• by Ray Schultz , December 10, 2021

Lotame customers have a new customer identification tool at their disposal. 

Those who use Lotame's Panorama ID will be able to access RampID, LiveRamp’s people-based identifier, thanks to expansion of an existing partnership between the firms. 

Users of the interoperable systems will benefit from audience-based activation and measurement across channels, Lotame says.  This will enable them to reach individuals and measure outcomes, states Pierre Diennet, vice president of global partnerships at Lotame. 

The firm notes in a blog post that the ad-tech ecosystem has become increasingly fragmented, given privacy regulations, the pending phaseout of third-party cookies, Apple’s ATT, and soon, the loss of IP addresses and other device-based identifiers.

For its part, LiveRamp hopes to make it “safe and easy to use data without compromise,” says Anne Acker, vice president of sales, platforms, and data at LiveRamp.