New cookieless ID powers relevant & responsible omnichannel advertising, while empowering consumers with a universal and persistent opt-out across every digital touchpoint, browser & device.
New York, NY – (October 28, 2020) – Lotame (www.lotame.com), the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, today announced the launch of Lotame Panorama ID, the first global, people-based identity solution for a cookieless open web. Powered by Lotame’s patented graphing technology, its identity solution connects all types of device identifiers, associated individual behaviors, and privacy choices into a single view, without dependence on cookies. Panorama ID is freely accessible to all digital advertising players and interoperable across the ecosystem via API, prebid and inbound/outbound server-to-server.
“Third-party targeting challenges and mounting privacy regulations have created an identity crisis in digital,” said Andy Monfried, CEO of Lotame. “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.”
Finding a solution to identity is pivotal for the survival of the digital ecosystem, outside the bounds of Google, Facebook and Amazon. The IAB’s Socioeconomic Impact of Internet Tracking February 2020 report found that if digital tracking ended without a replacement, “there would be a shift of between $32 billion and $39 billion of advertising from the open web to the walled gardens by 2025.”
Created for the open web, Lotame Panorama ID is the only global identity solution built from multiple inputs, (web, mobile, CTV, and customer data). It is the first and only omnichannel and freely accessible identity solution that does not depend on third-party cookies to target consumers globally.
With this identity solution, marketers and publishers can:
Lotame Panorama ID adheres to the principles set forth by the Partnership for Responsible Addressable Media, of which Lotame is a member alongside P&G, Unilever, Ford, GM, IBM, NBCUniversal, IPG, Publicis, and digital advertising leaders.
To learn more about how Lotame Panorama ID builds a connected digital advertising ecosystem for all, please visit www.lotame.com/panorama/id