Lotame Launches Lotame TV, a Connected TV Offering

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Lotame continues its unstacked push, launching TV + digital product suite designed to help marketers connect TV viewership audiences for cross-screen digital campaigns.

Lotame, the unstacked data solutions company that helps publishers, marketers, and agencies find new customers, increase engagement, and grow revenue through audience data, announced the launch of connected TV product suite: Lotame TV.

It enables advertisers to seamlessly connect, build, target, activate, and analyse TV viewership audiences for cross-screen digital campaigns through DSP partners such as AppNexus, Verizon Media, Google DBM, The Trade Desk, Adobe, and Amobee.

As part of it’s unstacked rollout, Lotame connects and matches TV + digital data — including ACR, OTT, website, app, and CRM data — to over 4 billion web, mobile, and OTT IDs, builds bespoke TV + digital audiences that can be activated across any channel, and helps analyze how these audiences are performing in digital campaigns.

Also Read: Measurement, The Key to Driving Multichannel TV Campaigns

“With Lotame TV, we have enabled impressive data connectivity between TV, a traditionally siloed channel, and digital. By providing access to rich TV audience data and connecting it with DSPs to target TV viewers across digital platforms and channels, from mobile to desktop, Lotame allows advertisers to more effectively engage consumers wherever they are, maximising their investments,” said Tricia Masturzo, Director, Data & Advanced TV Solutions at Lotame.

The Lotame TV solutions suite is comprised of four products that enable unique connectivity while also offering the flexibility of an a la carte, unstacked approach. These include:

• Lotame TV Connect: It is the hub where TV + digital data — including ACR, OTT, website, app, and CRM data — is synced, matched to 4 billion web, mobile and OTT device IDs, and clustered by individual and household. When you’re ready to activate your audience segments, TV Connect is synced to most major ad servers, DSPs and attribution platforms.
• Lotame TV LAB: It is where content meets commerce to create audience segments that fit your marketing needs. ACR and OTT audience data can be mixed, matched and combined with 1st, 2nd or 3rd party data to create your ideal segments. Don’t have enough scale? Use our proprietary machine-learning modelling tool, Audience Optimizer, to intelligently scale your segments.
• Lotame TV Analytics: It gives you a 360-degree view of consumers watching your TV shows or commercials, and enables you to take action with a click. Leverage your 1st party online and offline data, or access the world’s largest marketplace of 2nd and 3rd party data, to generate TV + digital audience overlap and index reports that are on-demand, high-definition and binge-worthy.
• Lotame TV Data Exchange: It offers custom and ready-to-target pre-packaged TV audiences categorised by Program, Network, Show, Genre, Viewer Type, Dayparts, and Tentpoles that can be activated through any DSP. Target TV viewers across digital platforms and channels with the ability to scale through advanced machine learning and modelling. Ahead of the Fall TV season, Lotame is segmenting audiences by viewers of Primetime Fall TV Shows, Reality TV, Cord-Cutters, Home Improvement, MLB, NFL, Grammy Awards, and Golden Globes. These audiences and more can be purchased through most major DSPs to target TV viewers across digital platforms and channels.  Additionally, with Lotame TV Data Exchange, marketers can now re-engage viewers seeing their TV commercials via digital channels or can get a leg up on their competition by targeting those who viewed competitor TV ads on digital.

Also Read: Immersive Technology Makes for Richer Customer Experience

In support of its TV offering, earlier this year, Lotame extended its strategic relationship with Inscape, which delivers viewing information from nearly 11 million connected VIZIO TVs.

“As one of Lotame’s longest-running partners, we are excited to continue creating value for marketers looking to reach television audiences,” said Greg Hampton, VP of Business Development at Inscape, adding, “Together, we can provide granularity, quality, timeliness, scale and safety and above all else actionability when it comes to viewership data.”