Lotame Partners with Twitter To Maximize Audience Impact

Participation in Twitter's tailored audiences product lets Lotame customers use audience data to power Twitter ads.

Dec 06, 2013, 17:00 ET from Lotame

NEW YORK, Dec. 6, 2013 /PRNewswire/ -- Lotame, the unifying data management platform (DMP) that helps publishers, marketers and agencies maximize the way they collect, unify, protect, and activate audience data, today announced its participation as one of a select number of partners in Twitter's new tailored audiences product. 

Using Twitter's tailored audiences, Lotame clients can define their own groups of existing and targeted customers (first and third-party data) and connect with them on Twitter.  This provides the ability to extend audiences via Twitter — reaching highly targeted audiences and maximizing campaign performance. 

Early testing of Twitter tailored audiences reveals that advertisers saw an engagement rate lift of as high as 170 percent, while some advertisers reduced their CPA (cost per acquisition) by as much as 74 percent.

"This represents a huge breakthrough," said Andy Monfried, Founder and CEO of Lotame. "Now our clients can export their high-value audiences from their DMP to target individuals on one of the world's most powerful social platforms."

Lotame clients will be able to target audiences on Twitter using segments created in their DMP. These segments are typically very specific, highly valuable, and are built using first-party data.  In addition, Lotame premium publishers and networks can now add Twitter inventory into their proposals. For example, a publisher responding to an RFP can create a custom segment that includes their own premium inventory plus Twitter's tailored audiences.  This will help publishers differentiate their audience-driven ad products, and add significant reach for brand marketers, advertisers and agencies.

To find out more about how Lotame clients can benefit from the new partnership with Twitter, visit http://www.lotame.com/.

About Lotame
Lotame is the DMP for Maximum Audience Impact — helping publishers, marketers and agencies maximize the way they collect, unify, protect, and activate audience data.  Leveraging the industry's most robust audience management engine, they're able to intelligently monetize data, create premium properties, target more efficiently, and drive higher campaign performance and revenue.  We're dedicated to constant innovation, and helping our clients take full advantage of big data.  Together, we're doing things that others haven't thought of yet.  To learn more, visit http://lotame.com/