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Adform and Smart support Lotame Panorama ID to future proof addressability in a post-cookie world

The two leading platforms join a growing list of companies that support Panorama ID as the interoperable, connectivity solution for the global open web.

London, UK – (May 25, 2021) – Lotame (www.lotame.com), the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, today announced that Adform and Smart will integrate Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable solution for the open web. 

Adform, the only global, independent and fully integrated advertising platform built for modern marketing, has merged its programmatic workflow with the Lotame Panorama ID, in order to extend its cookieless targeting with even greater scale and greater enrichment capabilities.  

We believe identity must be solved at the source, by consumer-focused companies that create first-party or log-in IDs and collect the necessary consent,” said Jochen Schlosser, Adform CTO. “That is how we have built our fully flexible setup that enables transactions on all types of IDs. We are excited to partner with Lotame to further enhance our privacy-first targeting as the industry switches from third-party cookies to first-party IDs.”

Smart, the leading independent ad monetisation platform built for premium publishers to serve demanding buyers, has extended the use of Lotame Panorama ID for its clients using both its Adserver or SSP (supply-side platform). Smart’s aim is to fully support ID alternatives and to allow publishers to benefit from improved user recognition and monetization of their programmatic transactions.

“Ensuring our customers reach their business goals in a post-cookie world is key and Lotame’s Panorama ID solution will enhance our ability to process and deliver targeting without the need for cookies,” said Arnaud Créput, CEO at Smart. “User privacy and identity topics are key components of Smart’s strategy. Our collaboration with players such as Lotame, that share our objective to put quality, transparency and privacy at the very heart of the value chain, is a step further in our vision for an improved advertising landscape.”

“Lotame has a view for the future in line with what marketers and publishers want to achieve: a people based, privacy first solution that is open to all,” said Andy Monfried, CEO at Lotame. “Collaboration will be key for the future of advertising and identity presents an opportunity, but education is needed on how all the industry solutions can work together. Our partnerships with Adform and Smart will play an important role in strengthening the collaboration needed across the ecosystem in adopting new approaches for a post-cookie world.”

Support for Lotame’s Panorama ID continues to expand within the industry, with Smart and Adform now joining the likes of Magnite, Advance Local, Sovrn, Eyeota, and multiple data partners, in becoming advocates for the ID solution. 

To learn more about how Lotame Panorama ID builds a connected digital advertising ecosystem for all, please visit www.lotame.com/panorama/id

About Lotame

Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service make us the trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, London, Mumbai, Singapore and Sydney. Learn more at www.lotame.com

Lotame and related logos are registered trademarks or trademarks owned by Lotame Solutions, Inc. in the U.S. and/or other countries. All Rights Reserved. All other trademarks and trade names are properties of their respective owners.

About Adform

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world. 

About Smart

Smart is the leading independent adtech platform built to serve the interests of both buyers and publishers. Smart’s fully transparent platform and shared-interest business approach enables brands and premium publishers to get their fair share of ad value at every opportunity, on their terms. Brands can achieve greater efficiency through their advertising spend, and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, formats, and audience data to deliver true value path optimization to brands.

Smart works directly with hundreds of buyers and more than 1,000 publishers worldwide including Groupe Marie Claire, TracFone, Le Figaro, Leboncoin, Altice Media Publicité, and IMGUR to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. Smart is ranked on the Deloitte Technology Fast 500 EMEA and in the Financial Times’ FT 1000: Europe’s Fastest Growing Companies. The company operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality.