Lotame unveils Cartographer, its new approach to tracking user identity

Lotame, a company offering data management tools for publishers and marketers, today unveiled a new product called Cartographer — described by CMO Adam Solomon as “our new people-based ID solution.”

In other words, it’s Lotame’s offering to help businesses connect their visitor and customer data across platforms and devices.

He also said that connecting IDs in this way is crucial to the whole “Russian nesting doll” of how a publisher or advertiser understands identity on the internet: “Cookies ladder up to devices, devices ladder up to people, people ladder up to households.” So by connecting cookies to people, Lotame can also offer better household-level data.

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