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TV DMP

TV DMP

Bringing Digital Intelligence to Television

TV buying and selling is no longer limited to age and gender. With TV DMP, Lotame can help you plan and measure ad campaigns using rich, behavioral digital and viewership data. TV DMP bridges the gap in television advertising by bringing audience targeting options, once only available in digital channels, to television stations and advertisers. Backed by Lotame’s robust television planning and measurement tools, salespeople and executives can analyze, plan, sell, measure, and validate the effectiveness of their advertisers’ television campaigns.

Key Benefits
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Extend Targeting

Reach the same audience segments from digital on linear TV

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Deeper Insights

Learn about your audience by program, genre, and daypart beyond age and gender

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Increase Revenue

Use audience insights to sell all available inventory, not just primetime

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Customized Measurement

Measure the delivery and reach of your advertisers’ campaigns against desired audiences

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Precise Targeting

Superior targeting in smaller markets, fueled by millions of TV viewership data points

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Optimize Value

Articulate the value of your station’s inventory to advertisers

FAQ
What’s Lotame’s connection to TV?

At Lotame, we noticed a missing link in the world of television advertising buying. From our years of experience working with the world’s largest brands and agencies – and our roots in audience tracking, targeting, and analysis in the digital realm – we realized the rich, insightful consumer data that marketers have come to know and love in digital was conspicuously absent in television, particularly at the local level. So we set out to change that, and TV DMP was born.

How does Lotame combine TV and other data sources?

Lotame maintains relationships with TV manufacturers to ingest linear TV viewership data at scale across all 210 DMAs, providing adequate reach to specific audiences at a local level. This anonymous, PII-free data is fed into our proprietary Cross-Device technology to link TV to other device data.

But how do smart TVs know what viewers are watching?

ACR, or Automatic Content Recognition, is a technology embedded in many of today’s connected televisions that enables a consumer’s TV viewership habits to be recorded for content personalization, more relevant advertising, and other benefits. Through the relationships Lotame has established with Smart TV manufacturers, we are able to ingest these data points and sync them with the billions of digital data points Lotame is already managing to create a complete view of consumers.

What audience attributes can I use in my planning?

Lotame was a pioneer bringing rich targeting options to the digital ecosystem, including behavioral and psychographic data points, past purchase behavior and purchase intent, and, of course, all the demographic and geographic data points. Now Lotame is bringing those same profiles and audience segments to television sales planning. Just enter the audience or audiences your advertisers wish to reach, and Lotame TV DMP will report on the programs, dayparts, and genres where you’ll find those consumers in your own station.

How can I reach the TV audiences online?

Lotame has collected and packaged these same Smart TV viewership audiences available to add to your digital audiences. These audiences include viewers of specific programs, networks, and genres, which can be combined with other data for targeting across the digital universe. Targeting TV viewers on their laptops, desktops, smartphones, and tablets is the perfect complement to television advertising and helps to create “surround sound” advertising for your brand and agency clients.

How can I learn more?

We'd love to show you a demo of the TV DMP! Contact us at tv@lotame.com to set up a time to talk!