Data management platform (DMP) Lotame has been selected as Skimlinks' first DMP of record.
A popular content monetization (affiliate) solution for publishers, Skimlinks will leverage Lotame's DMP to distribute the audience data it collects (from publishers including Hearst, Gawker Media and Daily Mail) to demand side platforms, exchanges, trading desks and independent publishers.
When an end-user/consumer views content across publisher sites in the Skimlinks network, clicks on a link to a product or service and/or goes on to make a purchase, Skimlinks captures those real-time purchase intent data signals and packages the information through a custom audience segment. Lotame will then be able to make this rather valuable data/segment available to advertisers looking to improve conversions and the performance of their campaigns.
"Augmented by Lotame, Skimlinks' data will be of further benefit to the multiple retailers with whom they work in a wide set of B2C categories," said Ryan Rolf, Director, Data Sales at Lotame. "They will have even deeper insights into their audience intent shopping data to drive sales and the ability to apply these learnings wherever they need to for their campaigns."