As third-party cookies disappear, Eyeota's integration with Lotame Panorama ID aligns with commitment to deliver ID agnostic, addressable and privacy-safe audience solutions at scale for brands and advertisers globally.
Eyeota will support Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable identity solution for a cookieless web.
Magnite and Sovrn will integrate the Lotame Panorama ID to help increase publisher inventory value and enable advertisers to target first- and third-party audience data on 'cookieless' inventory. With access to previously invisible audiences across browsers, publishers using these SSPs can get a head start on cookieless identity solutions, and will be protected once third-party cookies completely exit the ecosystem.
“Publishers depend on being able to offer targeted audiences to brands to flourish in an environment where privacy regulations and the phase-out of third-party cookies are changing the rules,” said Brian Bouquet, VP of Product Management at Sovrn. “We are excited to implement the Lotame Panorama ID to ensure brands and publishers have access to a global, privacy-compliant and interoperable identifier to power their advertising without the need for cookies."
Global audience technology platform Eyeota will also adopt the Panorama ID in order to enhance the ability to process and deliver audience data for targeting in existing cookieless environments like Safari and Firefox, and to prepare its audience solutions for when third-party cookies are ultimately phased out.
“Our integration with Lotame Panorama ID aligns with our commitment to remain ID agnostic as we continue to deliver addressable and privacy-safe audience solutions at scale for brands and advertisers globally,” said Howard Luks, Managing Director, Americas and SVP Global Platforms at Eyeota. “We look forward to collaborating with Lotame and the industry as we collectively develop viable and consumer-friendly solutions to identity resolution.”
Publisher Advance Local has already enabled the Lotame Panorama UserID Module with Prebid. By deploying Lotame’s Prebid UserID Module, the Panorama ID will be sent to SSPs and DSPs working with Advance Local within the header bidding workflow. With Panorama ID, Advance is now fully Panorama enabled. Testing done earlier in 2020 validated that Lotame Panorama unlocks new opportunities to reach addressable audiences on third-party cookie blocked inventory like Safari and Firefox, and increases scale and reach by graphing an audience across devices and browsers.
“Nearly 10 years ago, we forged a partnership with Lotame to power our audience-targeting strategy, and given the shifting trends affecting our industry now, we are excited to extend that relationship to include Panorama ID,” said David Rowley, Senior Director Customer Success – Ad Platform Strategies at Advance Local. “With third-party targeting challenges and mounting privacy regulations, our minds are eased knowing that we have a solution in place that will help make our audience strategies more future-proof.”
Lotame Panorama ID is the only enriched global identity solution. As a delivery mechanism for an extraordinary quantity of privacy-compliant, rich, pseudonymized data, individual Panorama IDs carry an average of 200+ behavioral attributes.
“As we approach the sunset of third-party cookies, publishers and brands are in urgent need of privacy-friendly tools to understand and engage audiences at scale,” said Andy Monfried, CEO at Lotame. “Support of the Panorama ID by Sovrn, Magnite, Eyeota, and Advance Local enforces our belief that the future of advertising relies on the collaboration of the entire ecosystem working together to solve challenges for all.”
