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?
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.