Mindshare Taps Lotame for Ad-Tracking Campaign
ADOTAS – Mindshare will begin tracking how much time consumers spend in front of and engaged with ads on social sites, Lotame announced today. Lotame is a platform enabling targeted advertising to customizable audiences through social media.
Mindshare will use Lotame’s Time Spent online ad platform in support of a campaign for a national mobile telecommunications network. Time Spent technology regulates ad delivery to an audience defined with Lotame’s proprietary Crowd Control platform, Lotame said. Crowd Control provides the means to define audiences by traditional demographic information as well as by areas of interest demonstrated by participation in social media. Time Spent essentially removes a commonly cited flaw of display ad measurement – the fact that an impression may not make an impression.
“Brands and agencies have reacted to Time Spent as though a light has been switched on,” said Andy Monfried, CEO, Lotame. “And in fact, that’s what we are doing. We are shedding light on how ads are received by the targeted audience. The online advertising community has come to accept that impressions are the primary measure of value, but we are showing that it is possible to put a value on the Internet user’s time.”
Lotame recently announced it closed $13 million in series B financing to support its product offerings and business development efforts.
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