Lotame Panorama ID Gains Support From Leading Data Partners, Enabling Expanded Data Collection Across the Open Web

by ExchangeWire PressBox on 22nd Apr 2021 in News

Lotame, the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, today announced 10 leading data partners including digitalAudience, DTScout, and ShareThis will support Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable identity solution for a cookieless open web.

Lotame is providing the industry with privacy-compliant solutions that allow data partners to capture data on the Panorama ID in cookieless environments (Safari, Firefox, and soon Chrome) in order to maintain scale. This also benefits brands who can buy and target their audiences of choice across the open web.

"Lotame is offering the industry a solution that improves engagement even in the absence of deterministic data," says Michael Gorman, SVP of product and marketing, ShareThis. "We are happy to support this comprehensive approach toward meeting advertisers’ needs in the cookieless world."

With Panorama ID, these data partners will now have access to:

- Expanded data collection across all browsers and apps: Access to previously invisible audiences for data collection based on a variety of attributes in cookieless environments, with no additional engineering required.

- Activated rich data sets everywhere: Aggregated valuable data on the Panorama ID for interoperable activation across the open web.

- Increased value of publisher partner's inventory: Assistance for partner monetisation of first-, second- and third-party audiences cross-domain by enabling advertisers to target audiences in cookieless environments on all available impressions.

- Future-proofing the ability to sell unique data sources: Ability to continue to offer custom audiences to brands and advertisers in a cookieless future.

“Without a replacement for third-party tracking, marketers around the globe will lose the ability to collect quality data to power campaigns,” said Andy Monfried, CEO at Lotame. “Marketers need options outside the walled gardens, such as data-driven targeting, to reach consumers up and down the funnel. With Panorama ID and partnerships with data partners, marketers can find and engage in-market, relevant consumers thanks to accurate, privacy-compliant data.”

Launched in late 2020, Lotame Panorama ID is the only enriched global identity solution. As a delivery mechanism for an extraordinary quantity of privacy-compliant, rich, pseudonymised data, individual Panorama IDs carry an average of 200+ behavioural attributes. In January, Lotame announced that Magnite, Sovrn, Eyeota, and Advance Local would support the identifier.

The current list of data partners supporting Panorama ID is: