As Cookies Crumble, Lotame Launches Solution to Help Digital Marketers
In the fast-paced world of digital marketing, the ability to harness and utilize data effectively is becoming even more important. Lotame has taken a significant step forward in enabling data collaboration with the launch of Lotame Collaborate and Lotame Onboarding. These innovative solutions, available through their data collaboration platform, Spherical, promise to change how digital marketers unlock the potential of their data assets.
Lotame Collaborate streamlines the process of data sharing, analysis, and activation for digital marketers and media owners. By providing a secure environment within which multiple parties can share permissioned data, Lotame Collaborate addresses the growing need for collaborative approaches in the face of increased privacy and security concerns. Unlike traditional data exchange platforms, Lotame Collaborate goes beyond mere data sharing by offering robust features for data enrichment, analysis, and activation, thereby maximizing the value of first-party data assets.
In the wake of the decline of third-party cookies, the demand for innovative data collaboration solutions has never been higher. Digital marketers and media owners are seeking new ways to improve the scale and value of their data, while also meeting the evolving expectations of customers for personalized online experiences. Lotame Collaborate, with its intuitive interface and high-performance capabilities, is poised to address these challenges, empowering brands to adapt and success in this constantly changing digital landscape.
Andy Monfried, CEO at Lotame, spoke to Street Fight about the importance of data collaboration in today’s digital ecosystem: “The digital marketing landscape encounters a massive shift as the third-party cookie crumbles further. In the midst of this, Lotame remains at the forefront of innovation to ensure digital marketers stay a step ahead. In a landscape transitioning beyond third-party cookies, our commitment extends beyond mere adaptation; it’s about driving the change. We’re doubling down on our strengths in data collaboration, first-party data enrichment, analysis, and activation to empower marketers navigating a host of challenges.”
Lotame Collaborate is complemented by Lotame Onboarding, a powerful tool designed to match first-party data assets, such as email addresses, with digital identifiers. This integration enables digital marketers and media owners to retarget their audience effectively, leverage first-party data to reach larger audiences, and enhance customer persona development and intelligence.
Spherical’s combination of Lotame Collaborate and Lotame Onboarding offers a comprehensive platform for onboarding, unification, modeling, enrichment, collaboration, and activation of data. Whether marketers have their own data or need to access it from external sources, Spherical provides the necessary tools to make data-driven decisions and drive impactful marketing campaigns.
Launched in January 2023, Spherical empowers thousands of marketers, agencies, and media owners to onboard, analyze, and activate the data they need to understand and engage consumers, including RE/MAX, LLC; Publicis; and Dentsu.
Lotame’s commitment to innovation and collaboration has garnered praise from partners like Josh Culver, Executive Director of Integrated Marketing at RE/MAX: “Lotame has been a fantastic partner, and we are excited to support Spherical’s new data collaboration capabilities. These new tools can help innovate how we think about leveraging first-party data through data collaboration, making analyzing, planning, and activation more efficient and effective.”
In a digital landscape characterized by constant change and evolving consumer expectations, Lotame’s collaborative approach seems to be garnering the appreciation of digital marketers at firms including RE/MAX, LLC; Publicis; and Dentsu.
