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
B&T Magazine
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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.”

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