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Can consumer surveys help programmatic advertisers better understand the audience that they buy before actually spending any money? Lotame and Survata think so, as the two digital companies today are announcing a partnership to create what they are calling a segment validation product.
Here’s how it theoretically works: Lotame, a data management platform (DMP) for advertisers, will supply more than 8 billion data points to which Survata will ping back against and survey an actual audience. The brand client will then independently target the right participants with ads.