• by Sara Guaglione , October 19, 2018

Tribune Publishing (the former Tronc) has partnered with data-management platform Lotame to advise on its data management and strategy.

Tribune Publishing, which includes Chicago Tribune, The Baltimore Sun and New York Daily News, among other newspapers, is the first publisher client to use Lotame’s new managed service, called Lotame Strategic Services (LSS).

Partnering with Lotame allows Tribune Publishing “to more effectively and efficiently manage and evaluate our data so that we can execute and monetize against it in the best possible ways,” stated Andrew Reale, senior vice president, digital business operations, Tribune Publishing.

“We are always working to get the most out of our audience data,” he added. “Data is the engine powering our ability to deliver more personalized, premium content to readers, as well as reach more niche audiences for our advertisers.”

LSS offers data planning and strategy, technology, analytics and overall execution as a one-stop managed service, according to the company.

Its clients can maximize the value of their own first-party data using Lotame’s services. That's especially important for those lacking in-house resources.

“We saw a huge need for this in the DMP space and responded,” stated Andy Monfried, CEO-founder of Lotame. “Many customers who switched to us from other DMPs complained about not getting the support, service or strategy they needed.”