NEW YORK, NY--(Marketwired - June 20, 2013) - [x+1], a leading provider of digital marketing and data management software, and Lotame Solutions, Inc., the global leader in unifying data management, today announced a technology partnership for data sharing and media buying. The integration will connect marketers on the [x+1] Origin platform with publishers on Lotame's Crowd Syndicate™ to give clients a permission-based system with the ability to share first-party data in a safe and secure way. The data sharing enabled by this integration will connect a selection of the largest online advertisers and publishers for effective media buying at scale.
Marketers rely on [x+1] to give them programmatic control over the broadest range of paid and owned media channels. Lotame's growing base of premier publishers provides a rich environment for brands seeking engaged, in-market audiences and enhances [x+1]'s technology partner ecosystem. Through Lotame's Crowd Syndicate, audience segments designed using [x+1] Origin can now be accessed in Lotame's data management platform (DMP), Crowd Control®.
"The ability for our customers to target their marketing audiences easily across Lotame's premium publisher pool is a major benefit," said David Skinner, Senior Vice President of Business and Corporate Development at [x+1]. "The fact that this partnership is two-way, allowing Lotame's publishers to make their inventory available to our clients, benefits the entire programmatic ecosystem."
"The ability to share first-party audience segments addresses the needs from marketers and publishers for highly secure audience targeting," said Kevin Kohn, Chief Revenue Officer of Lotame. "Our integration with [x+1] will open up a wealth of opportunities between marketers and publishers, giving them the ability to syndicate their audience in a controlled environment."
One of the top five US banks is currently benefiting from the [x + 1] and Lotame partnership. To illustrate the integration process, when a marketer wants to reach users at a specific point in the funnel with a highly targeted offer, they use [x+1] Origin to design a precise audience segment that meets all their key criteria. Then, from within [x+1], they will select the inventory source they want to use from a list of Lotame publishers. That audience segment is then sent to Crowd Syndicate, so the marketer can buy media against that audience in Lotame's network of publishers.
The combination of [x+1] Origin and Lotame Crowd Control gives advertisers the ability to create highly targeted audience segments and deploy them across a deep, diverse and high-quality inventory pool.
[x+1] enables Fortune 500 companies to programmatically manage customer and prospect interactions across all their paid and owned digital channels. The [x+1] Origin Data Management Platform (DMP), powered by the Predictive Optimization Engine (POE™), enables marketers to harness data to target, optimize and synchronize their offers, content and messages through websites, display, email, mobile, SMS, apps, call center chat and beyond -- all in real time. Top companies in financial service, insurance, gaming, automotive, retail, telecommunication, online services and travel have significantly improved the performance of their digital marketing campaigns by working with [x+1]. The company is headquartered in New York City with offices in Connecticut and Illinois.
Lotame is the global leader in unifying data management, empowering innovative publishers, ad networks and brands to unlock the full value of their audience data. Clients leverage Lotame's Unifying DMP, Crowd Control® to collect unstructured audience data from disparate sources anywhere, and organize it into one user friendly interface to convert that audience data into action, insights and intelligence everywhere. With Lotame, publishers, networks and brands can make informed decisions, build unique products and drive positive business outcomes from their data assets. For more information, visit www.lotame.com.