• Lotame, a customer data platform (CDP) and data marketplace announced that Google has integrated Lotame’s Panorama ID into its supply-side platform (SSP).  Launched first in October 2020, Panorama ID which is built on a patented graphing technology provides visibility over a target audience without relying on third-party cookies. 

• Users of Google’s ad manager would be able to leverage Lotame’s Panorama ID to uncover customer insights on cookieless web browsers such as Safari and Firefox to provide targeted customer experiences.  

• With the addition of Google, Lotame’s Panorama ID is now integrated with 41 SSPs including OpenX, PubMatic, Sovrn, and Smart AdServer. It is also used by 100+ AdTech solutions including DV360, the Trade Desk, and Xandr. 

• The firm also claims that as of April 2022, the Panorama ID is the second-most adopted cookieless ID solution in the world, used by more than 18,000 publishers globally. 

Analyst QuickTake: As a first mover in the privacy-first customer identifier space, Lotame has gained an edge over its peers in the open web ad space, which is evident in the number of SSPs and publishers that have adopted its Panorama ID. The integration with Google, one of the top three “walled garden” (a closed platform where the platform provider has total control over the content) ad marketplaces is likely to further encourage the adoption of its cookieless ID solutions.