February 2, 2016
Lotame today announced its selection as Skimlinks’ first DMP of record. Skimlinks provides digital publishers such as Hearst, Gawker Media and Daily Mail, among others, with a native content monetization solution. Skimlinks will leverage Lotame’s DMP to distribute its audience data to DSPs, exchanges, trading desks and publishers, and to provide custom segments to its clients.
Skimlinks’ core technology helps publishers be rewarded for any e-commerce they drive by automatically turning product links and references into trackable affiliate links. When a user views content across any of the more than 1.5 million premium publisher sites in the Skimlinks network, clicks on a link to a product or service and/or goes on to make a purchase, Skimlinks captures these anonymous intent signals. Using sophisticated algorithms and machine learning, Skimlinks analyses this data to predict shopping behaviors across product categories and brands. Skimlinks then creates audience segments based on whether users ‘want to buy’ or are ‘about to buy.’ Lotame can now ingest this near real-time purchase intent data based on the conversion data from 20,000 merchants from around the world and make it available to advertisers looking to improve conversions and performance of their campaigns.
Skimlinks audience segments are directly integrated within Lotame’s DMP but are also available to non-DMP customers, giving every marketer, agency, publisher and platform the ability to harness the power of this third-party data.
“Augmented by Lotame, Skimlinks’ data will be of further benefit to the multiple retailers with whom they work in a wide set of B2C categories,” said Ryan Rolf, Director, Data Sales at Lotame. “They will have even deeper insights into their audience intent shopping data to drive sales and the ability to apply these learnings wherever they need to for their campaigns.”
“We wanted to work with a trusted and collaborative partner for delivering our unique audience data to our publishers and partners,” said Alicia Navarro, CEO, Skimlinks. “Lotame not only enables us to scale our audience data distribution, but they offer innovative ways of leveraging this data to further benefit our publishers which is exciting for us.”