• by Tyler Loechner  @mp_tyler, November 8, 2013

ShermansTravel Media has selected Lotame as their data management platform (DMP). The partnership comes at a time when travel marketers are increasingly adopting Big Data and programmatic targeting. ShermansTravel will use the platform to manage its own new audience targeting offering, dubbed ShermansTravel DNA.

ShermansTravel DNA will use first-party data managed with Lotame's DMP to create travel audiences they want to target. ShermansTravel will then reach those audiences via programmatic buying on online ad exchanges.

“Targeting the most qualified niche audiences is precisely what travel advertisers look for,” stated David Steward, CEO and president of ShermansTravel Media.

Lotame is the first DMP ShermansTravel has partnered with.