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Lotame Panorama ID earns industry support as third-party cookie deadline looms

Lotame, a global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, has announced that Magnite, the world’s largest independent sell-side advertising platform, will support its Lotame Panorama ID, the first global, people-based, privacy-compliant and interoperable identity solution for a cookieless web.

Lotame Panorama ID claims to be the “only enriched global identity solution” at a time when the entire advertising ecosystem is fractured as it looks to steer a clear course through the sunsetting of third-party cookies in 2022. As a delivery mechanism for privacy-compliant, rich, pseudonymized data, individual Panorama IDs carry an average of 200+ behavioral attributes.

Other partners to announce they will support Lotame’s Panorama ID include Sovrn, the publisher technology platform, and Eyeota, the audience technology platform.

Magnite and Sovrn will integrate the Lotame Panorama ID to help increase publisher inventory value and enable advertisers to target first- and third-party audience data on ‘cookieless’ inventory. With access to previously invisible audiences across browsers, publishers using these SSPs will be able to start using cookieless identity solutions immediately, protecting them once third-party cookies are retired next year.

Eyeota will also adopt the Panorama ID in order to improve its ability to process and deliver audience data for existing cookieless environments like Safari and Firefox, and to prepare its audience solutions for when third-party cookies are phased out next year. 

“Publishers depend on being able to offer targeted audiences to brands to flourish in an environment where privacy regulations and the phase-out of third-party cookies are changing the rules,” said Brian Bouquet, VP of Product Management at Sovrn. “We are excited to implement the Lotame Panorama ID to ensure brands and publishers have access to a global, privacy-compliant and interoperable identifier to power their advertising without the need for cookies.”

“Our integration with Lotame Panorama ID aligns with our commitment to remain ID agnostic as we continue to deliver addressable and privacy-safe audience solutions at scale for brands and advertisers globally,” said Howard Luks, Managing Director, Americas and SVP Global Platforms at Eyeota. “We look forward to collaborating with Lotame and the industry as we collectively develop viable and consumer-friendly solutions to identity resolution.”

“As we approach the sunset of third-party cookies, publishers and brands are in urgent need of privacy-friendly tools to understand and engage audiences at scale,” said Andy Monfried, CEO at Lotame. “Support of the Panorama ID by Sovrn, Magnite, and Eyeota enforces our belief that the future of advertising relies on the collaboration of the entire ecosystem working together to solve challenges for all.” 

Disclosure: WNIP is wholly owned by Sovrn Holdings, Inc and whilst we are balanced and neutral in our editorial approach, it is important we flag up our relationship with Sovrn.