Lotame Expands Audience Targeting Capabilities to Broadcast Television

Lotame is a powerful DMP (Data Management Platform) that targets anonymous individuals across channels and devices. So its announcement of a “TV DMP” that “connects valuable first-party data to televisions, for powerful behaviorally targeted ads on TV” seems to indicate that it has found a way to target TV ads to individuals based on their behaviors. Not so. What they’re actually doing is using data from connected TV to link viewers to their other devices and behaviors. This lets them understand the audience for each show, so marketers can buy ads on the right shows – ads which are then seen by everyone watching. In other words, it’s pretty much what TV audience panels have always offered, perhaps with more precision. I don’t know whether I’m disappointed or relieved.