• by Tobi Elkin , Staff Writer @tobielkin, May 11, 2016

There’s a lot of chatter about cross-device and cross-screen measurement. Lots of parties are working on it. Now Lotame, a cross-device data management platform, on Wednesday announced a partnership with Infogroup Media Solutions, a company that compiles local business and consumer information. 

So what does this mean?

Through Lotame’s Audience Xchange, marketers and advertisers can share, monetize and leverage vertical-specific audiences across all channels.

How does it work?

• Infogroup Media Solutions collects and unifies data covering 25 + million North American businesses and 80 + million business professionals. 
• Infogroup demographic, intent, lifestyle, behavioral, political, donor and transactional data on 250 million individuals will come from online and offline publishers, brands, cooperative (second-party) databases and other third-party sources. 
• Lotame says the new partnership gives brands, agencies and publishers access to more than 700 B2B and B2C donor, and political vertical-specific audiences.

For example, brands seeking specific audiences based on political affiliations can now go beyond voter registration data into political donations and sync with Infogroup data. Donations made by a consumer to an environmental cause can suggest to a marketer that a consumer is likely to lean toward liberal political views. This same sort of targeting extends across categories and can help all B2C marketers successfully reach their audiences.