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Lotame unveils its new cookie-less tech for ad targeting

Data management company Lotame is announcing a new acces for publishers and marketers to move name that it announces Panorama ID.

For times, online advertisers have relied on cookies to track and target audiences, but they need new approaches as the major browsers phase out support for third-party cookies.( This alteration isn’t limited to cookies. For speciman, Apple is forcing developers to allow users to opt out of ad tracking next year .)

To adapt to an internet without cookies, a Lotame spokesperson told me that the Panorama ID is built on top of the company’s Cartographer technology, which promotions publishers coalesce their first-party data.

This approach blends different elements of user identity — such as device identifiers, client IDs and hashed email addresses — with allied demeanors. The corporation says that on average, a single pseudonymous ID will include 119 network and 89 portable attributes.

Lotame says that the Panorama ID will be able to unite user behavior across machines, enabling advertisers to target audiences through header entreat. They’ll too be able to effectively employ strategies like covering the frequency with which a person identifies their ad. And it will be available to anyone who wants to use it , not only Lotame customers.

” Consumers are changing all the time, even more so in the last 8 months ,” said Lotame CEO Andy Monfried in a statement.” Marketer and publisher relations have to evolve with one another and with customers to reflect these profound changes. Panorama ID provides that brand-new common speech or connection to form related pushing possible and impactful for marketers, publishers, and buyers .”

At the same time, the company says the Panorama ID is privacy friendly and compliant with a variety of regulations including GDPR and CCPA. Users will be able to to opt out of from Panorama ID tracking across their devices.

In a post-cookie world, RTB is key to effective digital sell

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