As second party data offers publishers a new revenue stream, data solutions company Lotame is jumping in with the launch of the Syndicate online marketplace. Lotame Syndicate has been available for a few years, but the new visual marketplace aims to give buyers more transparency to research and vet some of the sellers of second-party data. Among the global sellers that have opted-in to showcase their data are 180byTwo, AD3+ (Neuron), Advance Local, Connected Interactive, DataXpand, Gulf News, Hexagon, Lonely Planet, MMPWW, Phunware, VerticalScope, Vibrant Media, Viglinks, and Zoopla.
“Second-party data offers the transparency that marketers demand today in a post-GDPR world,” said Jason Downie, Chief Strategy Officer at Lotame. “And we’re seeing publishers take advantage of that. Challenged to compete against the duopoly, publishers are monetizing their first-party data by reselling it on a one-to-one basis. The benefits of second-party data are clearly resonating with marketers and we expect this number to only increase this year.”
180byTwo saw a 67% increase in CTR using second-party data purchased through Lotame Syndicate. “Lotame Syndicate tools allow us to deliver segments in a more agile way than before,” said Karl Hjartarson, CoFounder of 180byTwo. “It’s a great product that allows to move at the speed that our clients expect.”
Lotame Syndicate reports a 460% growth in the number of participants since 2017 and an overall increase in global revenue of 273%, growth largely thanks to the North America market – North America has seen users increase by 1,200% since 2017. In the APAC region users increased by 300%, and in the EMEA region, users doubled.