Google adopts the next step in tracking users


Google has taken the futuristic step of tracking users by authorizing the use of Lotame’s Panorama ID within its supply-side platform (SSP). Lotame is the only flexible data solutions provider to future-proof connectivity and drives performance across all screens. 

With the integrations and multiple data partners supporting the Panorama ID, Lotame extends its cookieless data connectivity capabilities for marketers and publishers to 41 SSPs including leaders OpenX, Sovrn and Smart AdServer, and PubMatic.

Launched in 2020, Panorama ID is the first global, people-based, privacy-forward, and interoperable identity solution for the cookieless open web. The unique identifier has seen tremendous growth in adoption during the past year among publishers and across the digital media industry. As of now, the Panorama ID is the second most adopted cookieless ID solution in the world. It is deployed by more than 18,000 publishers globally.

Pierre Diennet, Head of Global Partnerships said that Panorama ID continues to unlock new opportunities to reach addressable audiences on cookieless browsers like Safari and Firefox, adequately equipping brands and publishers with a global, privacy-compliant, and interoperable identifier to power their advertising.

He further said that by partnering with the most widely adopted media platforms, they are making significant headway on the industry’s collective mission to provide an identity solution that improves the ecosystem for all.

Google Ad Manager joins the ecosystem of more than 100 ad tech platforms in which the ID is actionable, including DV360, The Trade Desk, Xandr, and more, with both direct and indirect DSP and SSP integrations. Panorama ID is driving industry-leading results for publishers and marketers across multiple campaign setups.

Now that we see the tech giant Google adopting such technology, there is a hope that this will be adopted by more in the coming years.

To learn about how Lotame Panorama ID builds a connected digital advertising ecosystem for everyone, check out the website

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