Introducing Lotame PDX

Sep 12, 2019


BEST PRACTICES SERIES

Lotame, a provider of unstacked data solutions company that helps publishers, marketers, and agencies find new customers, increase engagement, and grow revenue through audience data, announced the launch of Lotame PDX, a new private data marketplace at DMEXCO 2019 in Cologne, Germany.  The Lotame Private Data Exchange (PDX) was created in response to market needs for increased data trust, transparency and quality. 

Lotame PDX is a curated marketplace of high-quality second-party data sellers, as well as valuable niche third-party data providers from around the world. The exchange will directly connect authenticated sellers of high-quality data with selective buyers in a transparent, flexible and trusted environment. Lotame verifies collection practices and the authenticity of data available through Lotame PDX according to IAB data transparency standards. The standard asks data providers to offer “nutrition labels” for their data, informing segment quality, recency, provenance, criteria, and beyond. This ensures advertisers know exactly what they are buying.

Through comprehensive human oversight and auditing, Lotame continuously verifies collection practices and data authenticity per the IAB’s new standards. In doing so, transparency for each seller is passed to Lotame PDX buyers who get clear insight into what they are purchasing and from whom. Meanwhile, for sellers, Lotame PDX offers tools to onboard, organize, monetize and sell data from a secure and centralized platform. Sellers can also control what they sell, at what price and to whom, and how the data may be used.

Lotame PDX makes finding and selling high-quality audiences easier through:

  • Direct Connections - Longstanding trusted relationships need 1:1 communication. Lotame PDX provides direct connections between precisely the right people on the buy- and sell-side. Buyers can learn firsthand about a seller’s audience, negotiate privately on commercial terms or brainstorm custom builds with those closest to the audience data.
  • Flexible Activation - Many sellers simply don’t have the resources, technology or infrastructure to make their audiences easily accessible to buyers. Lotame PDX removes the barriers to entry for sellers interested in monetizing their data. On the buy-side, with a variety of data types, delivery channels and applications, the platform offers advertisers the flexibility to find and activate exactly what they need.
  • Trusted Sources - Lotame has developed longstanding relationships with premium buyers and forged trusted partnerships with second-party and niche third-party data providers around the world, spanning a variety of data types — including raw, modeled, OTT, mobile, location and more. Every data partner is vetted and verified to meet industry standards and regional regulatory guidelines, including GDPR and CCPA privacy-compliance standards. They are regularly monitored to ensure data quality and integrity. Similarly, buyers must comply with sellers’ use of data and the private negotiation details of their deals.

 

Lotame PDX is the result of a year-long process, with Lotame merging its Lotame Syndicate Seller and 2nd Party Data Marketplace, while adding valuable niche third-party data providers and a new suite of tools for buyers and sellers. Lotame recently tapped Aruna Paramasivam, a recognized data expert in the advertising industry, who will oversee Lotame PDX as GM of the company’s Global Data Marketplace.


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