Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
There’s now one less ad network in the market. Lotame announced today that it is closing its ad network, the Lotame Media Group, in order to focus exclusively on its data-management platform, Crowd Control, which launched in 2010.
The company’s shift from operating an ad network to an exclusive emphasis on the company’s DMP is indicative of an industry-wide move toward consolidation and the growing popularity of DMP services.
“The network was a necessary and integral part of Lotame’s business,” wrote CEO Andy Monfried in a statement. “It provided an effective way to refine Crowd Control and see firsthand what worked — and what didn’t. I frequently likened LMG to a laboratory where bleeding edge scientists toiled towards synthesizing wonder drugs. Our ‘laboratory’ enabled us to distill Crowd Control.”
Data has become the lynchpin of all digital campaigns, read the Lotame statement, and the company is shifting resources towards a highly profitable corner of ad technologies when “the demand for DMPs is at its highest.”
More in Media
Rethinking entry-level hiring in the age of AI: A conversation with Amazon’s Diana Godwin
Godwin, general manager of AWS Certifications at Amazon Web Services, has some insight on how certifications are bridging the skills gap.
WTF are synthetic audiences?
Publishers and brands are using AI to create a copy of audience behavior patterns to conduct market research faster and cheaper.
Forbes launches dynamic AI paywall as it ramps up post-search commercial diversification plans
For the latest Inside the publisher C-Suite series, Digiday spoke to Forbes CEO Sherry Phillips on its AI-era playbook, starting with its AI-powered dynamic paywall to new creator-led commercial opportunities.