Lotame Harnesses the Power of Data for Online Ads
Every publisher or ad salesperson has had advertisers question why they should advertise, whether they'll be reaching the right person and how they know this. To that tune, companies in the fast-growing online advertising sector are seeking ways to make online ads more personalized through online data tracking and ad targeting.
One such company is Lotame, maker of a data management platform called Crowd Control, which helps publishers better understand their audience by gathering data about their online readers. The end goal, of course, is to use this knowledge for more sophisticated, effective and profitable online advertising.
Crowd Control does this by combining what a publisher may know about readers from first-party data-gathered from readers while browsing the publisher's site or from information the reader shares, for example, through a registration form-with third-party data. Third-party data is collected based on a reader's browsing activity elsewhere on the web, which is gathered through cookies or "tracking pixels" that are downloaded to a user's computer whenever he visits a new website. Lotame sources this third-party behavioral data through online data providers, such as, BlueKai, Bizo and Exelate. Through this data compilation and analysis, Lotame aims to paint a clearer picture of publishers' online visitors.
By tracking behavioral data and building narrower audience segments, a publisher can target these segments with more relevant ads. With data in hand, publishers can infer age, gender, lifestyle, occupation and purchasing habits of readers. For example, this data can reveal whether a reader is more likely to soon buy an SUV or a pair of high-heels. Then when that reader pulls up a new page, Crowd Control passes keywords about the reader into a client's ad servers, setting off a campaign that matches those keywords when the page loads. Publishers pay for the software according to their data usage.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.