me launches the first-party data accelerator //
Lotame, a data and identity solutions company, has launched Spherical as a first-party accelerator. Spherical will enable activation of first-party information across “madtech”, enabling interoperability and data portability between brand and media tech stacks.
This announcement was made at the IAB’s Annual Leadership Meeting in Florida.
Why do we care? In a post-cookie world, it will be more important to extract every bit of value from first-party data. First-party data is stored in many places, including CDPs. The challenge is accessing and activating it. CMO Council research reveals that many CMOs are struggling to use the data they have.
Andy Monfried, Lotame CEO and founder of Lotame, explained the problem Spherical was designed to solve. “Everyone wants first party data, but not all have it.” Many who have it don’t know how to make use of it. A host of micro and macro issues are interfering with data connectivity and addressability.
A potential downside? A potential downside?
Participating CDPs. Lotame also announced a list of CDPs that have been integrated with Spherical since the launch: BlueConic and mParticle. Rudderstack, Salesforce. Simon Data, Tealium, Treasure Data.
Lotame anticipates that this list will continue to grow.
Dig deeper: Enterprise Customer Data Platforms: A Marketer’s Guide
What is “madtech?” It is a term that refers to the convergence of advertising and marketing technologies.
David M. Raab first coined the term MadTech (or MAdTech), in 2015. It stands for the splicing of marketing, technology, and advertising. This term is more accurate to describe the current state in marketing and advertising technology. They are irreversibly intertwined, bound by data.
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