May 16, 2017 - Lotame today announced a partnership with technology-driven advertising research and market research company, Survata, to create Segment Validation. This introduces a first-to-market solution that empowers brands, agencies and data sellers with a universal “ratings currency” across the digital advertising ecosystem. It also offers clients a seamless way to conduct custom research and activate against exact audiences.
“Appending behavioral and attitudinal data, in real-time, to self-reported data for instant insights into consumers’ engagements with a brand is the future of market research,” said Jennifer Hirt-Marchand, Partner of Research at midwest advertising agency Marcus Thomas. “Technological advancements are causing changes in consumer behavior, which is radically changing the way we collect and mine for audience insights. You used to have to choose between quality, speed and cost. With this partnership, we can conduct research faster with a common metric that brands understand to help them be more agile, more efficient — smarter. ”
“Our exclusive partnership on Segment Validation with Lotame is exciting for many reasons,” said Chris Kelly, Survata CEO. “This integration creates an industry standard for validating segments, so advertisers truly reach the audience they want to reach. Beyond that, brands, agencies and media companies can now easily access Survata’s other applications, such as ad effectiveness, via Lotame. We’re thrilled to enable marketers to save time and expand their capabilities with Lotame’s help.”
“Lotame is dedicated to empowering our clients to effectively complete as much of their advertising execution as possible within our single platform,” said Laura Lewellyn [pictured], Senior Director of Market Innovation at Lotame. “By partnering with Survata to launch a new ratings currency, we’re leading the charge for substantiated research segments. Clients can easily add more first-party research data to their data library and put it to action for their marketing plans, in essence extending DMP functionality to become a research and planning tool.” More...