Lotame unveils Cartographer, its new approach to tracking user identity

Lotame, a company offering data management tools for publishers and marketers, today unveiled a new product called Cartographer — described by CMO Adam Solomon as “our new people-based ID solution.”

In other words, it’s Lotame’s offering to help businesses connect their visitor and customer data across platforms and devices.

We’ve written about plenty of other cross-device targeting technologies — and in fact, Lotame acquired one of them, AdMobius, in 2014. But Solomon said the landscape has become more challenging given privacy regulations and especially updated browsers that place new limits on the types of cookies that can be used to track users.

“There’s been an explosion of first-party cookies,” Solomon said, referring to cookies that are stored on the domain you’re actually visiting (as opposed to third-party cookies, which are increasingly blocked).

He argued that these “short-lived” cookies then create problems for publishers: “If you’re in Safari visiting the same site every day, a new ID could be generated” each day. So Cartographer deals with this by using data science and machine learning to attempt to “cluster” different IDs together that likely belong to the same user.

“Every day when we see an ID, we’ll capture it,” Solomon said. “We’re graphing

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