Lotame Launches Self-Serve Audience Data Management Platform Crowd ControlTM
American Greetings Interactive to utilize platform for enhanced audience solutions across its digital portfolio
NEW YORK – September 29, 2010 – Lotame Solutions, Inc., a marketing technology company, today announced the launch of Crowd ControlTM as a self-serve audience data management platform (DMP). Crowd Control enables web publishers to create custom audiences, to directly license anonymous audience data for use in interest-based advertising, and to protect the privacy of their site visitors through enhanced transparency and tools that enable publishers – and visitors – to manage their privacy preferences.
In conjunction with the launch, American Greetings Interactive, the publisher with the largest collection of electronic greeting cards on the web, announced today that it will use the technology to provide the digital planning community with a revolutionary way to access audiences across its digital portfolio.
“Working with Lotame has taught us a great deal about our visitors, enabling us to market to them in new ways,” said Steve Alessi, Vice President of Advertising Sales at AGInteractive. “We chose to work with Lotame’s solution because it provides our sales team with an intuitive interface to build and sell audiences to our brand advertising clients in additional to our custom content solutions.”
Under the terms of the deal, American Greetings Interactive can build an infinite number of custom audiences based on the aggregated behaviors of consumers across its web portfolio. To augment those profiles, American Greetings can purchase unique third-party data from Lotame’s data marketplace, in addition to data from providers such as AlmondNet Data Division and Bizo, all within the Crowd Control interface.
The platform enables publishers like American Greetings Interactive to:
- Monetize: Increase media revenue by making audience sales a reality across all inventory. Create entirely new data revenue from the creation and sale of data segments directly to the market.
- Manage: Import advertiser or third party data, build custom segments, and export data easily
- Learn: Discover the true value of their data
- Protect: Charge for their data properly, and can control its sale and use
And publishers can do this all at no cost if they participate in Lotame’s data marketplace to further monetize their data. Crowd Control seamlessly integrates with publisher ad servers, exchanges, and demand platforms.
“Publishers like American Greetings Interactive recognize that in a data-driven advertising world, having a platform to sell audiences and data directly is a game-changer” said Andy Monfried, Lotame’s founder and CEO. “The American Greetings Interactive brand has built long-lasting and deep relationships with its customers. We’re thrilled to be able to help them build audience marketing solutions and proud that they selected Crowd Control for their portfolio.”
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About American Greetings
For more than 100 years, American Greetings Corp. (NYSE: AM) has been a creator and manufacturer of innovative social expression products that assist consumers in enhancing their relationships. The Company’s major greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company’s online division). AG Interactive also offers digital photo sharing and personal publishing at PhotoWorks.com and Webshots.com and provides a one-stop source for online graphics and animations at Kiwee.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.6 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit http://corporate.americangreetings.com.
About Lotame
Lotame™ is a marketing technology company powered by the superior segmentation of audience data. Lotame’s flagship audience and data management platform, Crowd ControlTM, collects and interprets unstructured publisher data to activate audiences and make data-driven display advertising a reality. The company provides advertisers with comprehensive online advertising solutions, publishers with technology and multiple revenue streams from data and media, and data buyers Lotame Audience Segments derived from its unparalleled knowledge of human behavior. Lotame is a member of the Network Advertising Initiative (NAI), the Interactive Adverting Bureau (IAB), and the Online Publishers Association (OPA).
PRESS CONTACTS
Bill Brazell
WIT Strategy Senior Associate
bbrazell [at] witstrategy.com
917.445.7316
Eric Porres
Lotame CMO
eric [at] lotame.com
646.556.6317
