The leading global provider of data enrichment solutions, Lotame, announced the launch of Lotame Panorama ID, a new way that will help publishers and marketers to track identity.
The company said in a press statement that Panorama Id is powered by Lotameโs patented graphing technology that helps publishers unify first-party data. The single identity solution connects all types of device identifiers, customer ids, and associated user behaviors as well as privacy choices without dependence on cookies. It is freely accessible to all digital advertising players and enables advertisers to target audiences through header bidding and can cap the frequency with which a user sees the ad. It is available to all who want to use it via API, prebid, and inbound/outbound server-to-server.
For many years, advertisers online have relied on third-party data and cookies to target audiences. However, it is time for a cookieless world with major browsers phasing out the third-party cookies. To adapt to the internet to this new change, Lotame introduced Panorama ID. Andy Monfried, CEO of Lotame said,ย
โThird-party targeting challenges and mounting privacy regulations have created an identity crisis in digital.โ
โWithout privacy-friendly and people-based tools, brands and publishers canโt communicate and transact effectively in a cookieless world. If they canโt get identity right, they canโt understand or engage audiences at scale, affecting everything from customer loyalty to sales and revenue to the viability of business tomorrow. โ
It is essential to find a solution to identify the survival of the digital ecosystem beyond Google, Facebook, and Amazon. IABโs report suggests that if digital tracking ended without a replacement, โthere would be a shift of between $32 billion and $39 billion of advertising from the open web to the walled gardens by 2025.โ
Lotame Panorama ID is the only omnichannel and freely accessible identity solution that does not depend on third-party cookies to target consumers globally. With this identity solution, marketers and publishers can:
-Protect consumer privacy: Panorama ID is privacy-friendly and compliant with a variety of regulations including GDPR and CCPA. Users will be able to opt out of Panorama ID across every digital touchpoint and device.
-Increase ad targeting accuracy and scale: Lotame Panorama ID matches attributes across devices and domains to an individual. The company says that on average a single pseudonymous ID will include 119 web and 89 mobile attributes delivering the highest accuracy, profile depth, and scale across the open web.
-Effectively measure campaigns: Lotame Panorama ID enables marketers and publishers to effectively target, measure, and deliver campaign reporting based on unique people than a cookie or mobile ID.
-Work together: Consumers are changing all the time. To reflect this change, it is important that the marketer and publisher relationships evolve along with customers. Lotame Panorama ID provides a common language or bridge to make ad targeting and delivery to analytics impactful for advertisers, publishers, and consumers.
-Increase revenue beyond contextual targeting: Publishers can use Lotame Panorama ID to go beyond the limits of contextual targeting to help marketers reach customers based on their expressed passions, behaviors, and interests across all their devices and publisher domains. This also unlocks new monetization opportunities for publishers as COVID-19 continues to impact revenue.
Andy Monfried further added,
โWith our Panorama ID, weโre giving the marketplace equal opportunity to compete, improve consumer relationships, and deliver outstanding, diverse, ad-supported content across the open web and connected devices.โ
