Lotame and Inscape Announce Partnership to Elevate Ad-Buying, Targeting, and Measurement Across Television and Digital
Lotame, the leading independent data management platform (DMP), as well as the most trusted and comprehensive data exchange, today announced it has extended its strategic partnership with Inscape, the Automated Content Recognition (ACR) data company that delivers highly accurate, up-to-date viewing data from millions of smart TVs, through 2021.
Inscape, which manages a growing footprint of nearly 8 million active, Internet connected-VIZIO TVs, is the largest single source of opt-in smart TV viewing data available to license in the US. Lotame's aiTV product suite, launched in January 2017, is powered by Inscape's data and includes three proprietary solutions:
- aiTV: Platform: Lotame's aiTV: Platform brings the power of Lotame's DMP, named global DMP of the year by GABBCON, to linear TV buyers and sellers. It overlays rich first- and third-party signals from online and offline channels, like purchase intent and life stage data, on top of programming, daypart and viewership insights from Inscape. This gives brands and agencies access to the same rich segmentation and audience targeting capabilities that digital has benefited from for years. For networks, it helps them develop a deeper understanding of their audience data, optimizing inventory and increasing linear sales revenue. With the aiTV: Platform, users can dramatically enhance planning, optimization and activation of TV viewership data.
- aiTV: Attribution & Insights: aiTV: Attribution & Insights is a reporting platform offering marketers new information into the effects that TV media campaigns have on a brand's foot traffic, online and offline sales, and website visits. This allows brands and agencies to go beyond the basic post-buy report and finally close the loop on television spend, better understanding both impact and ROI, and giving them a complete view of TV audiences. Ultimately, this deeper view drives more efficient analysis and measurement pre and post campaign, which will help increase ad relevance, consumer engagement and revenue over the long-term.
- aiTV: SmartTV Data: aiTV: SmartTV Data enables clients to target TV viewership audiences across digital. As an independent platform, Lotame has a robust set of integrations with industry-leading DSPs, SSPs and audience-targeting tools. With these integrations, TV audience data, including viewers of specific programming and commercials and more, can be targeted online. This targeting is scaled through the Lotame Data Exchange, the largest quality data exchange in the world.
"In digital advertising, you have the ability to understand consumers in real-time," said Doug Pollack, GM of aiTV Products and Innovation. "Unfortunately, with TV, marketers are still stuck relying on uninformed tactics and broad targeting using age and gender. Through aiTV, the industry's first true turnkey DMP for TV, we help TV marketers dig deeper, delivering better targeting for buys using granular data, like purchase intent and life stage. Of course, it's also not enough to just target audiences more effectively on TV. Brands need to keep the conversation going with customers wherever they are, building relationships regardless of the channel or device. By making Inscape's data available for digital activation, as well, we have built a full-funnel solution that brings real value to advertisers, brands and agencies."
With today's announcement, Lotame and Inscape will continue to work together to deliver advanced television planning, targeting and measurement through aiTV.
"Lotame is a leading global DMP for a reason, it knows what buyers and sellers want from data-- granularity, quality, timeliness, scale and safety and above all else actionability" said Jodie McAfee, SVP of Sales and Marketing at Inscape. "The company has baked Inscape into products that are reshaping the market before our eyes."
"We are excited to continue our relationship with Inscape," added Pollack. "The demand for aiTV's capabilities has exploded since its launch and we are pleased to continue creating value together for some of the world's biggest TV advertisers and networks."
Lotame is the leading independent data management platform (DMP), enabling companies to use data to build stronger connections with their consumers. Lotame also delivers the most widely used, trusted and comprehensive data exchange in the industry. Through its technology, Lotame helps its clients harness the power of data to fuel more relevant and personalized experiences across screens and devices, online and off. To find out more about Lotame, visit www.lotame.com.
Industry Announcements's article first appeared on OnlineVideo.net
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