Data management platform (DMP) Lotame has acquired AdMobius, a company that identifies audiences across devices for ad targeting purposes, AdExchanger has learned. Terms weren't disclosed for the deal, which comes two weeks after we first reported on talks between the companies.
With the purchase, Lotame accelerates its ability to use non-cookie methods to find users across their devices, including mobile and desktop. Its clients -- including ESPN, The Weather Company (a joint AdMobius client), Advance Publications, and Politico -- will be able to create more personalized user experiences that span desktop machines, tablets and smartphones.
"The key element of this is overcoming limitations in the platform space," said Lotame CEO Andy Monfried, noting identifiers associated with users in various channels, like third party cookies and device IDs, exist in data stores that are completely independent of each other. "This creates a map between various platform specific device IDs by analyzing the relationship between various devices. That is super powerful because it creates a unique device-connected DMP."