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The Weather Company increases online ad revenues by matching inventory with desired audience segments
NEW YORK, June 19, 2014 /PRNewswire/ -- Lotame, the world's leading independent data management platform (DMP), has partnered with Yieldex, the leading provider of analytics and trading tools for advertisers and publishers, to deliver audience forecasting and yield management for AudienceFX, The Weather Company's audience targeting solution for brands on its digital and mobile platforms. As one of the first to integrate the solution from Lotame and Yieldex, The Weather Company is able to better analyze key audience segments and increase yield across its digital properties.
"Audience data management plus yield management helps The Weather Company turn inventory into audience-based inventory, leading to increased CPMs and revenue," said Andy Monfried, founder and CEO of Lotame. "We're very excited to combine our unifying DMP with Yieldex's top-notch inventory forecasting as a unique solution for Weather."
Lotame and Yieldex offer online publishers the ability to forecast ad impressions based on precise behavioral, demographic and geographic audience segments. Publishers like The Weather Company can build unique user groups around audience data through Lotame's DMP, and then use Yieldex to identify the specific content areas of their sites and apps where advertisers are most likely to reach those user groups.
"Digital publishers need accurate data to attract the best advertisers. But getting that data means running several platforms to see just pieces of the data puzzle," said Andy Nibley, CEO of Yieldex. "Lotame and Yieldex allow for better forecasting and pricing of audiences, and also the assurance that these audiences don't overlap with other high-value segments and sections so publishers like Weather can sell more without risking under-delivery or cannibalization."
Since working with The Weather Company, Lotame has helped provide significant growth opportunity in Weather's AudienceFX product lines. AudienceFX creates unique targets that solve a variety of needs for the travel space as well as other industries like finance, automotive, entertainment and more with the ability to combine Weather's unique location data with user behavior to create a more powerful, custom target audience for each advertiser.
"Lotame helped us move from a very static, constricted data environment to one that is more fluid and able to be adjusted to our business," said Barrett Nichols, Director, Digital Yield Optimization & Revenue Management at The Weather Company. "Since we were able to integrate Lotame and Yieldex into our forecasting system, we've been able to analyze segments, overlaps and increase yield in areas that were never previously available."
Lotame is the DMP for Maximum Audience Impact- helping marketers, publishers and agencies maximize the way they collect, unify, protect, and activate audience data. Leveraging the industry's most robust audience management engine, they're able to intelligently monetize data, create premium properties, target more efficiently, and drive higher campaign performance and revenue. We're dedicated to constant innovation, and helping our clients take full advantage of big data. Together, we're doing things that others haven't thought of yet. To learn more, visit www.lotame.com.
Yieldex is the leading provider of unparalleled ad forecasting, analytics and cutting-edge trading tools for advertisers and publishers. The world's leading publishers rely on Yieldex Analytics for forward-looking insights that help them save time, close more deals and increase revenue. Both advertisers and publishers use Yieldex's programmatic marketplace, YieldexDirect, to buy and sell targeted, guaranteed inventory in one convenient location. Leading media companies such as The New York Times, Scripps, CBS, Comcast, Viacom, ESPN, Fox, The Wall Street Journal, Pandora, The Weather Channel, and dozens of others use Yieldex to get more value from their digital advertising strategies. For more information, visit www.yieldex.com.
Media Contact: North 6th Agency (For Lotame)
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