The partnership between Lotame and SintecMedia enables local TV to offer dynamic audiences to clients
Lotame, an independent data management platform (DMP), is working on integration with SintecMedia, the preferred broadcast management for linear and digital. The integration will deliver audience segments from the Lotame DMP directly to SintecMedia’s front-end proposal system, OnBoard.
The integration will deliver audience segments from the Lotame DMP directly to SintecMedia’s front-end proposal system, OnBoard. Local sellers can now offer clients better targeting by connecting detailed viewership data with Lotame’s audience data. The partnership enables media companies to understand how targets overlay with their available inventory for more accurate pricing and scale during the proposal phase, and then optimize delivery across TV, video and mobile platforms.
Ryan Reed, Director of Television & Video Innovation at Lotame, said, “SintecMedia and Lotame are both focused on maximizing profitability and control for media companies across TV, digital and mobile, and this partnership gives broadcasters the tools to compete in today’s fragmented marketplace.”
Local broadcasters compete directly with digital audience targeting options such as search and social media. This partnership will deliver the next level of multi-platform audience targeting at scale to local broadcasters.
“As broadcasters, we are very pleased to see these kinds of partnerships develop because it shows that innovative companies are investing in the broadcast advertising ecosystem. These solutions provide a key benefit – a one-stop answer that enables cross-screen audience sales and improved yield optimization for our advertising clients,” said Anne Schelle, Managing Director of Pearl TV. Pearl TV is a business organization of eight local TV broadcasting companies who operate more than 220 local stations.
The partnership allows sellers to build audience-targeted proposals in real-time and deliver against audience goals more accurately. Now, clients who use Lotame’s TV DMP can index audiences against day-parts and programs on linear programming by passing that data to SintecMedia for execution and optimization. On the other hand, SintecMedia clients can use Lotame’s TV DMP to access and send first, second and third-party audience data to SintecMedia’s platform.
Lorne Brown, President at SintecMedia, commented, “Workflow is the major issue facing broadcasters as they move to offer audience targeted products to buyers. This partnership drives the kind of ‘fast, easy, and big’ solutions that sellers need to compete with the walled gardens at the local level.”
SintecMedia was acquired by Francisco Partners – the world’s largest technology-focused private equity fund, in April 2016. On the other hand, Maryland-based Lotame acquired Admobius, a mobile audience management platform, in 2014. The DMP platform has secured nearly $61.69M in investment since starting operations in 2006.