Lotame looks to Vizu, Amplify for ad measurement

US-- Behavioural targeting company Lotame has partnered with research firm Vizu and text analytics specialist Amplify to measure the success of social network advertising campaigns.

Lotame's Crowd Control technology is designed to allow advertisers to target marketing at the most influential members of online communities – the idea being that they then talk about it and build the brand or company's profile through online word-of-mouth.

The company already employs tools to gauge the success of its work based on the amount of user-generated content created about a brand in the days and weeks following a campaign.

But with Vizu's Ad Catalyst and Amplify's technology on board, Lotame aims to measure the impact an ad has on consumer purchase intentions or brand disposition and to assess the tone of conversations about brands before, during and after the ads have run.

Lotame is led by founder and CEO Andrew Monfried. The company received a $13m investment last summer from venture capital firms Emergence Capital, Battery Ventures and Hillcrest Management.

Author: Brian Tarran