Lotame launches what it calls ‘first TV data management platform’
Following up on its Smart TV Audiences last March, the company can now direct advertisers toward TV programs watched by segments of online users.
In March, data management platform (DMP) Lotame announced Smart TV Audiences, where it partnered with an unnamed smart TV maker to get anonymized, real-time data on what programs those sets were showing.
It connected the data with info about that household’s probable smartphones and computers and their online and offline activity, via IP matching, geo-location, purchase intent data, usage patterns, and other techniques.
Now, the New York City-based firm is taking that TV-plus-online data collection and applying it to advertising on television, creating what it describes as the first TV DMP.