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Lotame Panorama ID Program Adds PubMatic and MediaMath

Lotame does build its own identity graph, which it packages as the Panorama ID and offers as a way for advertisers to track individual customers without relying on cookies.  Unlike email-based IDs, Panorama includes probabilistic as well as deterministic matches, enabling more connections but raising some privacy eyebrows.  They’ve just signed up PubMatic and MediaMath as program partners, enabling advertisers to apply Panorama IDs to their audiences.

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InfoSum Offers Choose-Your-Own-Method ID Resolution

June 11, 2021

Privacy-safe data sharing vendor InfoSum has launched InfoSum Bridge, which lets users apply deterministic, probabilistic, and cohort-level identity resolution methods.    It’s a collection of matching tools that users and business partners can use on their own data as they see fit.  While InfoSum doesn’t construct its own identity graph, it does offer connections with third-party data augmentation partners.

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Ad Fontes Media Partners with The Trade Desk to Support Brand Safe Advertising

February 23, 2024

Ad Fontes Media, a company that rates news sites for reliability and bias, has announced the integration of its rating data with The Trade Desk’s programmatic advertising platform. This will allow the screening out of highly partisan, AI-generated and clickbait sites, preferentially serving ads to sites containing quality journalism. Directing ad spend to low quality sites not only wastes dollars and threatens brand safety but de-monetizes quality news operations.

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