Lotame Panorama ID

Independent, neutral data and identity solutions provider for the open web, competing against both walled gardens and specialist identity vendors

Lotame is a global data solutions company headquartered in Columbia, Maryland, that has evolved from a pioneering data management platform (DMP) provider into a comprehensive data connectivity and identity company. Its flagship product, the Lotame Panorama ID, is a privacy-first, cookieless identity solution designed to help the open web ecosystem maintain addressability as third-party cookies are deprecated. The Panorama ID is built on a combination of deterministic and probabilistic signals, enabling cross-device and cross-publisher audience recognition at scale across North America, APAC, and LATAM markets. Lotame's platform suite includes its legacy DMP for audience segmentation and data management, a Customer Data Platform (CDP) for first-party data activation, and data enrichment services powered by its extensive third-party data marketplace. The company positions itself as a neutral, independent data infrastructure provider, making it attractive to publishers and advertisers who want an alternative to walled-garden identity solutions from Google, Meta, or Amazon. Lotame has been particularly active in emerging markets where cookieless infrastructure is being built from the ground up. In the competitive AdTech identity landscape, Lotame competes with LiveRamp, The Trade Desk's Unified ID 2.0, ID5, and other identity resolution providers. Its key differentiator is the Panorama ID's global reach and its interoperability with multiple identity frameworks. Lotame has historically served mid-market and enterprise publishers, agencies, and brands, and continues to invest in privacy-compliant data solutions as the industry navigates signal loss and regulatory pressure.