Lotame integrates with Survata for segment validation

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."

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts