[x+1], a leading provider of digital marketing and data management software, and Lotame Solutions, Inc., the global leader in unifying data management, today announced a technology partnership for data sharing and media buying. The integration will connect marketers on the [x+1] Origin platform with publishers on Lotame's Crowd Syndicate™ to give clients a permission-based system with the ability to share first-party data in a safe and secure way. The data sharing enabled by this integration will connect a selection of the largest online advertisers and publishers for effective media buying at scale.
Marketers rely on [x+1] to give them programmatic control over the broadest range of paid and owned media channels. Lotame's growing base of premier publishers provides a rich environment for brands seeking engaged, in-market audiences and enhances [x+1]'s technology partner ecosystem. Through Lotame's Crowd Syndicate, audience segments designed using [x+1] Origin can now be accessed in Lotame's data management platform (DMP), Crowd Control®.
"The ability for our customers to target their marketing audiences easily across Lotame's premium publisher pool is a major benefit," said David Skinner, Senior Vice President of Business and Corporate Development at [x+1]. "The fact that this partnership is two-way, allowing Lotame's publishers to make their inventory available to our clients, benefits the entire programmatic ecosystem."