Lotame and Cint in Custom Panels Deal

Cross-screen data management platform (DMP) Lotame has partnered with insights exchange operator Cint, to enable publishers and advertisers to create custom research panels.

Through the deal, Lotame clients will be able use Cint's technology to create panels of site visitors with whom to conduct tailored research, directly accessible in the DMP for customized audience creation and data activation. Publishers can invite their site visitors to register with Cint, and they then become panelists who are included in a pool that is sold programmatically to market researchers. For every survey completed by a panelist, that individual is compensated, and the publisher who drove that panelist's registration also receives a share of revenue. Cint also collects additional demographic data on their panelists at registration, which is anonymized and fed back into the Lotame DMP, giving publishers both increased revenue per unique visitor, and enhanced demographic reporting on those visitors.

Cint CEO Morten Strand says the agreement brings together big data with self-declared data, to provide an enriched offering for media buyers and publishers around audience insights, discovery and activation. Laura Lewellyn, Senior Director of Market Innovation, Lotame, adds: 'This partnership combines our data expertise with Cint's rich, first-party profile data that can be immediately leveraged. Our client base will be able to drive deeper insights based on visitors' responses and increase monetization from their readership'.

Web sites: www.lotame.com and www.cint.com .