The Ozone Project, the joint digital ad sales house for major UK publishers, has partnered with Lotame to help connect and unify its audience data into a single view.
Lotame has been described as an “important component” in The Ozone Project’s wider data infrastructure, sitting alongside its run-time analytics, semantic enrichment and identity capability.
In addition, the partnership will support the platform in delivering unique customer insight to individual marketers including intent analytics and trending interests.
“Marketers have made clear their demand for well-defined audiences at scale,” said Danny Spears, commercial director, The Ozone Project.
“Our partnership with Lotame underlines our commitment to deliver scaled and privacy-compliant targeting across the UK’s most trusted publishers.”
Meanwhile, Chris Hogg, managing director EMEA at Lotame said, “as publisher consortiums are rising up to fight the duopoly, they are finding that unifying data across each publisher’s set of brands can be very challenging – and that’s where Lotame comes in.
“Our connectivity solutions were created to facilitate and scale omnichannel marketing initiatives between publishers and brands. Using this technology, Lotame can keep each publisher’s data separate in its own hierarchy and combine it for one overall view of the total consortium data available. This makes the data more actionable in support of advertiser targeting, objectives and campaigns.”
The Ozone Project is an audience platform that allows brands direct and transparent access to 42m UK consumers when they are in quality publishing environments.
In a display of unity, the largest news publishers in the UK announced the launch of the project in June last year as they seek to offer better scale, a cleaner supply chain and easier buying options for advertisers.
Its founding partners are News UK, Guardian News & Media, The Telegraph and Reach plc.
