USA – Lotame, a technology business dedicated to improving customer data for digital marketers, has renewed its commitment to promoting data cooperation by introducing Lotame Collaborate.
Lotame Collaborate, available through Spherical, is an end-to-end data collaboration platform that allows media owners and digital marketers to leverage first-party data within their businesses and with partners. The platform recognizes changing privacy regulations and provides digital marketers with data portability, analysis capabilities, and activation options.
Data collaboration platforms address growing concerns about security and privacy by providing safe spaces for data exchange. As the need for third-party cookies decreases, media owners and digital marketers are using cooperative tactics to augment the volume and usefulness of their data.
Additionally, businesses need to use data to understand and meet the expectations of customers who are looking for better online experiences. In order to help brands adapt and thrive in this changing environment, data collaboration platforms like Spherical are useful in this regard.
Within its platform, Lotame Collaborate makes it easier for many parties to share permissioned data. Lotame Collaborate meets a business’s needs for enhancing, evaluating, and activating first-party data with outside partners, as opposed to data clean rooms. Furthermore, it allows marketers to combine non-authenticated (web visitors) and authenticated (logged-in) data, possibly tenfold increasing the availability of data for analysis and scalable activation. Currently, Lotame users worldwide can access Lotame Collaborate.
Speaking about the launch, Andy Monfried, CEO at Lotame, said, “Data collaboration is table stakes today. Unfortunately, fragmented data sets, non-interoperable platforms, and constantly evolving privacy standards have stalled the industry’s ability to deliver on true data enablement and collaboration. With our new offering in Spherical, which we believe is the industry’s most intuitive, interoperable, and high-performing data collaboration platform, we are making data collaboration smarter, faster, and easier than ever.”
Meanwhile, Jo Mackenzie, head of data solutions, Publicis Media APAC, stated, “First-party data sharing opens up more opportunities to generate meaningful insights and to leverage each marketing touch point for real brand-building impact. Evaluating and testing innovative technologies like clean rooms and data collaboration are critical to delivering cutting-edge, data-driven solutions for our clients, so we’re excited to leverage this new offering as an extension of our existing intelligence suite.”
