• by Wayne Friedman , December 1, 2016

Lotame, a data management platform (DMP), is expanding to TV, with what it says is the first-to-market TV DMP.

Lotame has been testing its new DMP with Pearl TV, a organization developing digital media and wireless platforms for the local TV station groups. Pearl TV represents more than 200 local broadcast TV stations.

The Lotame TV DMP will connect first-party consumer behavioral data with TV homes.

Lotame says it has relationships with TV manufacturers to analyze anonymous viewership data across all 210 Designated Market Areas (DMAs) from almost 15 million connected televisions.

The company says its proprietary cross-device technology -- which looks at all consumers' digital and linear TV devices -- enables audience-targeting data to be applied “without the need for expensive, time-consuming third-party matching.”

Media analysts have said the first-party retail data is key for the growth of local programmatic TV advertising efforts by TV stations, and with regard to digital media competition.

Pearl TV is comprised of Cox Media Group, E.W. Scripps, Graham Media Group, Hearst Television, Media General, Meredith Local Media Group, Schurz Communications, Raycom Media, and Tegna.