Another day, another identifier.
Lotame sees the adoption of its Panorama identifier, the response of the ad-tech company to the depreciation of third-party cookies. Publisher Advance Local supports ID, while Magnite and Sovrn are among the first offer-side platforms to transmit Lotame ID.
Lotame is among a handful of salespeople pushing an identity product in what is becoming an increasingly competitive market. The Trade Desk encourages wide adoption of Unified ID 2.0, its open source product, while other vendors like ID5 also signs publishers for their identifiers.
David Rowley, senior director of customer success at Advance Local for advertising platform strategies, said the company is “doubling” the development of multiple identity partnerships. So while Lotame’s Panorama ID will be a key part of the publisher’s programmatic and direct selling activities, Advance Local will always integrate other identity solutions in order to attract marketers.
“We think we need to build several partnerships from an identity perspective to help the ecosystem almost create itself,” Rowley said. “To get shoppers to buy for ID, they need to see enough scale from us on the publishing side, so we feel like we’re doing our part to create that market, to create as many partnerships as possible. ”
Publishers are testing new credentials to prepare for the demise of third-party cookies – the foundational web trackers of online advertising – which Google will remove from its Chrome browser in early 2022.
Lotame is offering its Panorama ID for free, taking a “rising tide lifts all boats” approach to finding alternatives to the third-party cookie, said Pierre-Marc Diennet, vice president of product management.
Nonetheless, higher adoption of Panorama ID means higher revenue, as audience data enrichment will occur in the Lotame platform.
“We can enrich a profile for an Advance [Local] about things they might not know about a consumer, and when that transaction… happens, we are able to build a profile. This is how we will be renamed, ”said Andy Monfried, founder and CEO of Lotame.
Monfried added that Lotame is open to the integration of its Panorama identifier “with all identity players”.
Panorama ID focuses on provide identity to anonymous web traffic. Instead of relying on the email addresses of logged in users as the backbone of product ID, Monfried said Panorama ID brings together disparate information to create audience profiles for marketers and publishers.
“We think we are playing a very unique way of the anonymous web. We are piecing together the hard part of this problem, ”Monfried said.
Most online traffic on the open web (outside of Facebook, Google, and Amazon) is anonymous. Only around 5% of Advance Local traffic comes from logged in visitors.
“Like many publishers, we strive to obtain [much] authentication as possible, ”Rowley said.
Advance Local claims it is the ninth-largest news organization nationwide, gaining around 52 million unique visitors per month. Its properties include NJ.com, AL.com and Cleveland.com.