Lotame, a firm specializing in data management, is introducing Panorama ID, a novel solution designed to enable tracking of user identity for both publishers and marketers.

For a considerable period, digital advertisers have utilized cookies to monitor and target specific audiences. However, with major web browsers discontinuing support for third-party cookies, alternative methods are now essential. (This trend extends beyond cookies; Apple, for instance, will require developers to provide users with the option to decline ad tracking in the coming year.)

According to a Lotame representative, Panorama ID is constructed utilizing the company’s Cartographer technology, which assists publishers in consolidating their first-party data, as a response to the evolving internet landscape and the decline of cookie reliance.

This system integrates various components of user identity – including device identifiers, customer IDs, and anonymized email addresses – alongside their corresponding online activities. The company reports that, typically, a single anonymous ID incorporates 119 web-based attributes and 89 attributes derived from mobile usage.

Lotame asserts that Panorama ID will facilitate the connection of user behavior across multiple devices, allowing advertisers to reach audiences through header bidding. It will also allow for the effective implementation of techniques such as limiting the number of times an individual is shown a particular advertisement. Furthermore, access to this technology will not be restricted to existing Lotame clients; it will be available for broader use.

“Consumer habits are in constant flux, particularly over the past eight months,” stated Andy Monfried, CEO of Lotame. “The connections between marketers and publishers must adapt alongside these significant changes, as must their interactions with customers. Panorama ID establishes a new shared framework, enabling relevant and effective advertising for marketers, publishers, and consumers alike.”

Concurrently, the company emphasizes that Panorama ID is designed with user privacy in mind and adheres to various data protection regulations, including GDPR and CCPA. Users will have the ability to opt out of Panorama ID tracking across all of their devices.