Lotame Connects Digital Audience Data to Broadcast TV - TvTechnology

Lotame Connects Digital Audience Data to Broadcast TV

Follows successful testing by Pearl TV broadcast stations
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NEW YORK—Local broadcast television hopes to be able to reap some of the rewards of digital audience data with Lotame’s release of TV DMP. Following a prototype test with Pearl TV-owned stations, TV DMP connects first-party data to televisions to help with behaviorally targeted ads on TV.

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Lotame’s TV DMP leverages online behavioral data for local stations to identify when prospective advertisers’ key audiences are watching, as well as offering data-drive insights to the ads’ measurement. Once the television ad has run, the Lotame provides performance against target audience for more specific household viewing information.

Lotame uses cross-device technology to view consumers’ devices together so audience-targeting data can be applied to all. With that, TV DMP can offer multiple device campaign solutions to advertisers. TV DMP can also extend a television ad campaign to desktop computers and mobile devices.

The TV DMP system is now available from Lotame.