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Lotame unveils Stadium

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May 7, 2009 

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Edward Barrera  |

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Lotame unveils Stadium

ADOTAS — The company, which provides social media solutions, has a new service that will allow advertisers, publishers and networks to employ targeting based on anonymous social data themselves to improve their reach to a target audience and campaign measurement.

Stadium is the first ad delivery platform, powered by social data, to be made openly available for use by any company looking to improve the precision and performance of online ads. It leverages Lotame’s Crowd Control targeting technology to give partners direct access to a wide range of tools for delivering, measuring and analyzing online ad campaigns.

“The metrics typically used by the advertising industry all aim to determine how well a message was conveyed to people who matter,” Andy Monfried, Lotame CEO, said in a statement. “Stadium eliminates guesswork by only reaching people who matter, and goes beyond that to determine exactly how the message was received and if it created the desired effect.”

Lotame says the platform gives agencies like Horizon Media the power to direct campaigns to custom audiences via data partnerships with preferred publishers, in essence creating their own ad networks. Using Stadium, Horizon can form a richer connection to publishers, enabling Horizon to create audiences on the fly based on attributes and behaviors that matter most to specific brands. Horizon is the first advertiser to use the Stadium platform.

For the last two years, Lotame has powered campaigns for over 100 name brands. Each campaign relied on anonymous data to selectively advertise only to the people who were most likely to care. During that period, Lotame has served ads for campaigns supporting more than 100 brands, including leaders in consumer packaged goods, entertainment, financial services and telecommunications.

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Tags: internet-advertising, lotame, online-advertising, social-media-marketing, Social-network and stadium

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