In a media world
of expanding platforms, not to mention fragmented ad and creative lengths and
formats, marketers are faced with the task of managing deliverables and data. With a range of competitors in the marketplace, Lotame is considered a leading company in data solutions for marketers. Medium.com notes that, “Lotame is a very popular solution for those who want to help get better value from their marketing.” For Lotame’s CMO, Adam Solomon, the ability to leverage first, second and third party streams of data places the company in the sweet spot for marketers.
Charlene
Weisler: What is the Lotame TV solution?
Adam
Solomon: Lotame TV enables advertisers to seamlessly connect, build, target,
activate and analyze TV viewership audiences for cross-screen digital campaigns
through DSP partners such as AppNexus, Verizon Media, Google DBM, The Trade
Desk, Adobe and Amobee. We consider it to be the industry’s most connected TV
product suite. We connect and match TV + digital data — including ACR, OTT,
website, app and CRM data — to over 4 billion web, mobile, and OTT IDs, build
bespoke TV + digital audiences that can be activated across any channel, and
help analyze how these audiences are performing in digital campaigns.
Weisler:
What ACR do you use and why?
Solomon: We
have a long-standing, strategic relationship with Inscape, which delivers
viewing information from almost 11 million connected VIZIO TVs. Inscape is a
leading provider of ACR technologies and comprehensive cross-screen metrics.
Weisler:
What data and metrics do you use?
Solomon: We
work with first, second and third-party data across CTV, OTT, website, mobile
web, mobile app, and CRMs. In terms of metrics, we look at media and/or
advertising engagement metrics. For media engagement, these metrics might
include user uniques, page views, video views and specific user actions. For
advertising engagement, these metrics might include video completion rate,
click-through rate and conversion rate.
Weisler:
How do you maintain privacy with GDPR and CCPA?
Solomon: Lotame
provides consumers with the ability to opt-out of the collection and/or use of
their data based on applicable laws and regulations.
Weisler:
How do you define programmatic and where is programmatic today?
Solomon: The
term “programmatic” has become shorthand for a diverse range of platforms,
tools and strategies in digital advertising. We go by the IAB definition which
is simply the automated buying and selling of inventory. There has been a lot
of noise over the past couple years around programmatic related to the
mechanics of how supply and demand sources interact with each other. The
industry has been buzzing about everything from header bidding and unified
auctions to first price auctions. But now with all the recent activity around
privacy regulations and browser cookie restrictions, there's a much more
fundamental conversation that needs to happen around programmatic targeting
criteria, assets and tools. Some folks are going old school and focusing on
contextual programmatic targeting while others are looking for ways to unlock
first-party data in programmatic transactions. This is especially vital in
light of the recent news out of Europe on GDPR and whether consumers are given
proper opportunity to provide consent to data use for RTB.
Weisler:
How will smart TVs impact your side of the business?
Solomon: We
just rolled out Lotame TV this summer. The solution helps marketers target ads
based on what someone watches on TV by collecting data from smart TVs and
marketers' first-party data from OTT apps, mobile apps and websites. With this,
we can help broadcasters retarget folks who didn’t finish watching a show on
digital channels. Brands could run A/B tests to see how a digital campaign
performs with people who saw a commercial on TV versus those who didn't. We
believe this product offering will set us apart from our competitors.
Weisler:
Where do you see opportunities and challenges three years from now?
Solomon: As
privacy laws continue to pop up and browser changes are enacted, we anticipate
that connectivity issues will come to a head. Already, publishers are grappling
with how to appropriately collect and activate their data to fuel content
creation, sell inventory and deliver effective ads. Publishers need data
solutions that serve as “pipes” — that help them share audience data across
environments and partners. In three years, we’ll see that connectivity as a
necessity for survival in the ecosystem.
Additionally,
the demand for transparency in advertising will continue to impact how
marketers work with and buy data. Ten years ago, audience-based data targeting
was novel and attractive to both marketers and publishers. It created value out
of remnant inventory for media companies, and created more actionable online
inventory for marketers. This novelty drove interest, which then drove the need
for more scale. But today, scale is given in the market. To be candid, lots of
providers have access to audience data. For that reason, marketers are starting
to focus more on ways to ensure the quality and precision of the data they
purchase for campaigns and activations. And with recent GDPR and privacy
crackdowns, the provenance, recency and origin of data will continue to grow.
Focusing on data quality and accuracy, not scale alone, is the future of our
industry.
This article first appeared in Mediapost.com
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