Lotame Debuts Cookieless 'Panorama ID'

Cross-screen data management platform (DMP) Lotame has launched a tool called Panorama ID, which connects all types of device identifiers, associated individual behavior and privacy choices into a single view, without dependence on cookies.

Lotame's services include the identification of most valuable customers and the targeting of prospects with similar profiles, while its aiTV suite (Audience Intelligence for Television and Video) lets marketers plan and measure ad campaigns using behavioral digital and viewing data.

Powered by Lotame's patented graphing technology, the new Panorama ID combines publicly available web data with deterministic data such as customer IDs and e-mails. According to the company, it is the first and only omnichannel and freely accessible identity solution that does not depend on third-party cookies to target consumers globally. Marketers and publishers can use it to protect consumer privacy, improve ad targeting, measure campaigns and cap ad reach. It also helps increase revenue beyond contextual targeting, enabling users to access previously 'invisible' audiences across browsers.

CEO Andy Monfried (pictured) comments: 'Without privacy-friendly and people-based tools, brands and publishers can't communicate and transact effectively in a cookieless world. If they can't get identity right, they can't understand or engage audiences at scale. With our Panorama ID, we're giving the marketplace the opportunity to compete, improve consumer relationships, and deliver outstanding, diverse, ad-supported content across the open web and connected devices'.

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.