Lotame Adds Insights and Data Segments to aiTV

Cross-screen data management platform (DMP) Lotame has added new tools to its aiTV suite of products, to help marketers understand who their audience is beyond estimated age and gender, and how certain TV ads affect purchasing.

Lotame's DMP services include the identification of most valuable customers and the targeting of prospects with similar profiles. Its aiTV (Audience Intelligence for Television and Video) suite enables marketers to plan and measure ad campaigns using behavioral digital and viewership data.

New tools include: aiTV: Attribution & Insights and aiTV: SmartTV Data Segments, which become part of the existing aiTV: Platform. The former gives new insights into the effects media buys have on a brand's foot traffic, online, and off-line sales and web site visits. The latter taps into the billions of data points available in Lotame Data Exchange (LDX), combined with viewership data collected from more than eight million Smart TVs across the US. The latter's custom data segments can be built to represent viewers of a specific series or a specific television viewing habit.

Doug Pollack (pictured), GM of aiTV, comments: 'Lotame's proven onboarding, mapping, and managing of audience and viewership data uniquely positions us to bridge the gap between digital and traditional TV advertising. With aiTV, marketers and broadcasters now have the right tools to bring true audience intelligence to TV advertising, and to reach specific TV viewers digitally'.

Web site: www.lotame.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.