Back to Basics: How Does A Data Exchange Work? A DMP is an excellent system…
The Lotame Data Exchange (LDX) has thrived in the marketplace since 2010, starting with only eight segments. Today, the LDX consists of over 4,000 prepackaged and custom segments, under the umbrellas of Interests, Age, Gender, Demographics, Location, Actions, B2B, Mobile, Purchase Intent/Past Purchase, and Smart TV hierarchies. To date, the LDX contains over 4 billion Cookies and Mobile Device ID’s and the depth and breadth of LDX data continues to grow through over 150 anonymous data providers, multilevel data categorization, and annual data audits to ensure accuracy.
With its size, strength, and accuracy, LDX data will complement and enhance advertisers’ first party data to reach their target audiences and operate more successful campaigns. Here are just a few ways that the LDX continues to prosper in the data marketplace as a trusted source for audience data.
The LDX provides depth and breadth without being excessively vague or too granular. Lotame Interest based segments have 1.1 billion uniques, Lotame B2B segments currently have a total of 720 million uniques, and Lotame Shopping and Retail segments have 605 million uniques. The LDX Interest based segments comprise of Automobiles, Computers & Technology, Entertainment, Fashion & Beauty, Finance, Health & Medicine, Sports & Recreation, Travel, and many more top level segments that include several subcategory options. The Automobiles category breaks down further to automobile type, such as Vans, Sports Cars, Sport Utility Vehicles; U.S. and foreign auto brands; and popular auto models. Lotame also offers geo-targeted prepackaged audiences, such as “United Kingdom Pet Owners” and “Australia Restaurants & Dining” based on client demand. With this extensive selection of LDX segments, Lotame can provide substantial third party data to cast a larger net over an advertiser’s target audience.
Lotame’s advanced demographic data is the largest and most utilized LDX segments. Our age and gender demographic data are Nielsen Digital Ad Ratings (DAR) and Validated Campaign Essentials (VCE) tested on Lotame’s dollar. This testing validates LDX data against the industry leading Nielsen systems, which makes a concentrated audience that increases the chance of reaching a targeted user. This is beneficial to both Lotame and data buyers because Lotame can provide assurance that its prepacked DAR and VCE data are campaign ready.
When data providers send data to the Lotame platform, the data is not categorized by a program, but by humans in order to improve accuracy through multilevel categorization. For example, a behavior named “Soccer Moms” can be categorized into multiple levels, such as a user that is interested in soccer, female, parenting, and has 1 or more children in the household, rather than be categorized by computers that search for specific keywords or metadata. Lotame uses each individual behavior for its greatest potential, without compromising the data’s integrity where it may not completely fit into the prepackaged audience.
Lotame holds an LDX audit at regular intervals to ensure accuracy by revamping segments that are no longer producing revenue, and creating new segments that Lotame deems beneficial to advertisers. Lotame also constantly adds and re-evaluates segments based on market demand. The latest additions include 2016 Political and Election segments, Smart TV segments, and new Co-branded offerings.
With a keen eye on the content of the LDX, Lotame is able to provide advertisers with a strong data offering to help advertisers complement their first party data to reach a wider and more accurate target audience. LDX data can be purchased through the Lotame platform and in various DSPs and Ad Exchanges. If you would like to learn more about the Lotame Data Exchange, please reach out to us; we’d love to help. You can reach us at DataSales@lotame.com.
This article was written by Matthew Scarpato, Data Operations Analyst at Lotame. Connect with Matthew on LinkedIn.