1. What does Lotame do?

We offer a Data Management Platform (DMP) that helps publishers and marketers derive value from their first-party data assets and gain additional insights from third-party data without compromising on quality, security and user privacy. We are a seasoned group of professionals that have developed one of the best, if not the best, pieces of technology to navigate the challenges of the very complicated, fast moving data ecosystem and we are making a change to our business that in no way alters our strategic mission to be a true partner and develop technology that drives results that our clients desire and deserve.

2. Your Web site says exciting developments are taking place at Lotame. What exactly are those developments?

We, as a business, have made the important strategic decision to sunset our advertising network, the Lotame Media Group (LMG), to exclusively focus all our resources and attention on our industry leading data management platform, Crowd Control.

3. So Lotame is not running an advertising network anymore?  What does that mean?

The advertising network was tremendously effective for road testing Crowd Control. It enabled us to “tinker in our own laboratory” for five years until we distilled a formula that consistently drove results for our clients. Now that the formula has been perfected – meaning that we developed the best technology and the best UI – we can move our focus from product development to product deployment. Not running a network means increased focus and resources to deploy our DMP broadly.

4. How does this decision change your company?

For all intents and purposes, it doesn’t. Crowd Control, which has always been the cornerstone of our business, is still the best technology in the market and still drives the best results for marketers and publishers. It’s just that Crowd Control is no longer supporting our own network, rather, it’s working on behalf of leading brands and publishers.

5. What drove the decision?

The plan from the get-go was for Crowd Control to be the keystone of Lotame’s business. We are fortunate that our technology is fully baked at a time when the demand for DMPs is at its highest. What that means is we are not playing catch up, to the contrary, we have technology that is fully evolved.

6. Okay I’ve got it, the Media Group is sunsetting. So now what?

We are putting the full thrust of our team and technology, as well as our experience and intelligence, against making Crowd Control the DMP by which all others are judged. We will remain at the bleeding edge of innovation and continue to revolutionize how data is used for every player in the value chain.

7. That all sounds great, but how does this impact my professional life?

In a very positive way. Data has become the lynchpin of all digital campaigns. It provides the most accurate snapshot of what audiences look like and the habits they exhibit. We’ve invested heavily over the last half decade in collecting and accessing the best data and developing the best platform, which when paired together deliver the best results for publishers and marketers.

8. How can Publishers benefit from Crowd Control?

In a number of very useful ways.  First, they can derive insights from their valuable first-party and third-party data to better understand the composition of their audiences by demographics, behavior, actions, etc.  They can also showcase the value and reach of their audiences beyond endemic behaviors to get better ROI on data assets.

9. How can marketers benefit from Crowd Control?

We remain focused on solving marketer needs.  Marketers can use our DMP for audience development, audience extension, advanced analytics and insights.

10. Okay, I’ve got the corporate vision. Now tell me about the nuts and bolts.

Lotame is no longer accepting RFPs for the advertising network. However, we will honor all existing contracts through full term. Moving forward, should clients of our platform require media as a service, it will be offered via the platform.

11. How does audience extension work?

For Crowd Control customers who need assistance with audience extension, we can connect them into other media sources (via exchange and DSP partnerships and integrations) which enable them to reach the audiences they create with Crowd Control through these additional media sources.

12. What distinguishes your DMP from the others?

Three things: time, technology and team.

• Time. We have run more campaigns and seen more dollars go through our technology than most if not all of the other DMPs.
• Technology. We have invested heavily in building the best-in-breed technology to tackle even the most complex of today’s marketing challenges.
• Team. We’ve assembled a seasoned team of technologists, marketers, analysts and traders from the most well known companies in their respective industries including AOL, Time Inc., Bain and Company, Advertising.com, OMD and IBM.

13. What does this mean for existing Crowd Control customers?

All customers and prospects will benefit from this decision because we’ve redoubled our effort, commitment and focus on the continued evolution of our DMP. We will remain at the bleeding edge of innovation and continue to revolutionize how data is used for every player in the value chain.

14. Can publishers sell their data using Crowd Control?

By default, Crowd Control does not expose publisher first-party data to anyone outside their company. If they opt-in to use Crowd Control to sell data, we will be offering data monetization as a service to our DMP clients.  When we sell data, we will be monetizing it on behalf of those clients.