Lotame Partners with Amplify
DIGITAL ADVERTISING INNOVATOR LOTAME PARTNERS WITH AMPLIFY TO REVOLUTIONIZE THE WAY BRANDS ENGAGE WITH SOCIAL MEDIA AUDIENCES
Lotame and Amplify apply computational linguistics to enhance ad delivery, brand safety and campaign measurement beyond the click
London, UK, AND New York, US: February 2 2009 – Amplify (http://www.openamplify.com), the meaning platform, today announced a partnership with Lotame (http://www.lotame.com), a platform enabling targeted advertising to customizable audiences through social media. Together, Amplify and Lotame will deliver unmatched understanding of the interests, motivations and attitudes of social network audiences. The Amplify-enhanced Lotame service will provide advertisers with improved campaign measurement, brand safety and ad targeting on social networks.
Amplify’s patented computational linguistic technology mimics the process of human understanding to automatically extract the meaning of text in digital content. By automatically scanning for the significant topics, attitudes and pending decisions within any text, Amplify will enable Lotame to accurately measure the impact of campaigns as well as remove the guesswork from brand safety and targeting decisions for its customers. Members of social media sites also stand to benefit by receiving exposure to advertisements that are more relevant to their needs and ultimately more useful.
“To retain our position as a leading provider of social media-powered behavioral targeting, we are constantly on the lookout for new services and technologies that can enhance our offering and benefit our customers. Partnering with Amplify is a great example of that,” said Scott Hoffman, CMO of Lotame. “Amplify’s technology enhances our ability to define custom audiences and track success for ad campaigns, which means that we can provide publishers and advertisers with an unparalleled level of insight and understanding of users of social media at an individual level.”
Amplify delivers a long value tail on each analysis, as the insights gained can be applied over the full life of each social network relationship. Continual monitoring of the network means that the profiles it generates for users are constantly updated with each new communication or piece of content that users add.
“In an environment where advertisers are looking to maximize the value of every banner view and social media publishers are looking for ways to improve the value of their ad inventory, this partnership is helping to define what is possible in social media-powered advertising,” said Mark Redgrave, CEO of Amplify. “By focusing on the social media user, his or her demonstrated interest and what they go on to say about the brand, Lotame has connected advertising value to the real engine of social media – the people.”
Mark added: “This partnership pushes the envelope in terms of monetizing social media. There is no limit to the value that a true understanding of the user’s needs, attitudes and intentions can deliver, and both Lotame and Amplify are committed to optimizing and extending the benefits of this partnership to advertisers, publishers and web users alike.”
ENDS
About Amplify
Amplify (www.openamplify.com) is a web service from technology company Hapax that brings human understanding to content. Using patented Natural Language Processing technology, Amplify identifies the significant topics, brands, people, perspectives, emotions, intentions, actions and timescales contained in text – delivering real-time XML data that enables advertisers, publishers, ad networks to take the guesswork out of brand safety and targeting decisions.
About Lotame
Lotame provides a platform for easily building and addressing customizable consumer audiences based on social media activity in addition to implied or stated interests. Lotame has specifically designed its patented Crowd Control platform to take full advantage of the unique attributes of social media, using participation and user generated content as a foundation for improved campaign performance. Lotame is a member of the Interactive Advertising Bureau (IAB). Please visit www.lotame.com for more information.
Contact:
For Lotame:
Greg Wind
prlotame@perkettpr.com
401-884-3778
For Amplify:
Anthony Loredo
aloredo@horngroup.com
646-202-9770
