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BizReport : Advertising archives : October 15, 2015

Ad Roundup: 3 new partnerships

In today's advertising roundup: three partnerships that will increase brands' access to data, and thereby increase customer engagement.

by Kristina Knight

First, Lotame has partnered with Local Media Consortium; the partnership will offer LMC partners to access and use Lotame data to better engage customers.

"The size, scope, and power of Lotame's DMP will greatly benefit the member publications of the LMC," said Kevin Kohn, Chief Revenue Officer of Lotame. "Not only will Lotame's DMP put their data to better use, but we will also boost revenue through a variety of audience targeted ad products."

And, PulsePoint has launched an RTB marketplace specifically geared to mobile brands. The new platform give mobile brands the ability to target users across devices with relevant, timely inventory and without using cookies.

"We have deep roots in contextual targeting - and the ability to reach users beyond the cookie," said Sloan Gaon, CEO of PulsePoint. "Now, we're able to leverage our advanced targeting technology to enable brands to programmatically reach mobile audiences, while providing top tier publishers with new monetization opportunities that ensure they can command equal or higher CPMs than current desktop rates. We believe top publishers can expect CPMs of $5 or more, for example, for their premium mobile inventory."

Meanwhile Datonics has allied itself with Adobe for its Adobe Audience Manager solution. Through the alliance brands using Datonics will be able to use that data with the Adobe solution to better target their audience members.

"As advertising becomes more automated, marketers and publishers alike are looking to data to drive their advertising and monetization initiatives," said Rich Phillips, sr. manager business development, Adobe. "Without accurate data, success is out of reach. We're glad to be integrating Datonics' data within Adobe Audience Manager to enhance data customers can use to increase efficiency."

Tags: advertising, advertising tools, advertising trends, Datonics, Lotame, mobile marketing, PulsePoint

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