Lotame Collaborate launches to help digital marketers share data


Lotame, a technology company that makes customer data smarter, faster, and easier to use for digital marketers, today reinforced its commitment to enabling data collaboration with the launch of Lotame Collaborate.

Lotame Collaborate

Available through Spherical, Lotame’s comprehensive end-to-end data collaboration platform, Lotame Collaborate, simplifies how digital marketers and media owners unlock the potential of first-party data within their organisation and across partners.

The tool empowers digital marketers with more portable data, analysis, and activation, all while acknowledging evolving privacy standards.

The demand for data collaboration technology has never been higher. Data collaboration platforms provide secure environments to allow sharing data safely, meeting increased privacy and security concerns.

With the decline of third-party cookies, digital marketers and media owners are also turning to collaborative approaches to improve their data’s scale and value.

Additionally, as customers demand better online experiences, companies must use data to understand and meet these needs. Enter data collaboration platforms, like Spherical, which ensure brands can adapt and thrive in this evolving landscape.

“Data collaboration is a fundamental requirement today,” said Andy Monfried, CEO at Lotame.

“Unfortunately, fragmented data sets, non-interoperable platforms, and constantly evolving privacy standards have stalled the industry’s ability to deliver on true data enablement and collaboration.

“With our new offering in Spherical, which we believe is the industry’s most intuitive, interoperable, and high-performing data collaboration platform, we are making data collaboration smarter, faster, and easier than ever.”

Launched in January 2023, Spherical empowers thousands of marketers, agencies, and media owners to onboard, analyse, and activate the data they need to understand and engage consumers, including RE/MAX, LLC; Publicis; and Dentsu.

With today’s announcement, Spherical users now have the option of accessing Lotame Collaborate.

Lotame Collaborate represents the evolution of Lotame’s exclusive, private, and secure data exchange, PDX, introduced in 2019. With Lotame Collaborate, multiple parties can share permissioned data within the platform.

Unlike data clean rooms, Lotame Collaborate addresses a company’s needs to enrich, analyse and activate first-party data with external partners.

It also allows marketers to combine authenticated (logged-in) and non-authenticated (web visitation) data. This integration can result in up to 10x more data available for analysis and scalable activation.

Lotame Collaborate is now available to Lotame users globally.

“Our clients rely on us for our global digital leadership and data transformation capabilities,” said Miles Pritchard, Partner, Data & Technology Transformation, OMD EMEA.

“Lotame, who we’ve partnered with for many years, are consistently ahead of the curve in extracting value from data. We’ve tested early iterations of Lotame Collaborate with great success.

“Data collaboration is increasingly important as part of a privacy-preserving, portfolio-based approach to audience targeting, and we look forward to working closely with Lotame to deliver innovation and meaningful impact for clients.”