Lotame Adds Cross-device Capabilities To Its Data Management Platform

Mobile devices, wireless communication technology and internet web concept: business laptop or office notebook, tablet computer PC and modern black glossy touchscreen smartphones with colorful application interfaces isolated on white background
SHARE
THIS



Lotame, the independent data management platform (DMP), has announced the launch of Lotame Cross-Device.

Cross-Device is device graph technology that connects digital devices together, opening up a broad range of new targeting and monetisation options for advertisers and publishers.

The new solution is based on technology originally developed by AdMobius, the San Mateo based company Lotame acquired earlier this year.

Lotame Cross-Device utilises a combination of deterministic and probabilistic algorithms to create links between desktops, smartphones and tablets. By linking different digital devices together, the technology enables the creation of rich, cross-screen audience segments and addresses the challenge of device fragmentation for both advertisers and publishers.

“Today’s consumer is more connected than ever before, spending more time online but across a broader number of different digital devices,” commented Andy Monfried, Lotame’s founder and CEO. “Without the ability to link these devices together, advertisers are restricted to targeting and measuring cross-screen campaigns in silos, and publishers are unable to unlock the true value of their mobile inventory. Lotame Cross-Device addresses these issues head on.”

Lotame Cross-Device has been integrated within the company’s existing DMP, which helps differentiate the technology from competitive products in the market:

“As a business we remain fully media agnostic which we believe is an important differentiator for this new solution,” said Monfried. “With Lotame Cross-Device clients have complete ownership over their cross-device audience segments, and are able to deliver campaigns using their chosen activation channel. With the media landscape shifting so quickly, we think this level of flexibility is a key benefit for our clients.”

Opportunities presented by Lotame Cross-Device include:

  • Cookie-based audience segments can now be targeted across mobile, and mobile-based audience segments targeted across desktop. This increases reach for advertisers and monetization potential for publishers.
  • Advertisers can use the technology to tell sequential brand stories across screens, increasing the impact and effectiveness of digital campaigns.
  • Ad delivery can now be frequency capped across screens, reducing wastage and avoiding negative consumer experiences.
  • Cross-device consumption patterns can be used to underpin custom content delivery and ad creative, helping increase ad engagement and the stickiness of publisher properties.

“Lotame Cross-Device has significantly increased the scale of our digital campaigns by enabling us to extend our desktop audience segments across mobile,” commented Michael Beach, co-Founder at Targeted Victory, one of the beta partners for Lotame Cross-Device. “The ability to seamlessly port audience segments between devices is only going to become more important as media consumption continues to fragment across screens.”

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.