Also the leader of Lotame’s previous $13 million round of investment, Emergence was joined by existing investors Hillcrest, Battery Ventures and Pinnacle Ventures. In addition, Lotame secured a line of growth capital funding from Pinnacle. Lotame has received $34 million in funding.
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The combination of the cookie in the browser and tag on the Web page allows Lotame to assign variables around sentiment based on what’s being written or posted. Lotame examines what’s expressed by individuals and groups through a technology known as Crowd Control.
“XA.net strives to provide advertisers and agencies the widest variety of robust, audience-targeting data available,” said Rob Leathern, Founder and Chief Executive Officer of XA.net. “Having the opportunity to add Lotame’s high-quality audience data into our platform represents a huge win for any client using our platform to optimize online media buys, campaigns, and creative.”
With the introduction of its preference manager, Lotame continues to take steps to establish and adopt responsible privacy practices. Lotame retains the non-personal information it collects for up to nine months, and was one of the earliest companies in its industry to adopt a fixed, unqualified retention policy. For those consumers who do opt-out, Lotame also promotes (on its opt-out confirmation page) an aggregated set of third party tools for extending and maintaining their opt-outs.
Andy Monfried, CEO Lotame said, « Real-time actionable data and marketing intelligence from KN Dimestore lets us know more about our audiences and how they react to messaging, so we can take advantage of emerging opportunities and adjust creative or targeting elements as needed. »
Companies are looking to build their own, large cookie pools. In some cases, these are companies with no real technology or mathematical expertise. The natural assumption is that by having large data sets, it would allow for informative ad decision making and that assumption is absolutely warranted. But again, we are only in the infancy stage when it comes to data intelligence and information decision making so it is important to understand all layers involved while pursuing the “data” path.
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