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Lotame, a recently launched behavioral ad solutions service, has just announced a multi-million Series A round of financing, led by Battery Ventures. Existing investors Hillcrest management and Betaworks also participated in this round, providing Lotame the means to grow its business, and likely expand its clientele.
There's a good amount of activity going on around the behavioral advertising arena, especially for widgets and other nimble, interactive forms of advertising that fits well with social media. Lotame, which does focus on social media, is more of a research firm in that it aggregates data from multiple resources in order to provide its clients with a conclusive set of data sets in order to shape and reshape their own advertising campaigns. In this way, Lotame is taking more of a third-party, independently verifying approach to behavioral advertising, which can be tailored to both the publishers' and the advertisers' ends of te spectrum.
Whether a company would like to use the data for reselling to another type of an ad network, or simply to improve its own, Lotame's claim is to make its clients smarter. While Lotame relies on aggregated data from multiple resources, it seems as though the company may need to collect data from oter third-party sites in order to provide a significant amount of value to its initial clients. But as Lotame builds up its own clientelle and begins aggregting even more information from their ad campaigns, it will be able to use this data against itself, and offer a customized roadmap for a company's future campaigns.