness. We do this by identifying, enriching and activating first party data.
At DTScout, we collect and activate compliant data from hundreds of thousands of smaller publishers, amplifying the weak signal each small publisher generates into actionable data: thus democratizing data activation by allowing small and, often neglected, international publishers to realize greater efficiency, and helping premium marketers reveal the untapped potential in the neglected majority of publishers and users.
About Dun & Bradstreet
Dun & Bradstreet, a leading global provider of business decisioning data and analytics, enables companies around the world to improve their business performance. Dun & Bradstreet’s Data Cloud fuels solutions and delivers insights that empower customers to accelerate revenue, lower cost, mitigate risk, and transform their businesses. Since 1841, companies of every size have relied on Dun & Bradstreet to help them manage risk and reveal opportunity.
Fluent, Inc. (NASDAQ: FLNT) is a leading performance marketing company with an expertise in creating meaningful connections between consumers and brands. Leveraging our proprietary first-party data asset of opted-in consumer profiles, Fluent, Inc. drives intelligent growth strategies that deliver superior outcomes. Founded in 2010, the company is headquartered in New York City.
Killi Ltd. (TSXV: MYID / OTCQB: MYIDF) is a consumer privacy ecosystem that allows consumers to take back control of their consumer data from those who have been collecting it and selling it unbeknownst to them. Killi is currently available online or via iOS or Android in five countries (US, Canada, Singapore, Australia, and New Zealand). Killi implemented the Killi Paycheck which pays users weekly passive earnings for the use of their data. Killi is also the creator of uaretheproduct.io, a consumer-facing website that allows consumers to determine their data’s value broken out by individual platforms. To learn more about how Killi fairly pays users via its Fair-Trade Data™program, please visit https://killi.io/earn.
Safe-Reach is a consumer marketing strategy & analytics company for brands and agencies. We focus primarily on the cannabis and CBD space. Our ethos is enabling our partners to leverage the best technology available across the digital marketing landscape, and applying it to work for their business goals. We support deployment of scalable targeting and analytics products for cannabis and CBD retailers, brands, events, as well as non-cannabis companies looking to leverage intelligence from the growing legal cannabis market. www.safe-reach.com
ShareThis maps human topography by synthesizing social share, interest, and intent data since 2007. Powered by consumer behavior on more than three million global domains, ShareThis observes real-time actions from real people on real digital destinations. ShareThis transforms user-level behavioral data to better understand, expand and validate consumer behavior for targeting and analytics. Privately held, ShareThis is based in Palo Alto, CA. To learn more about publisher and marketer solutions, visit http://www.sharethis.com
Kochava Inc. is a real-time data solutions company offering the leading omni-channel measurement and attribution solutions for data-driven marketers. The Marketers Operating System™ (m/OS) from Kochava empowers advertisers and publishers with a platform that seamlessly integrates and manages customer identity, measurement and data controls. Unlike the complicated, siloed tech stacks employed today, the m/OS takes the next step: unifying all of your data and critical omni-channel solutions into a cohesive, operational system that goes beyond data aggregation and reporting. The m/OS provides the foundation for limitless advertiser and publisher tools, including the option to build third-party solutions onto the platform. By design, m/OS facilitates success by making data accessible and actionable to maximize ROI.
With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Kochava also hosts the largest independent mobile data marketplace, the Kochava Collective. Headquartered in Sandpoint, Idaho, the company has offices globally. For more information visit their web site www.kochava.com. Follow Kochava on social media: Facebook, Twitter, and LinkedIn.
Throtle provides brands and marketers with the most accurate 1:1 view of a customer. Throtle is focused on resolving to a deterministic individual for accurate targeting across all devices and channels including IDs, MAIDs, IP Address, Connected TV and more. Learn more at throtle.io.