Mindshare Wants A Lotame, And A Lot Of You: Cuts Deal Based On How We Spend Time Online

MediaPost Publications, November 11, 2008 — n a Madison Avenue first, WPP's Mindshare unit has cut a deal to begin serving ads to social media users based on the time they actually spend engaged on social media sites, and the advertising content surrounding them. The deal, details of which will be announced today with Lotame, the developer of an advanced audience behavior targeting system, is another step by a major agency away from the classic advertising model of placing ads based on the context of media content and instead moving to one based on the context of the audiences consuming it.

Lotame, which is a truncation of "local, target and message," is a scrappy start-up, has won favor with publishers of mid-tier social networks