The power of the walled gardens will only be increase as third party cookies are removed from the digital ecosystem, according to Lotame CEO Andy Monfried.
“The cookie cartel is enjoying record revenue because we have an identity crisis in digital advertising. Browser companies like Apple and Google are killing off cookies, making it harder for brands and publishers to know who their audience is outside of Apple, Google, Facebook, and Amazon.”
Monfried said, “This is being done in the name of privacy but has just consolidated power among the Four Horsemen of technology – all at the expense of the open web.”
And he warned that if the rest of the market doesn’t adopt an identity alternative, it could lose $40 billion in ad spend to the walled gardens.
“To do something about it, today, my company, Lotame, has officially launched its own, free-to-use cookieless identity alternative, available globally. We want to give the marketplace equal opportunity to compete outside the bounds of Apple, Google, Facebook, and Amazon. The industry will simply not allow them to have a total lock on identity.”
Lotame describes its solution as the first global, people-based identity solution for a cookieless open web. It calls the solution Lotame Panorama ID.
Powered by its proprietary graphing technology, the company says its identity solution connects all types of device identifiers, associated individual behaviors, and privacy choices into a single view, without dependence on cookies.
Finding a solution to identity is pivotal for the survival of the digital ecosystem, outside the bounds of Google, Facebook and Amazon, the company claims. The IAB’s Socioeconomic Impact of Internet Tracking February 2020 report found that if digital tracking ended without a replacement, “there would be a shift of between $32 billion and $39 billion of advertising from the open web to the walled gardens by 2025.”
Panorama ID is freely accessible to all digital advertising players and interoperable across the ecosystem via API, prebid and inbound/outbound server-to-server, according to the company.
“Third-party targeting challenges and mounting privacy regulations have created an identity crisis in digital,” said Andy Monfried, CEO of Lotame. “Without privacy-friendly and people-based tools, brands and publishers can’t communicate and transact effectively in a cookieless world. If they can’t get identity right, they can’t understand or engage audiences at scale, affecting everything from customer loyalty to sales and revenue to the viability of business tomorrow.”
He said Panorama ID, gives the marketplace equal opportunity to compete, improve consumer relationships, and deliver outstanding, diverse, ad-supported content across the open web and connected devices.”
Created for the open web, Lotame claims its Panorama ID is the only global identity solution built from multiple inputs, including deterministic data like customer IDs and emails, and publicly available web data. Furthermore, it says it is the first and only omnichannel and freely accessible identity solution that does not depend on third-party cookies to target consumers globally.
Among the benefits Lotame claims;
- Privacy protection: The solution incorporates a universal opt-out — consumers will opt out once and that choice is reflected in real-time, persisting across every digital touchpoint, device and instance of identity.
- Improved ad targeting accuracy and scale: By matching attributes across devices and domains to an individual, and with an open ecosystem approach of more than 90 platform partners, plus data from 180 providers in 58 countries the solution can accurately triangulate the right consumer for the right message.
- Better measurement: As a people-based metric, Panorama ID enables publishers and marketers to effectively target, measure, and deliver campaign reporting based on unique people rather than the unstable cookie ID or the threatened mobile ad ID.
- Frequency cap by an individual: In some instances, a single ad can reach a user 40 times in a month, creating over-exposure that pushes the boundaries of acceptability for consumers. Advertisers and publishers can control how many times an individual — not a device — sees an ad across every digital touchpoint, device, and instance of their experience.
- Collaboration: Lotame Panorama ID provides a common language for the ecosystem and an interoperable bridge for everything from ad targeting and delivery to analytics, optimization, and attribution.
- Increase revenue beyond contextual targeting: Publishers can use the solution to access previously invisible audiences across browsers and see their rich multidimensional attributes and behaviors even on the first impression.
Lotame Panorama ID adheres to the principles set forth by the Partnership for Responsible Addressable Media, of which Lotame is a member alongside P&G, Unilever, Ford, GM, IBM, NBCUniversal, IPG, Publicis, and digital advertising leaders.