Lotame Adds Cross-Device Capabilities to Data Management Platform

Oct 16, 2014

Lotame, an independent data management platform (DMP), has announced the launch of Lotame Cross-Device, a device graph technology that connects digital devices together, opening up a broad range of new targeting and monetization options for advertisers and publishers. The new solution is based on technology originally developed by AdMobius, the company Lotame acquired in early 2014.

Lotame Cross-Device uses a combination of deterministic and probabilistic algorithms to create links between desktops, smartphones, and tablets. By linking different digital devices together, the technology enables the creation of rich, cross-screen audience segments and addresses the challenge of device fragmentation for both advertisers and publishers. Lotame Cross-Device has been integrated within the company's existing DMP, which helps differentiate the technology from competitive products.