Lotame on how its Panorama suite can give marketers an edge in a cookie-challenged world

Panorama is a suite of data enrichment tools for marketers, publishers and media companies that doesn’t require cookies, helping to drive audience insights and scale activation. Utilising both first-, second- and third-party data, Panorama wants to establish itself as the tool of choice for marketers looking to successfully navigate the cookie-challenged web, mobile, and OTT.

“First-party data is a valuable asset, but unfortunately it doesn’t provide the scale marketers need,” says Jason Downie, chief revenue officer at Lotame. “Bridging together customers’ online and offline lives has been a persistent industry dilemma that was made even more complicated with recent browser changes. However, to solve this, we developed Panorama, which enables a fuller view of activity that is actionable across a connected ecosystem, even in cookie-challenged or first-party-cookie-only environments.”

The launch includes the Panorama Insights product, which connects users’ first-, second- and third-party data across the web and devices, drawing from more than 250 online and offline data providers to build a fuller picture of their behaviour and characteristics. In turn, this will result in better storytelling and segmentation. Panorama Insights offers three flavors: Self-Serve, Custom (allowing marketers to tailor dashboards to their exact requirements) and Data Stream (firehose of raw data).

There’s also Panorama Buyer, a product that ensures media buyers don’t miss out on addressable customers due to cookie blocking on browsers such as Safari, Firefox and soon Google Chrome, and can reach their customers on mobile and OTT. This data-enrichment solution again connects attributes and behaviours across first-, second- and third-party data sets, allowing you to buy ready-made audiences from over 50 DSPs and data exchanges including Google DV360, The Trade Desk and MediaMath. It has 5,000 ready-to-target pre-packed segments as well as 167 pre-packaged TV audiences, which are categorised by things such as program, network, show, genre, viewer type and type of commercials.

To drive these services forward, Lotame has also announced the appointment of Ruby Brenden, who previously held product development roles at the likes of Havas Media Group, Comscore, and AppNexus, as its new head of data products. Brenden, whose responsibilities will include developing Panorama Insights into the market-leading solution for data-driven storytelling and audience creation, says she’s confident about the future.

“I have spent the last decade helping innovative marketing companies launch products,” said Brenden. “I am excited to launch Panorama, a solution that is exactly what the industry needs as third-party cookies start fading out. Insights will give marketers and agencies a single, trusted place to uncover relevant data stories and build smarter, addressable audiences, which means better advertising for consumers.”

Adam Solomon, chief growth officer at Lotame, said of the appointment and Panorama’s future: “Ruby has a broad view of our industry, gained through her experience leading product development initiatives. Her creative approach to product development and passion for reaching the right audiences from an advertising standpoint will make her a valuable asset to the team.

“Our goal is to build a connected ecosystem that fosters healthy, lasting relationships between marketers, publishers, and consumers. Lotame Panorama makes every moment an opportunity to build meaningful connections by helping media buyers learn more about their customers while simultaneously assisting media sellers to monetise more inventory for direct or programmatic advertising. We want to make the advertising industry better for everybody involved.”

But what about the clients? And do they really believe Panorama can make a difference to their business?

“As cookie blocking becomes more prevalent, data enrichment solutions like Panorama will become even more important for global brands like P&G to understand customers and engage with them in meaningful and respectful ways everywhere they are,” says Tim Hung, Marketing Director and Lead of Media, P&G Hong Kong & Taiwan. “Improving the lives of consumers around the world isn't just our mission, but our daily practice. This requires getting to know those customers through the use of high-quality second- and third-party data vetted and verified by Lotame.”

Meanwhile, on the ad agency side, Feliks Malts, VP of decision sciences at 3Q Digital, praised Panorama for its “panoramic view of customers.” He concluded: “I've been saying for years that the advertisers with the best data have a huge advantage, and as we look to a future without cookies, that advantage could be the difference between leading a market and going out of business.

“We partner with Lotame to get high-quality attribute and behaviour data to help our clients deliver effective, data-driven experiences to the right personas. Their panoramic view of the customer is a huge success driver for our clients, and could be for yours too.”