Lotame Debuts Smart TV Audience Targeting Tool

Cross-screen data management platform (DMP) provider Lotame has launched a tool called Smart TV Audiences, allowing users to identify audience attributes based on actual TV viewing behavior, and then target those viewers on their digital devices.

Lotame's DMP helps clients harness audience data to improve marketing and other business decisions - including the identification of most valuable customers, and targeting of prospects with similar profiles. The new solution collects television viewership data - including program, genre, time of day and network - flowing from Smart TVs across the United States. Applying its proprietary device matching technology, Lotame then connects Smart TVs to mobile devices, desktops and laptops, allowing advertisers to reach unique TV audiences across any screen on which consumers engage.

CEO and founder Andy Monfried (pictured) comments: 'The record adoption rate of connected Smart TVs, combined with Nielsen's latest announcement that 50% of all US households now subscribe to video on demand, shows that the final barrier between TV and digital is breaking. Marketers can leverage this TV viewership data to reach audiences more effectively by delivering consistent messaging across all screens'.

Web site: www.lotame.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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