Below is a copy of a note that was posted on our corporate site. I wanted to post it here as well.
News
A Note from Lotame Founder and CEO, Andy Monfried
Colleagues, Clients, Partners & Friends,
Important, positive and, yes, inevitable change is underway at Lotame and I’m excited to share the news.
In 2006, I, along with a few former colleagues from Advertising.com, set out to create a technology that would revolutionize the way data was used to drive results for online publishers and marketers. While at the time we were unaware we were building the forerunner to what today is the data management platform (DMP), we knew we were on to something big.
As the technology evolved, we realized we needed a real world proving ground to road test our platform – aptly named Crowd Control. So we decided to build our own network, and thus, the Lotame Media Group (LMG) was born.
The network was a necessary and integral part of Lotame’s business. 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 – a formula that consistently drove and continues to drive stand out results for our brand clients and publisher partners.
In the five years since its inception, LMG has yielded two important things. First, a superior technology and UI widely acknowledged as the best in the business. And second, a certainty that the path on which we originally embarked was indeed the right one to have gone down.
Now, as is always the case with technology companies, our business has evolved, and it’s evolved beyond the need for the network. Over the coming months, we will be sunsetting LMG, eventually phasing it out entirely. Shuttering LMG was difficult because it worked well for our clients and taught us a great deal about how to effectively manage data. But I’m entirely confident I’ve made the right call as the decision enables us to renew our commitment to being the DMP by which all others are judged.
Bottom line, Crowd Control is the most robust platform with the best audience management technology, the most intuitive UI, the most advanced data monetization tools and the most relevant and actionable analytics. Using Crowd Control publishers like Conde Nast can respond to more RFPs, differentiate their inventory with more advanced targeting and earn additional revenue from data sales. Advertisers can better understand audiences and can target and retarget additional consumers of similar interests by leveraging comprehensive pre and post campaign insights.
My team and I stand ready to answer questions about how the most fully developed and most feature rich DMP, backed by the most experienced team in the business can support your marketing objectives. Please let us know how we may be of service.
On behalf of everyone at Lotame in our offices around the country, thanks for your continued support. I hope you share my enthusiasm about this important evolution of our business.
-Andy
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