Lotame and Survata Create 'Universal Currency'

In New York, data management platform (DMP) Lotame has partnered with ad research specialist Survata to create a solution called Segment Validation, offering what it calls a 'universal ratings currency' for the digital advertising sector.

Through the deal, Lotame will supply more than eight billion data points to Survata, which will then conduct custom research with the individuals an advertiser wants to target. This server-to-server integration also enables tracking and measurement of survey responses, which can then be combined with other first-, second- and third-party data segments via the Lotame DMP. Users will be able to conduct segment validation and audience profiling, create custom segments and integrate behavioral data for survey respondents.

According to the firms, while most ad effectiveness campaigns must be set up prior to the launch, this partnership will enable users to measure ad effectiveness at any time during a campaign. Laura Lewellyn (pictured), Lotame's Senior Director of Market Innovation, explains: 'By partnering with Survata to launch a new ratings currency, we're leading the charge for substantiated research segments. Clients can easily add more first-party research data to their data library and put it to action for their marketing plans, in essence extending DMP functionality to become a research and planning tool'.

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