Amplify (http://www.openamplify.com), the meaning platform, today announced a partnership with Lotame (http://www.lotame.com), a platform enabling targeted advertising to customisable audiences through social media.
Together, Amplify and Lotame will deliver unmatched understanding of the interests, motivations and attitudes of social network audiences. The Amplify-enhanced Lotame service will provide advertisers with improved campaign measurement, brand safety and ad targeting on social networks.
Amplify’s patented computational linguistic technology mimics the process of human understanding to automatically extract the meaning of text in digital content. By automatically scanning for the significant topics, attitudes and pending decisions within any text, Amplify will enable Lotame to accurately measure the impact of campaigns as well as remove the guesswork from brand safety and targeting decisions for its customers.
Members of social media sites also stand to benefit by receiving exposure to advertisements that are more relevant to their needs and ultimately more useful.
“To retain our position as a leading provider of social media-powered behavioural targeting, we are constantly on the lookout for new services and technologies that can enhance our offering and benefit our customers. Partnering with Amplify is a great example of that,” said Scott Hoffman, CMO of Lotame.
“Amplify’s technology enhances our ability to define custom audiences and track success for ad campaigns, which means that we can provide publishers and advertisers with an unparalleled level of insight and understanding of users of social media at an individual level.”
Amplify delivers a long value tail on each analysis, as the insights gained can be applied over the full life of each social network relationship. Continual monitoring of the network means that the profiles it generates for users are constantly updated with each new communication or piece of content that users add.
“In an environment where advertisers are looking to maximise the value of every banner view and social media publishers are looking for ways to improve the value of their ad inventory, this partnership is helping to define what is possible in social media-powered advertising,” said Mark Redgrave, CEO of Amplify. “By focusing on the social media user, his or her demonstrated interest and what they go on to say about the brand, Lotame has connected advertising value to the real engine of social media – the people.”
Mark added: “This partnership pushes the envelope in terms of monetising social media. There is no limit to the value that a true understanding of the user’s needs, attitudes and intentions can deliver, and both Lotame and Amplify are committed to optimizing and extending the benefits of this partnership to advertisers, publishers and web users alike.”
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