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

  • Supporting data partners include Dun & Bradstreet, ShareThis, and Throtle, among others

Lotame, the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, announced 11 leading data partners including Dun & Bradstreet, ShareThis, and Throtle 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.

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“Dun & Bradstreet’s data will continue to be targetable, even in the absence of third-party cookies,” said Stacy Greiner, Chief Marketing Officer at Dun & Bradstreet. “We realize that the approach going forward will be multi-faceted, and we are committed to giving our clients a choice. We will do so by integrating our data into high-quality ID solutions, platforms, and media channels, which is why we have collaborated with Lotame.”

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 monetization 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.
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“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.”

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“Our integration with the Lotame Panorama ID aligns with our commitment to remain a neutral player in the industry as we continue to power consumer identity across the cookieless web,” said Moira McKenna, CRO of Throtle. “We are committed to creating a better standard for identity so publishers and brands can continue to thrive in a privacy-first 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, pseudonymized data, individual Panorama IDs carry an average of 200+ behavioral 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:

  • BDEX
  • Data Axle
  • digitalAudience
  • DTScout
  • Dun & Bradstreet, Inc.
  • Eyeota
  • Fluent
  • Killi
  • Safe-Reach
  • ShareThis
  • Sovrn
  • The Kochava Collective
  • Throtle

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