CarDekho leverages Syndicate – Lotame’s private second-party data marketplace for advanced audience targeting and campaign optimization
CarDekho, India’s number one auto site digitizing the entire Indian auto ecosystem, today announced a partnership with Lotame, the data solutions company. The partnership empowers advertisers in delivering deeper and more focused engagement with their respective audiences.
This partnership is in response to the growing need of quality data as a valuable and trusted business driver for businesses. Now, CarDekho and its sister sites – Gaadi.com, ZigWheels, BikeDekho and PowerDrift — will be able to share user attributes of their audience base with any advertiser for better targeting and campaign performance. Furthermore, advertisers can bring various custom user segments into popular ad-buying platforms in a seamless, secure and transparent manner.
Umang Kumar, President, CarDekho said, “We look forward to this partnership with Lotame to deliver even more value, greater transparency and precision for our business partners in online marketing. Girnarsoft’s massive reach and intelligence coupled with Lotame’s capabilities will drive deeper engagement with the users at scale and will prove to be a business enabler for our business partners”.
Launched in 2013, Syndicate is Lotame’s private second-party data marketplace, connecting premium publishers directly with brands, agencies and other participating data buyers. Data sellers can use Syndicate to monetize their first-party data with complete transparency, while still being able to maintain control over pricing and other commercial terms. And data buyers can use this high-quality second-party data to target audiences not otherwise available, leading to improved campaign performance, and increased campaign size. Syndicate offers two methods for accessing second-party data: either within the Lotame DMP between DMP clients, or directly through DSPs for greater reach.
“Lotame is dedicated to delivering actionable insights, measurable results and value for our clients,” said Jason Downie, Chief Strategy Officer at Lotame. “There is a huge demand for quality second-party data everywhere as it represents tremendous value for marketers. This partnership with CarDekho is the first of its kind, allowing an automobile brand to track specific leads based on model, location, time, propensity to buy, and more. It helps them understand more about this user base to prospect more intelligently.”