Lotame Panorama ID

Independent, vendor-neutral data solutions provider with a leading cookieless identity offering for the open web, particularly strong in emerging markets

Lotame is a global data solutions company specializing in audience data management and cookieless identity resolution for the open web. Founded in 2006, the company provides a Data Management Platform (DMP), a Customer Data Platform (CDP), and its flagship Panorama ID — a privacy-first, cookieless identity solution designed to help the programmatic advertising ecosystem navigate the deprecation of third-party cookies. Lotame's technology enables publishers, advertisers, and agencies to connect, enrich, and activate first-party and third-party data across fragmented digital environments. Lotame's Panorama ID is particularly notable as one of the few identity solutions with meaningful scale in emerging markets, including Latin America, Southeast Asia, and other regions where cookie-based tracking has historically been less reliable. The solution is built on a combination of deterministic and probabilistic matching, leveraging a global data consortium to extend reach beyond walled gardens. This positions Lotame as a key infrastructure provider for the open web's identity layer. In the competitive AdTech landscape, Lotame competes with identity solution providers like LiveRamp, The Trade Desk's Unified ID 2.0, and ID5, as well as DMP/CDP players like Oracle Data Cloud and Salesforce Audience Studio. Lotame differentiates itself through its global footprint, focus on cookieless-first architecture, and its interoperability with multiple identity frameworks, making it a pragmatic choice for organizations seeking a vendor-neutral data strategy.