Conde Nast Looks to Lotame for Deep Data Dive

Conde Nast Looks to Lotame for Deep Data Dive

Crowd Control Tool Helps Publisher Make the Most of Its Content

Lotame, the marketing technology company, announced today that Conde Nast, the publisher of highly respected magazine titles such as the New Yorker and GQ, has begun using Lotame’s Crowd Control audience platform in order to reach its audiences more precisely. The move is expected to increase the publisher’s revenue by improving advertiser results.

Lotame’s Crowd Control platform will enable Conde Nast to build custom audiences across its titles for brand advertisers. Conde Nast has long made use of context to place ads near the appropriate stories. By leveraging Crowd Control, Conde Nast will be able to make better use of the data it has, while adding a new layer of data that enables Conde Nast to sell prepackaged audiences.

“There are people reading Wired whose interest in cooking is just as strong as it is in the readers of Bon Appetit,” said Lotame CEO Andy Monfried. “The advanced targeting methodologies of Crowd Control will enable Conde Nast to find those readers, and place the most appropriate ads near them.”

Crowd Control’s Audience Profile Report gives Conde Nast the ability to extend an audience’s reach by identifying those readers of other titles who have similar online interests.

“Our titles have intrinsic appeal to brand advertisers,” said Conde Nast Digital VP Josh Stinchcomb. “In order to serve those advertisers well, though, we need to provide accountability beyond the largely irrelevant CTR. Lotame’s Crowd Control tool gives us increased audience visibility and helps us to deliver ROI for our partners.”

This story was first reported in Adweek.

About Conde Nast

Condé Nast, a division of Advance Publications, operates in 25 countries and is the world leader in exceptional content creation. In the United States, Condé Nast publishes eighteen consumer magazines, two trade publications and twenty seven websites that garner international acclaim and unparalleled consumer engagement.

About Lotame

Lotame is a marketing technology company. Its flagship audience data management platform (DMP), Crowd ControlTM, integrates with web publishers to activate audiences and make data-driven display advertising a reality. The company provides advertisers with comprehensive online advertising solutions and publishers with a leading data management platform. Lotame is a member of the Network Advertising Initiative (NAI), the Interactive Advertising Bureau (IAB), and the Online Publishers Association (OPA). For more information, please visit: www.lotame.com.

WIT Strategy
Bill Brazell, Senior Associate
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bbrazell@witstrategy.com