In its raw form, data is difficult to manage, especially
when it concerns a massive trove of information.
Of course, there are analytics tools to help you better
parse and understand any information or data coming in, but they don't
necessarily organize or shape it.
That's where a
DMP, or data management platform, comes into play.
Lotame is
a tool that is first and foremost a DMP provider, but also a data exchange
platform, making it uniquely helpful for turning raw data into conceivable
actions. The company recently partnered
with Bucksense, an
integrated marketing tool that lets businesses reach their audiences across
multiple devices and tracks those campaigns.
The two plan to give
advertisers access to global third-party data and audience
segments on the Bucksense console all around the world, seriously ramping up
what you can do with such data.
Cristian Carnevale, the CEO of Bucksense, believes the
merger "will result in more targeted and better-performing campaigns" for
marketers. Why? Simply because of how it works, the collaborative effort allows
the user workflow through both platforms to be more streamlined and convenient.
Actionable
Insights Plus Audience Segments
Lotame is about more than just collecting, extracting and
parsing data - that data must be useful, in the end.
Once the data has been collected and processed, the DMP
turns it into something more tangible. You can use it to make better decisions,
launch new products, support your customers and audience, deliver updates, make
informed policy changes and much more.
The
list of features the platform can offer include cross-device
support, audience analytics and optimization tools, data exchange, onboarding
for offline data systems, second-party data relationships and exchanges, and TV
or ad-based data tools.
Through all of these services and options, a DMP like
Lotame truly manages and organizes your data. It can ingest from nearly any
source and handle any type of data - including first-, second- or third-party
information. It takes the data in its raw form - even endless lists of
information and numbers - and segments it all so you can use it to target
specific audiences. It also makes it possible to share that data and sets of
information with other platforms such as DSPs, SSPs and even ad exchanges.
Lotame's partnership with Bucksense will not only allow
Bucksense to have access to highly reliable data sets and tailored audience
segments, but it will also allow Lotame's users to precisely specify their
campaigns and put their data to even better use.
Thanks to the collaboration, advertisers and marketers
can target global and third-party data through Lotame, without leaving the
Bucksense console. This allows for the creation of more native, targeted and
efficient campaigns, not to mention on a much broader scale internationally.
More importantly, it's all confined to a single location - through Bucksense's
cutting-edge DSP. Think of it as a merger between two equally great yet useful
minds. Now combined, they offer you much more powerful, targeted and beneficial
opportunities.
As you'd expect, the heads of both companies are just as
excited for the merger, especially at the prospect of working side by side as a
single team.
"We're extremely excited to partner with Bucksense," Ryan
Rolf, vice president of data sales at Lotame, told MarTech Advisor. "The
sophistication of the Bucksense platform makes it an ideal fit for our rich
taxonomy of audiences, allowing marketers to fine-tune their media campaigns
and better understand and reach their target audience at scale. It's a perfect
fit as we bring our recent work on data quality and audience creation to their
brand and performance clientele."
As more companies seek to find
ways to turn big data into actionable data, partnerships like
this are likely to become more common.
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About the Author
Kayla Matthews is a tech-loving blogger who writes and edits ProductivityBytes.com. Follow her on Twitter to read all of her latest posts!