Lotame (www.lotame.com), the unstacked data solutions company in India that helps publishers, marketers and agencies find new customers, increase engagement, and grow revenue through audience data, has announced that seven premium partners have joined Lotame PDX India marketplace.
Spanning across parenting, automotive, personal technology, education, travel, TV audiences and classifieds, these partners include CarDekho, Quikr, FirstCry, CarWale, Zapr, Vikatan and Unicorn Techmedia.
Launched in September 2019, the Lotame Private Data Exchange (PDX) was created in response to market needs for increased data trust, transparency and quality from advertisers and agencies. It is a curated marketplace of high-quality second-party data sellers, as well as valuable niche third-party data providers from around the world. The exchange directly connects authenticated sellers of high-quality data with selective buyers in a transparent, flexible and trusted environment.
Through comprehensive human oversight and auditing, Lotame continuously verifies collection practices and the authenticity of data available through Lotame PDX according to IAB SEA + India data transparency standards. The standard asks data providers to offer ‘nutrition labels’ for their data, informing segment quality, recency, provenance, criteria and beyond. In doing so, transparency for each seller is passed to Lotame PDX buyers who get clear insight into what they are purchasing and from whom. Meanwhile, for sellers, Lotame PDX offers tools to onboard, organise, monetise and sell data from a secure and centralised platform. Sellers can also control what they sell, at what price and to whom, and how the data may be used.
“When it comes to audience data, now more than ever, the industry is demanding greater transparency, trust and flexibility,” said Gaurav Seth, Managing Director, Lotame India. “Our powerful and curated Lotame PDX platform for India is invaluable for our buyers and sellers alike, and we’re very excited to bring in and support more partners. With Lotame PDX, buyers know exactly how the data is sourced and collected, and what standards it meets. Sellers are upfront about how data may be used and who they wish to partner with. We are setting a new industry standard.”
With a strong presence in India for a decade, Lotame continues to grow its customer partnerships exponentially and has seen a tremendous market growth of 30% year-over-year.
Through Lotame PDX, buyers and sellers across India can utilise:
Lotame PDX For Buyers: Brands and agencies now have an easy and advantageous way to find the right data partner. Lotame PDX’s curated roster of sellers provides a one-stop shop to view and buy highly regarded second-party and niche third-party data from top providers in India and around the world. Buyers can see each data provider available, while refining their search for data by region (India, UK, US, Latin America) and vertical (automotive, finance, sports, travel, etc.). Five major buyer agencies in India include IPG, Omnicom Media Group, Madison, Dentsu and GroupM.
Lotame PDX For Sellers: Global first-party and niche third-party data sellers meet and make private deals with high-end buyers in Lotame PDX’s trusted environment. Sellers can connect directly with interested marketers and control what data to monetise, how it can be used, at what price, and to whom. In doing so, Lotame PDX unlocks a new trusted revenue stream for a range of companies, making their data easily accessible to a ready pipeline of brands and agencies. In addition to its Indian partners and region-specific sellers, Lotame PDX’s global sellers include Lonely Planet, eDreams ODIGEO and Vibrant.
“Lotame has become our primary platform for all our data needs,” said Anjali Hegde, Chief Data Officer, IPG Mediabrands. “It has a wide assortment of second and third party data sellers with second party data offering the transparency and granularity that every marketer desires."
“This partnership with Lotame delivers transparency and precision to our advertisers,” said Vivek Goel, VP Marketing and Analytics, FirstCry. “FirstCry is the largest parenting website in India and along with Lotame’s capabilities, it is able to reach its users anywhere on the Internet at scale and in a privacy compliant environment.”
For more information about Lotame PDX in India, visit: http://lotamepdx.com/india