Lotame Adds 'Media Group' Division

US-based social media tracking and targeting firm Lotame has established the 'Lotame Media Group', in a bid to deliver and analyze online media campaigns with 'greater impact, insight, and efficacy'.

Lotame's flagship audience data management platform Crowd Control gathers first-party audience data from publisher sites, and enables users to combine this with third-party data in a single interface. The firm recently closed an $11m Series C funding deal, which it is using to address demand for this Crowd Control audience data.

Its new division will focus on audience targeting and insights for advertisers, working with brands and the agencies that represent them to deliver and analyze online media campaigns.

The unit - with locations in New York, Chicago and Los Angeles - comprises two sales teams, an agency team which works with ad agencies, and a client development team which focuses on individual client relationships.

'Advertisers and their agencies are being overwhelmed with the gaggle of new platforms, tools and inventory sources now available,' states Sales VP Bryan Seltzer, who will oversee the new Group. 'We solve this by combining the best available sources of data, media, optimization tools, and producing and delivering robust research, analytics and insights that inform the overall marketing strategies of our clients.'

Web site: www.lotame.com .