In October, data solutions company Lotame launched its own identity offering called Panorama ID. At launch, Lotame said the new ID was “the first global, people-based identity solution for a cookieless open web.” However, the company didn’t name any partners right out the gate. Now, Lotame is announcing key support for Panorama from Magnite, Advance Local, Sovrn, Eyeota.
According to the company’s release, Magnite and Sovrn will integrate Panorama ID to boost publisher inventory value and allow buyers to target first- and third-party audience data across “cookieless” inventory. In a nutshell, publishers that use either SSP can get an early start on cookieless identity solutions and will be protected once third-party cookies exit in full.
Brian Bouquet, Sovrn’s VP of Product Management, says, “Publishers depend on being able to offer targeted audiences to brands to flourish in an environment where privacy regulations and the phase-out of third-party cookies are changing the rules. We are excited to implement the Lotame Panorama ID to ensure brands and publishers have access to a global, privacy-compliant and interoperable identifier to power their advertising without the need for cookies.”
Eyeota, which runs a third-party data market, a data onboarding business and advises companies on how to use second-party data, will also adopt Panorama ID to improve the ability to process and deliver audience data for ad targeting in existing cookieless environments — think browsers like Safari and Firefox. They will also rely on Panorama to prepare its own audience tools.
“Our integration with Lotame Panorama ID aligns with our commitment to remain ID agnostic as we continue to deliver addressable and privacy-safe audience solutions at scale for brands and advertisers globally,” says Howard Luks, Eyeota’s Managing Director, Americas and SVP Global Platforms.
Publisher Advance Local has already enabled what Lotame calls “Panorama UserID Module” with Prebid. By deploying Lotame’s Prebid UserID Module, Panorama ID will be sent to SSPs and DSPs working with Advance Local within the header bidding workflow.
“Nearly 10 years ago, we forged a partnership with Lotame to power our audience-targeting strategy, and given the shifting trends affecting our industry now, we are excited to extend that relationship to include Panorama ID,” says David Rowley, Senior Director Customer Success, Ad Platform Strategies at Advance Local. “With third-party targeting challenges and mounting privacy regulations, our minds are eased knowing that we have a solution in place that will help make our audience strategies more future-proof.”
Lotame’s ID is powered by the company’s graphing technology, which syncs device identifiers, behaviors and privacy choices absent third-party cookies required. It’s free to use in an effort to encourage wider industry regulation.
For digital advertising to survive on the open web outside of Google, Facebook and Amazon, a privacy compliant tool for identity is a must. The IAB found that if cookies go away and depresses addressable, open web advertising, “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.
Lotame’s CEO Andy Monfried explained the importance of partners like Magnite, Sovrn, Eyeota, and Advance signing on for Panorama: “As we approach the sunset of third-party cookies, publishers and brands are in urgent need of privacy-friendly tools to understand and engage audiences at scale. Support of the Panorama ID… enforces our belief that the future of advertising relies on the collaboration of the entire ecosystem working together to solve challenges for all.”
Moving forward, it will be interesting to see how much traction Lotame drives for Panorama. The identity market is crowded, with solutions from Verizon Media, The Trade Desk and others. Still, Lotame has a strong reputation in the market and is likely to see sizable adoption.
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