Amobee and Lotame join forces for social audience activation globally

Amobee, a wholly-owned subsidiary of Singapore telco Singtel, has entered into a global social data partnership with Lotame for enhanced audience targeting and activation across major social networks. This joint social audience offering is now available in all global markets across the Americas, Europe, the Middle East and Africa, Asia Pacific, and Australia,

The partnership gives marketers access to the full suite of Lotame’s audience segments through the Amobee Advertising Platform, including demographic, interest and intent data. For example, an advertiser looking to sell computer software could enhance campaigns by adding B2B and offline purchase data to more efficiently and effectively target new customers on social channels. According to the press statement, Amobee’s identity solution converts Lotame’s list of privacy-compliant third-party audiences into audience segments that advertisers can use to enhance audience targeting across Facebook, Instagram, Pinterest, Snapchat and Twitter.

When asked about the marketing strategies it will put in place to promote this partnership, Amobee's spokesperson told Marketing that it supports the partnership globally through close alignment with leadership at its agency and enterprise brand partners on data use best practices and through ensuring that it has the systems in place to remove any barriers to activation. "The key to growth in partnerships like this one are regional, however, as this is where the local expertise, relationships, and market nuances come into play," the spokesperson added. Amobee declined to reveal the monetary value of the partnership. Marketing has reached out to Lotame for comment.

Robert Woolfrey, SVP Asia at Amobee said Lotame's global scale and strong understanding of audiences made it a natural partner for Amobee to further expand its converged programmatic and social capabilities. “We are proud to integrate Lotame with our best-in-class technology for advertisers to develop and deploy rich social audience targeting strategies across multiple digital environments," he added.

Meanwhile, CEO of Lotame, Andy Monfried, said everyone wants that 360-degree view of a consumer’s digital life. "Our partnership with Amobee supports our mission to help marketers deepen their understanding of the changing consumer and engage with customers meaningfully and respectfully across digital platforms and channels," Monfried said.

Separately just last week, Amobee unveiled CTV Allocator, an enhancement to its portfolio optimisation solution for predicting and planning advertisers’ most premium and high impact TV, CTV and digital video investments. According to Amobee, its CTV Allocator forecasts incremental reach to a linear TV schedule across the ecosystem’s largest CTV supply space, providing buyers with the flexibility to combine negotiated Upfront and Newfront direct buys with programmatic deals to allocate CTV holistically in a unified plan.

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Photo courtesy: 123RF

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