Lotame, a global U.S.-based tech company, has added new data collaboration capabilities available through its end-to-end data collaboration platform, Spherical. The new tools are Lotame Collaborate for safe external data sharing, analysis, and activation, and Lotame Onboarding to match first-party data assets, such as email addresses with digital IDs.

With the decline of third-party cookies, digital marketers and media owners are turning to collaborative approaches to improve their data’s scale and value. Spherical, which was launched in January 2023, enables marketers, agencies, and media owners to onboard, analyze, and activate the data they need to understand and engage consumers. Users now have the option of accessing Lotame Collaborate and Lotame Onboarding.

While data clean rooms represent a core capability of data collaboration, Lotame’s Spherical platform differs from a traditional clean room in that it addresses a company’s internal needs to collect and connect its first-party data for analysis and activation, with the ability to enrich, analyze and activate that data with external partners. Lotame data is sourced from a network of global partners thoroughly vetted by the company’s data supply team.

Lotame Collaborate is the evolution of Lotame’s private, and secure data exchange, PDX, that it introduced in 2019. With Collaborate, multiple parties can share permissioned data within the platform. Unlike data clean rooms, Lotame Collaborate addresses a company’s needs to enrich, analyze, and activate first-party data with external partners. It also allows marketers to combine authenticated (logged-in) and non-authenticated (web visitation) data. This integration results in more data available for analysis and scalable activation. Lotame Collaborate is now available to Lotame users globally.

Lotame Onboarding, the new tool for matching first-party data assets with digital identifiers, gives users the capability to retarget audiences effectively and uses first-party data as a foundation for reaching larger audiences. Onboarding is now available in the U.S., with other markets coming soon.

Lotame is headquartered in the United States and serves global clients in North America, Latin America, Europe, Middle East, Africa and Asia Pacific.