Firms to Link Page-Level and Behavioral Data

In the US, social media tracking and targeting firm Lotame and semantic ad technology specialist Peer39 have partnered to offer publishers a combination of page-level and behavioral audience data.

Publishers will be able to build audiences for cross-platform ad campaigns based on interests and actions collected by Lotame's Crowd Control tool; then combine the results with data from Peer39, which analyzes the content and structure of a web page.

Lotame CEO Andy Monfried said that through the partnership, advertisers will not only be able to identify which audiences they are reaching, but will also be able to control their audiences and the page-level environment around the ad, to ensure the best possible audience and placement.

Alex White, General Manager of Data & Trading at Peer39 parent firm DG, adds: 'Rather than having two separate relationships, one for page-level analysis and targeting and another for audience behavior, publishers now have the ability to target based on the content of the page and the audience with one simple Crowd Control integration.'

Web sites: www.lotame.com and www.peer39.com .