Data solutions company Lotame has launched its own identity offering called Panorama ID. The company says the new ID is “the first global, people-based identity solution for a cookieless open web.”
The ID is powered by Lotame’s graphing technology, which syncs device identifiers, behaviors and privacy choices — no third-party cookies required. Panorama ID is free to the industry and can work across the ecosystem, though partners and users appear to be forthcoming.
“Third-party targeting challenges and mounting privacy regulations have created an identity crisis in digital,” says CEO of Lotame Andy Monfried. “Without privacy-friendly and people-based tools, brands and publishers can’t communicate and transact effectively in a cookieless world. If they can’t get identity right, they can’t understand or engage audiences at scale, affecting everything from customer loyalty to sales and revenue to the viability of business tomorrow. With our Panorama ID, we’re giving the marketplace equal opportunity to compete, improve consumer relationships, and deliver outstanding, diverse, ad-supported content across the open web and connected devices.”
For digital advertising to survive on the open web, outside of Google, Facebook and Amazon, finding a privacy compliant tool for identity is a must. A recent IAB report found that if cookies go away and blunts addressable ads on the open web, “there would be a shift of between $32 billion and $39 billion of advertising from the open web to the walled gardens by 2025.”
Lotame says its Panorama ID is built for the open web using deterministic data like customer IDs and emails, as well as publicly available web data. They also claim that it’s the first and only globally scaled, omnichannel and freely accessible identity solution that doesn’t depend on third-party cookies.
Interestingly, Lotame Panorama ID features a universal opt-out. Meaning, consumers can opt out once and that choice is reflected in real-time across all digital touchpoints, devices and instances of online identity. The identity solution is also compliant with GDPR, CCPA and LGPD.
Additionally, Lotame says Panorama ID “leverages the most comprehensive collection of data points in the industry to accurately triangulate the right consumer for the right message.” In a nutshell, it matches attributes across devices and domains to an individual. The ID sees an average of 119 web and 89 mobile attributes per pseudonymous individual, according to Lotame.
Panorama ID is available for marketers, publishers and anyone else in the industry looking for identity resolution tools.
