MarTechSeries: True Influence & Lotame To Drive Programmatic Display Advertising for B2B Marketers
True Influence®, the technology leader of data-based sales and marketing solutions, today announced a partnership with Lotame, the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising. Under the new partnership, True Influence will be providing access to its data for Lotame customers to use for programmatic display advertising through the Lotame Data Exchange (LDX), the world’s largest second- and third-party data marketplace.
“We recognize the importance of optimizing accurate data to successfully target and engage B2B buyers through programmatic display advertising,” said Brian Giese, CEO of True Influence. “Partnering with Lotame allows us to extend our network of potential customers by making our data more accessible.”
LDX gives buyers direct access to hundreds of premium sellers with high-quality, custom fit second-party data as well as Lotame’s global third-party data marketplace. The marketplace provides instant access to thousands of pre-packaged and custom audience segments, built to drive digital media into programmatic destinations around the world.
“As we’ve seen, not all data is created equal. For B2B marketers, in particular, the quality of data can make or break their sales and marketing success,” said Ed Leahy, Senior Director, Data Solutions, Lotame. “Partnering with True Influence gives us the confidence that we are providing a trusted source of accurate data to marketers, agencies and media companies for successful programmatic campaigns.”
True Influence supplies high-quality data that provides total market and reach analysis, engagement reporting, and campaign performance forecasting. The company uses a three-pronged process of proprietary algorithms to screen out inaccurate records, so only real, active B2B contact records are delivered. It starts with an Identity Graph Triangulation™ where records are matched to build a cohesive, omnichannel view of individual customers. These customer records are then analyzed by the True Influence Relevance Engine™, where advanced intent monitoring analytics using natural language processing, machine learning, and artificial intelligence examine behaviors that identify billions of intent signals to get a clear picture of the total active market (TAM) for specific products and solutions. Each contact record is built with unprecedented speed and accuracy and is TripleCheck® validated to ensure all information is 100 percent correct and guaranteed.