Just months after opening its first Australian office and increasing its local client base by 300%, data management platform (DMP) Lotame has announced the launch of a new cross-device tool aimed at easing the data challenge many across the industry face.
As more and more consumers increasingly shop across multiple devices, understanding the path to conversion and knowing where to attribute credit to the varying touch-points can prove a major headache for advertisers and publishers.
Lotame's commercial director of Australia and New Zealand, Ian Curd, said the business has a long-term strategy, in keeping with the importance a DMP will have in the digital marketing stack across Australia, over the next two years.
Curd said he feels it's the publishers that have been early movers in the space and that the big growth in 2015 will be the marketer/corporate use case.
The Lotame Cross-Device offering connects digital devices together allowing targeting and monetization options for advertisers and publishers. It is based on technology originally developed by AdMobius, the California-based company Lotame acquired in Q1 2014.
Curd said it works by pairing logins to an ID and uses a predictive algorithm based on device signals (such as the make and model of a device), consumption signals (time, date, Wi-Fi location etc) and visitation signals (frequency of visits).
“The DMP will become the central nervous system that regulates and informs all other ad tech capabilities such as tag management, ad serving, SSPs and analytics tools,” Curd explained.
He said the two central conversations which are close to 'solving' the data challenge of marketers are DMP's and cross device measurement.
“These are central to every marketers thoughts across the world at the moment,” he added.
But with so many new tools emerging to help with the surplus of data, AdNews asks Curd how this product differs from what is already available.
Given Lotame acquired and integrated Admobius, which was “one of the early leaders in cross device technologies”, Curd said this puts the company ahead of the game. He also stressed that other DMPs rely on partnerships with cross device technologies which have a number of implications for data security and efficiency.
“Lotame's universal data network carries over three billion cookies and now with cross device one billion device IDs,” he said.
Curd says DMPs will also shoot further into the marketing limelight as they can help to remove negative consumer experiences.
“Delivering the same message at irrelevant times is one of the problems that most digital channels have not answered very well to-date,” Curd said.
“A DMP that understands what devices are being used when and by whom is a breakthrough that has not been scalable or understood.
“Cross device enables the ability for more targeted messaging from both an advertising and content perspective. This has numerous applications for both publishers and marketers and we are already working with both types of in Australia.”
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