Salesforce, mParticle, Tealium and Simon Data, Among Others, Connect with Spherical
to Accelerate the Value of First-Party Data
New York, Jan. 23, 2023 — Lotame, the global technology company that makes customer data smarter, faster, and easier to use, today announced the launch of Spherical, a next-generation data platform to accelerate first-party data, whether companies have it or need it. With Spherical, marketers and media owners can quickly drive the most value from both known and unknown first-party data for customer engagement and acquisition in a privacy-first world.
Digital consumption continues to increase across a variety of channels, creating more data than ever. However, that data lives across multiple platforms, making it expensive and difficult for companies to unify and activate. Effective data-driven customer engagement, acquisition and monetization are further complicated by third-party cookie deprecation, privacy regulations and walled garden dominance.
Enter Spherical, which will enable interoperability and data portability across brand and media owner tech stacks. The platform will extend first-party data living in data warehouses or customer data platforms (CDPs) into the madtech ecosystem. Leading CDPs integrated with Lotame at the launch of Spherical include BlueConic, Meiro, mParticle, Rudderstack, Salesforce, Simon Data, Tealium and Treasure Data. Lotame plans to expand support to additional CDPs on an ongoing basis.
Speaking at IAB’s Annual Leadership Meeting today in Florida, Lotame CEO and Founder Andy Monfried shared the news in his main stage talk, “From Pain to Power.”
“There’s no shortage of pain in our industry,” Monfried said. “Everyone wants first-party data but not everyone has it. Many that have it don’t know how to make the most of it. Preserving addressability and data connectivity are gridlocked by a host of macro and micro issues. Spherical was designed to address these sources of pain instead of myopically focusing on symptoms.”
Nine in 10 CMOs (91%) cite access to customer data as a competitive advantage but a near equal amount (89%) say it isn’t readily available to them per The CMO Council research. In fact, Lotame data shows that although satisfaction with CDPs is very high among marketers and publishers, there is still room for improvement. With Spherical, brands will be able to unify, model, enrich, and activate customer data in smarter, faster, and easier ways.
The platform empowers brands and media owners to drive growth and revenue via actionable customer intelligence, data informed audiences and identity powered activation in all environments — cookie-restricted, cookie-enabled or authenticated.
“Spherical empowers digitally native brands to onboard customer emails as they authenticate onsite in real time,” said Carlos Payares, CSO LATAM for Omnicom Media Group. “That eliminates the lag time between first-party data ingestion and activation, and is a tremendous competitive advantage, especially in markets with limited onboarding functionality. We’re excited to test with our clients straightaway.”
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About Lotame
Lotame is a global technology company that makes customer data smarter, faster, and easier to use. Through our next-generation data solutions underpinned by identity, we enable marketers and media owners to use data to engage existing customers and attract their next best across all screens. Our interoperable infrastructure and agnostic partner approach empower companies to drive growth and value on their terms in privacy-safe ways. Lotame is headquartered in the United States and serves global clients in North America, Latin America, Europe, Middle East, Africa, and Asia Pacific.
Lotame and related logos are registered trademarks or trademarks owned by Lotame Solutions, Inc. in the U.S. and/or other countries. All Rights Reserved.
About BlueConic
BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies worldwide, including Hearst Newspapers, Heineken, ING, T-Mobile, UEFA, and VF Corp, use BlueConic to unify data into persistent, individual-level profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more. BlueConic is a global company with offices in the US and Europe.
About Meiro
Meiro is a full-stack Customer Data Platform (CDP) that collects, cleans, and unifies customer demographic and behavioral signals into a single intuitive and actionable view/profile. The key component of Meiro CDP is a cross-device identification engine that allows you to track users’ interaction with your brand across all channels and touchpoints, from the first contact to sales to retention, online to offline. Meiro CDP enables you to leverage augmented data points in a variety of direct marketing channels as well as in direct integration with programmatic advertising.
Meiro CDP is one of a kind Customer Data Platform with an entirely flexible delivery model, supporting any cloud provider, anywhere in the world as well as on-premise hosting, ensuring full compliance with any data privacy framework.
About mParticle
mParticle is an Al Customer Data Platform that powers the entire marketing stack with real-time customer data. Companies like NBCUniversal, JetBlue, Venmo, and Airbnb use mParticle to simplify their customer data infrastructure, maximize the value of their data, and accelerate growth at scale. Over the last year, the company has raised $150M in funding and acquired two startups, Vidora and Indicative. Founded in 2013, mParticle is headquartered in New York City with employees around the globe.
About Rudderstack
RudderStack is the warehouse-first, customer data platform (CDP) built for developers. The company takes a new approach to building and operating customer data infrastructure, making it easy to collect, unify, transform, and store customer data as well as securely route it to a wide range of common, popular tools.
About Simon Data
Simon Data empowers marketing teams with the only Customer Data Platform (CDP) purpose-built to increase campaign performance through faster, more precise segmentation and personalization. The first CDP built on Snowflake, the Simon Data Platform enables brands to break free from outdated architecture that makes data hard to access and deploy. That’s why Tripadvisor, Equinox, JetBlue, ASOS, Venmo and many others count on Simon Data to connect with consumers. Low code, the Simon Data Platform is designed for use by marketers – turning them into data scientists. Simon Data is a 2022 Built-In Best Places to Work, Great Places to Work Certified, and is a 7-time G2 Leader in the CDP space. To learn more, visit www.simondata.com.
About Tealium
Tealium connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers. Tealium’s turnkey integration ecosystem supports more than 1,300 built-in connections, empowering brands to create a complete, real-time customer data infrastructure. Tealium’s solutions include a customer data platform with machine learning, tag management, an API hub and data management solutions that make customer data more valuable, actionable, privacy-compliant and secure. More than 850 leading businesses throughout the world trust Tealium to power their customer data strategies. For more information, visit www.tealium.com.
About Treasure Data
Treasure Data Customer Data Cloud helps enterprises use all of their customer data to improve campaign performance, achieve operational efficiency, and drive business value with connected customer experiences. Our suite of customer data platform solutions integrates customer data, connects identities in unified customer profiles, applies privacy, and makes insights and predictions available for Marketing, Service, Sales, and Operations to drive personalized engagement and improve customer acquisition, sales, and retention. To learn more, visit www.treasuredata.com.
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Media Contact: Alysha Duff – 843-997-3804
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