NEWS18 May 2017

Lotame integrates with Survata for segment validation

Data analytics News North America

US – Independent data management platform Lotame has partnered with research company Survata to create a universal ‘ratings currency', segment validation, across digital advertising.

The partnership is intended to allow research to be conducted faster, with a common metric. According to the announcement, Survata can interview consumers who are in an advertiser’s segments, allowing marketers to ‘validate that third-party segments reflect what they intend to purchase'.

The partnership also allows for the tracking and measurement of survey responses, which can then be combined with other first, second and third party data segments. Marketers, agencies and publishers can then conduct segment validation and audience profiling, as well as custom segment creation. 

"Our exclusive partnership on segment validation with Lotame is exciting for many reasons," said Chris Kelly, Survata CEO.

"This integration creates an industry standard for validating segments, so advertisers truly reach the audience they want to reach. Beyond that, brands, agencies and media companies can now easily access Survata’s other applications, such as ad effectiveness, via Lotame.

"We're thrilled to enable marketers to save time and expand their capabilities with Lotame’s help."