Lotame and Cint marry survey panel data with DMP data

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When they sign up to take paid online surveys, online panelists give information about themselves which is considered deterministic — that is, it is definite, since it came from the person.

When a data management platform (DMP) creates online user profiles that are used by advertisers to target ads, that data often comes from many sources and is generally considered to be probabilistic. That is, inferences have been made, for example, that the user at this IP address lives in this part of town and is expected to have this income range.

This week, survey panel platform Cint and DMP Lotame announced a strategic partnership that marries these kinds of data. Cint CEO Morten Stand told me that, to his knowledge, this was the first such alliance — although the general intent of survey data verifying third-party data was also behind a pilot Lotame conducted with market research firm Survata in May.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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