Lotame, a global technology company, has announced the launch of Spherical, a next-generation data platform that aims to help companies quickly drive value from first-party data for customer engagement and acquisition.
Spherical aims to address the challenge of unifying and activating data that is spread across multiple platforms by enabling interoperability and data portability across brand and media owner tech stacks.
Additionally, Spherical aims to help companies navigate the challenges posed by third-party cookie deprecation, privacy regulations, and walled garden dominance. The platform is integrated with several leading customer data platforms (CDPs) at launch, with plans to expand support to additional CDPs in the future.
Speaking at IAB’s Annual Leadership Meeting today in Florida, Lotame CEO and Founder Andy Monfried shared the news in his main stage talk – From Pain to Power. “There’s no shortage of pain in our industry,” he said. “Everyone wants first-party data but not everyone has it. Many that have it don’t know how to make the most of it. Preserving addressability and data connectivity are gridlocked by a host of macro and micro issues. Spherical was designed to address these sources of pain instead of myopically focusing on symptoms,” he added.
The platform empowers brands and media owners to drive growth and revenue via actionable customer intelligence, data informed audiences and identity powered activation in all environments — cookie-restricted, cookie-enabled or authenticated.
“Spherical empowers digitally native brands to onboard customer emails as they authenticate onsite in real time,” said Carlos Payares, CSO LATAM, Omnicom Media Group. “That eliminates the lag time between first-party data ingestion and activation, and is a tremendous competitive advantage, especially in markets with limited onboarding functionality. We’re excited to test with our clients straightaway,” he added.
