As Barriers to Transparency and Accuracy in Digital Advertising Continue to Grow, Lotame’s Precision Audiences Promises to Deliver Quality-Validated Audience Segments and Insights to Its Global Customers
Leading DMP and a Top-150 company on our MarTech RADAR, Lotame, has announced the launch of “Precision Audiences.” These proprietary and validated on-target demographic audience segments exceed industry benchmarks and are now available in more than 20 countries worldwide.
In a recent interview, Omar Abdala, Chief Scientist at Lotame had mentioned, “To be a successful DMP in the future, every DMP will need these capabilities because they create significant opportunities for advertisers and publishers alike who need greater insights into how audiences behavior no matter what device they might be on.”
Clearly, Lotame have a clear product roadmap for 2018.
Andy Monfried, CEO and Founder of Lotame, said, “As barriers to transparency and accuracy in digital advertising continue to grow, Lotame is going all-in on its promise to deliver validated, on-target audience segments and insights for our customers.”
Today, 80% of marketers say audience data is critical to their digital advertising efforts.
– Another 53% have increased their annual spend on data-driven advertising.
– As audience data’s importance continues to grow for media buyers and sellers alike, concerns over quality have exploded – and for good reason. In 2016, bots accounted for 40% of all Internet traffic, manipulating audience insights for 94% of media sellers.
– Other challenges, from unreliable data collection and volume incentives among data providers, to shared PCs across consumers, have only fueled quality concerns. As a result, the industry is demanding more transparency and accuracy from the audience data that they use to transact and target media.
Enter Lotame’s Precision Audiences.
Today’s launch includes validated demographic segments, guaranteed to exceed industry benchmarks in more than 20 major countries. Using Precision Demographic Audiences, a major CPG brand tested data on 20 million female-identified IDs between 18-34, who performed at double the accepted industry on-target benchmark.
In the UK, a female 25-54 audience of 40 million profiles tested 25% above benchmark.
In Germany, Lotame found 40 million male 18-34 profiles at 30% above accepted industry benchmarks.
Michelle Mirshak, Vice President, Data Architecture and Platforms at Spark Foundry, said, “Our clients are spending increasingly more resources and budgets on licensed data to more comprehensively understand their customers. First and foremost, advertisers need to trust the quality of the data, and then look at the scale.”
Michelle added, “The Data Architecture team within Spark Foundry challenges our data partners to get to the bottom of their methodology and data collection practices, ensuring we partner with the highest quality platforms. Transparency is the only way to operate today. Scale with a disregard for quality and transparency is not acceptable. The quality of data sets partners apart and it’s evident in the performance.”
Added Monfried: “We are committed to providing quality data to our customers. Data quality is an industry-wide concern, threatened by non-human traffic, bad actors and bad processes. With today’s launch, we are reinforcing our leadership position around quality, with what will likely become a category standard for other data exchanges.”
Currently, Lotame enables companies to use data to build stronger connections with their consumers.
Recommended Read: TechBytes with Jeremy Pinkham, CTO, Lotame