PubMatic, MediaMath to support Lotame Panorama ID to power cookieless advertising

Lotame announces that PubMatic and MediaMath will support its Lotame Panorama ID, a global, people-based, privacy-compliant, and interoperable identity solution for the cookieless open web.

PubMatic, the sell-side platform that delivers superior outcomes for digital advertising, has made it effortless for publishers to leverage the Lotame Panorama ID. As an official ID provider in the PubMatic Identity Hub and a scaled data provider for their Audience Encore product, Lotame and PubMatic are facilitating the perfect engine for media owners to drive higher value for their inventory through enrichment, resolution, and yield management now and into the cookieless future.

“The future of audience addressability will not be one-size-fits-all, and PubMatic’s ongoing partnership with Lotame is part of our commitment to providing publishers and advertisers with a portfolio of independent, future-proofed addressability solutions,” says Andrew Baron, SVP, Identity and Marketplace at PubMatic, adding, “We want to make the Panorama ID easy to implement and manage to help drive revenue for publishers and ROI for media buyers.”

Lotame has joined the MediaMath identity marketplace, allowing advertisers to effortlessly leverage the Lotame Panorama ID to target first-, second-, and third-party data audiences in all browser environments, driving increased reach of premium precision audiences.

“The race to move past third-party cookies has led to increased innovation and collaboration across players in the digital media ecosystem that believe in the common goal of creating a supply chain that is accountable, addressable, and aligned,” shares Anudit Vikram, Chief Product Officer at MediaMath, adding, “We’ve architected an Identity infrastructure via SOURCE that is designed to be future-proofed in the face of the market, regulatory and technical uncertainty. We welcome Lotame Panorama ID into our Identity marketplace, to provide our clients increased scale, as well as interoperable reach across channels, platforms, and devices.”

Lotame Panorama ID is the only people-based identity solution for the open web. As the delivery mechanism for a depth of privacy-compliant, rich, pseudonymized data, the average Panorama ID carries 200+ behavioral attributes.

“We recently ran a survey of marketers and publishers that found 60% of marketers believe the future relies on multiple interoperable ID solutions,” states Andy Monfried, CEO at Lotame. “As Panorama ID continues to gain momentum in the industry, it will reinforce that a connected future for advertising — the future of the open web — will rely on the collaboration of the entire ecosystem to create growth and value for all.”

PubMatic and MediaMath are the most recent additions to Lotame Panorama ID’s network as it continues to gain support throughout the ecosystem. In January, Lotame announced additional support of the Panorama ID and multiple data partners joined the roster in April.

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