Lotame’s new tool tells marketers more about what you read on the Web

Today, data management platform (DMP) Lotame  is announcing a new Semantic Classification Tool that it says offers “greater granularity” about the content of web pages you visit.

Instead of just relying on the page’s metadata — like navigational breadcrumbs or search keywords — as some content analyzers do, the tool can assess that you’re interested in, say, “fine dining restaurants on the Upper East Side.” By contrast, the company said, other services may only tell the publisher that you looked at a page about restaurants in New York.

Lotame is oriented toward the needs of publishers. You visit a particular page on the publisher’s website, and the tool adds attributes to your anonymous profile for that site, which is stored in a Lotame cookie (a small file) on your computer.

This ability to cross-match the user on mobile devices, and classification granularity, he said, make Lotame’s new tool different from similar point solutions offered by Proximate or Sizmek’s Peer39.

http://venturebeat.com/2015/08/14/data-platform-lotame-adds-a-new-tool-to-better-understand-the-web-pages-you-read/