Increased Ability to Deeply Analyze and Segment Audience Data Heightens Power to Serve Custom Creative Messages to Target Audiences
NEW YORK – Lotame, the marketing technology company powered by the superior segmentation of audience data, has teamed up with OpenAmplify to deepen its already formidable ability to market to highly engaged audiences.
The partnership enables Lotame to scan content as people create it, and to associate the content creators with the sentiment—levels of emotion and engagement—they express about brands, activities, and other topics.
“Partnering with OpenAmplify makes Crowd Control, our flagship targeting platform, much more powerful,” said Andy Monfried, Lotame’s founder and CEO. “When we combine OpenAmplify with Crowd Control data, we obtain the ability to see how consumer opinions expressed about brands change in real time, and how campaign ads affected that consumer. Crowd Control gives us the ‘who,’ ‘where,’ ‘when,’ and ‘how’; OpenAmplify gives us the ‘What,’ and the combination of the two helps provide the ‘Why’—what factors drive specific sentiment, and how does a specific ad, messaging, or interaction affect that sentiment.”
Lotame’s use of audience data functions across the entire web. Lotame and OpenAmplify can apply their tools wherever people create content, such as commenting on news articles, forum posts, and outright content creation.
Armed with this precision, advertisers can also deliver custom creative executions to content creators, changing the message based on the sentiment the creators have expressed.
“There’s a lot of buzz around tools—especially within social networks—that allow a person to show their interest in a specific item, comment or topic. Lotame’s innovative use of the OpenAmplify platform enables users to do things far beyond that,” said Mark Redgrave, OpenAmplify’s founder and CEO. “For example, a simple ‘thumbs up’ might give advertisers positive sentiment, but it’s lacking all the details and nuance contained within the actual conversation itself. Lotame’s Crowd Control makes the sentiment data from OpenAmplify more useful because it provides a context for understanding underlying sentiment and a framework for taking meaningful steps to change consumer sentiment as well.
** This story was originally reported on by Laurie Sullivan of MediaPost.
Lotame is a marketing technology company powered by the superior segmentation of audience data. Lotame’s flagship targeting and analytics platform, Crowd Control, collects and interprets unstructured publisher data to make audience planning as easy as keyword buying. We activate audiences for advertisers with comprehensive online marketing solutions, provide publishers with multiple revenue streams from data and media, and sell to data buyers Lotame Audience Segments derived from our unparalleled knowledge of human behavior. Lotame was founded by seasoned Internet advertising executives and has offices in New York and Maryland.
OpenAmplify (www.OpenAmplify.com) is a semantic web service that brings human understanding to content. Created by technology company Hapax, OpenAmplify uses patented Natural Language Processing technology, mimicking the human process of language understanding to identify the significant topics, brands, people, perspectives, emotions, intentions, actions and timescales contained in online text. The Web service returns the meaning in English-language content in usable and actionable data structures including XML and RDF, thereby enabling other solutions providers to create value, profit and grow.