Lotame Private Data Exchange (PDX) was launched recently in India in response to market needs for increased data trust, transparency and quality from advertisers and agencies. It is a curated marketplace of second-party data sellers, as well as niche third-party data providers from around the world. The exchange directly connects authenticated sellers of data with selective buyers in a transparent environment.
Speaking recently, Gaurav Seth, Managing Director, Lotame India delved into the details of the partnership:
“These are all niche companies that are leaders in their own verticals. For example, Car Dekho and Car Wale are leaders in the auto information vertical where any user that is looking in the market to buy a car is going to either of their websites, so these are users that are in the market and are looking for specific information within that vertical. Then we have Firstcry which is a leader in parenting, Quikr which has multiple different portfolios in classified, they also have real estate, automobile and personal technology. Then there is a company called Zapr which has TV audiences and is a leader in that segment, they are also on our platform. We have a data aggregator as part of our platform called Unicorn Techmedia, within Unicorn they have multiple different publishers."
Elaborating on how brands and advertisers will be able to benefit from the partnership, Seth says, “So, all this data that is available is used in programmatic advertising. The medium of utilisation is programmatic advertising and programmatic advertising overall is growing 30 to 40% year on year in India and the usage of this data of these segments is taking place among all the agencies in India. All the top agencies are using this data which includes IPG, Omnicom Media Group, Madison, Dentsu & GroupM. So, if you have to divide it into three different stages which are, awareness, adoption and scale, we are somewhere between adoption and scale, where it has been adopted by all the agencies and we are moving towards using it at scale. And that's the reason this is a really good opportunity for any publisher to come on board and make their data available through organised data exchange.”
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