Lotame

Independent global data enrichment and cookieless identity platform serving publishers, marketers, and agencies across 100+ countries

Lotame is a global data solutions company specializing in data enrichment, identity resolution, and audience activation for the digital advertising ecosystem. Founded in 2006 and headquartered in Columbia, Maryland, Lotame operates a Data Exchange and offers its proprietary Panorama ID — a privacy-first, cookieless identity solution designed to help the industry navigate the deprecation of third-party cookies. The company serves publishers, marketers, and agencies across more than 100 countries, providing tools to collect, enrich, and activate first-, second-, and third-party data at scale. Lotame's core platform, Spherical, functions as a unified data collaboration environment that combines data management, enrichment, and identity capabilities. The company differentiates itself through its global data marketplace and its cookieless identity infrastructure, which has gained significant traction as the industry shifts away from cookie-based targeting. Lotame's Panorama ID is built on a consortium model, aggregating signals from thousands of publisher partners to create a persistent, interoperable identifier. In the competitive AdTech landscape, Lotame positions itself as an independent, neutral data partner — a key differentiator from walled gardens and platform-owned data solutions. The company has historically competed with legacy DMPs like Oracle Data Cloud and Salesforce DMP, while also evolving to address the modern data collaboration and clean room space. Lotame's independence and global reach make it a significant player in the post-cookie identity ecosystem.