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Lotame unveils Cartographer, its new approach to tracking user identity – TechCrunch
Lotame, a company offering data management tools for publishers and marketers, today unveiled a new product called Cartographer — described by CMO Adam Solomon as “our new people-based ID solution.”
In other words, it’s Lotame’s offering to help businesses connect their visitor and customer data across platforms and devices.
We’ve written about plenty of other cross-device targeting technologies — and in fact, Lotame acquired one of them, AdMobius, in 2014. But Solomon said the landscape has become more challenging given privacy regulations and especially updated browsers that place new limits on the types of cookies that can be used to track users.
“There’s been an explosion of first-party cookies,” Solomon said, referring to cookies that are stored on the domain you’re actually visiting (as opposed to third-party cookies, which are increasingly blocked).
He argued that these “short-lived” cookies then create problems for publishers: “If you're in Safari visiting the same site every day, a new ID could be generated” each day. So Cartographer deals with this by using data science and machine learning to attempt to “cluster” different IDs together that likely belong to the same user.
“Every day when we see an ID, we'll capture it,” Solomon said. “We’re graphing those cookies together, these dozens or hundreds of cookies that we believe, based on our technology, that these cookies belong to the same individual.”
He also said that connecting IDs in this way is crucial to the whole “Russian nesting doll” of how a publisher or advertiser understands identity on the internet: “Cookies ladder up to devices, devices ladder up to people, people ladder up to households.” So by connecting cookies to people, Lotame can also offer better household-level data.
[...] Grant Whitmore, chief digital officer at Lotame customer Tribune Publications, made a similar point: “One of the things that I think all publishers are wrestling with right now is really the disconnect that is occurring in the adtech landscape and the legislative landscape and really managing the persistence of that consent.”
Whitmore continued, “One of the unintended consequences of that legislation and some of what is happening in the browser space is that we could be forced into a position where we are having to ask you every single time you visit a site whether it’s okay to sell your data, whether it’s okay to track.”
(Score: 2) by SemperOSS on Friday October 25 2019, @08:29PM (1 child)
Hm, so a fairly neutral reporting on this shows a political bent? I take it you mean SoylentNews should not have reported on it at all? Or did you mean that the reporting should have been skewed towards whatever opinion you have?
Sorry to ask, but it is not entirely clear from your post — albeit I have an idea what you meant.
I don't need a signature to draw attention to myself.
Maybe I should add a sarcasm warning now and again?
(Score: 2) by aristarchus on Saturday October 26 2019, @08:58AM
Mind numbingly neutral. But that is only the ones the bots let through. Runaway is attempting the never before tried, "reverse aristarchus", but unfortunately, his is very stupid in a right wing way, and apparently he can only submit on IRC. But my point still stands, I see the string of acceptance of his pablum as a direct insult to aristarchus submissions. Even though they were never going to be accepted anyway.
Interesting chatter in IRC, by the way, where janrinok expresses concern that by rejecting Runaway's crap, he might again be accused of censorship! Risible! Oh, dear, I have to stop to wipe away the tears! And after that coherent exposition that he gave on the necessity of closed hearings that only a retired spy could give! Cheerio, janrinok!