Lotame and DG's Peer39 Streamline Integrations for Publishers
Publishers combine page-level data and behavioral audience data for highly effective targeted marketing
NEW YORK, December 18, 2012 - Publishers are now able to bring page-level data into their Data Management Platform through a strategic alliance between DG’s Peer39 and Lotame.
Peer39, a DG (NYSE: DGIT) data & trading solution, offers advertisers semantic page analysis, which determines the environment around each ad unit based on the content and structure of a web page. Publishers can now access Peer39’s Quality, Safety and Category data via Crowd Control, Lotame’s Unifying DMP that publishers use to manage first-, second-, and third-party audience data.
Publishers can now build audiences for cross-platform ad campaigns based on interests and actions collected by Crowd Control, and combine this data with the page level data that Peer39 offers.
"The combination of audience targeting and page-level data means that we can be sure our advertisers' messages are always hitting the right people in context with relevant content," said David Rowley, VP Advertising Operations at BlogHer, Inc. "Through partnerships with both Lotame and Peer39, we can offer even more robust ad packages to our advertisers, and both our advertisers and the 3,000 publishers in our network will see the positive results of a more actively engaged community."
"We’re pleased to be able to give our customers access to Peer39's data in Crowd Control," said Lotame CEO Andy Monfried. “Advertisers can now know not only which audiences they’re reaching - they can also control their audiences and the page-level environment around the ad, ensuring both the best possible audience and placement. This partnership delivers on the ultimate promise of online advertising.”
"Lotame clients now have the ability to incorporate additional data dimensions; resulting in even more powerful and accurate audience segments, in addition to the traditional targeting publishers had been able to use with Peer39's capabilities alone," said Alex White, GM of Data & Trading, DG. "Rather than having two separate relationships, one for page level analysis and targeting and another for audience behavior, publishers now have the ability to target based on the content of the page and the audience with one simple Crowd Control integration."
Lotame empowers innovative publishers, networks, and brands to unlock the full value of their audience data with its unifying data management platform, Crowd Control. Founded in 2006, Lotame activates first-, second- and third-party audience data from any source while ensuring quality, enforcing security and protecting user privacy. To learn how our data-driven platform delivers superior results for leading publishers, networks and brands, visit www.lotame.com.
DG connects over 11,000 global advertisers and agencies with their targeted audiences through an expansive network of over 6,000 television broadcast stations and over 11,500 web publishers in 75 countries. The Company's television division utilizes best-in-class network and content management technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. The Company's online division, MediaMind, allows marketers to benefit from optimized management of online advertising campaigns while maximizing data driven advertising. For more information, visit http://www.DGit.com