Broker profile

Lotame

A Maryland-based identity-resolution and DMP company founded in 2006, operating since April 2025 as part of Epsilon under Publicis Groupe (Euronext Paris: PUB). Its flagship product is Panorama ID, a cookieless people-based identifier that ties browser, mobile, CTV, and offline signals into a single per-person view, reportedly deployed on 65,000+ publisher sites and powering 1.6 billion+ IDs. Lotame also runs the Lotame Data Exchange, a third-party data marketplace spanning 109 countries. Its standalone California data-broker registration (#186954) was retired when Lotame merged into Epsilon Data Management in October 2025, so Epsilon's filing now covers it.

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Lotame overview

At a glance

Quick facts
Privacy Risk
LimitedModerateSubstantialExtensive
Data published
Moderate
Re-listing frequency
Occasional
Complaint record
Not established
Opt-out friction
Moderate
Operator opacity
Fully disclosed
Prior data incidents
None documented

Each broker is scored 1 to 4 across the six dimensions above; higher means more exposure, and the overall gauge is their average.

Complaint record is not established for this broker, so it is left out of the gauge rather than averaged in as a number nobody researched. The figure above is the average of the other five dimensions.

What each dimension means
  • Data published: how much and how sensitive the personal data they put out.
  • Re-listing frequency: how quickly you reappear after opting out.
  • Complaint record: the volume and pattern of complaints across BBB, Trustpilot, and Sitejabber. No listing, or a listing with no reviews, counts against the broker.
  • Opt-out friction: how hard the removal process is to complete.
  • Operator opacity: how hidden the operating company and its principals are.
  • Prior data incidents: history of breaches or leaks of the data they hold.
Category

Identity resolution · DMP · audience data

Operating entity

Epsilon Data Management, LLC (Lotame division)

Founded

2006

Headquarters

8890 McGaw Rd, Columbia, MD

Ownership

Publicis Groupe / Epsilon

Profile scale

1.6B+ IDs · 65K+ publishers · 109 countries

CA registration

Via Epsilon Data Management since the Oct 2025 merger

FCRA covered?

No

Background

Background

Company history

Lotame's modern product is the Panorama ID: a cookieless, people-based identifier built on top of the Panorama Identity Graph that ties consumer signals across browsers, mobile devices, CTV, and offline records into a single per-person view. Publishers, advertisers, agencies, and other data brokers license access to Panorama IDs and to Lotame's third-party data marketplace (Lotame Data Exchange) for audience targeting, audience extension, ad measurement, and cross-device attribution. Lotame does not run a consumer-facing search site; the data lives in enterprise APIs, DMP integrations, and ad-platform connections.

Founded

2006, Columbia, Maryland

Audience Network

Launched 2007

First DMP

Launched 2011

Lotame Data Exchange

Launched 2012

AdMobius acquisition

2014

Panorama Identity Graph

Launched 2019

Panorama ID launched

2020 (cookieless ID)

Spherical platform

2022

Publicis announces deal

March 6, 2025

Acquisition closes

April 2, 2025

Lotame spent 2006-2025 as an independent privately held DMP and identity-resolution company. An industry database estimates that it raised roughly $61.7 million and reached approximately $125 million in annual recurring revenue by 2024. The big strategic pivot was 2019-2020: ahead of Google's announced (and repeatedly delayed) third-party-cookie deprecation timeline, Lotame launched Panorama Identity Graph and then Panorama ID to position itself as the canonical cookieless identifier for the open web - explicitly not dependent on Google's or Apple's privacy decisions.

On March 6, 2025, Publicis Groupe announced its acquisition of Lotame and the deal closed April 2, 2025. Terms were not disclosed. The strategic framing from Publicis was that the combined Epsilon + Lotame footprint would push Publicis's "unique profiles" footprint to ~4 billion consumers globally and extend coverage to roughly 90% of the world's consumer population. Lotame's data assets feed into Publicis CoreAI, the agency holding company's AI-driven operating system for media planning and creative execution.

Lotame is a different shape of "data broker" than the people-search brokers in this directory. Like LiveRamp, Acxiom, Epsilon, and AtData, Lotame is enterprise-only - the data lives in paid APIs and DMP integrations rather than a consumer-facing search page. The privacy concern is the per-person identity-resolution scale: even though individual signals (a browser cookie, a mobile ad ID, a CTV-device hash) are not necessarily sensitive on their own, the resolved Panorama ID profile that ties name + browser + phone + TV + offline behavior together is uniquely powerful, and uniquely useful to anyone who buys an audience segment built on top of it.

The Publicis / Epsilon relationship. Lotame and Epsilon are now under the same parent and share a unified privacy / DSR infrastructure (the legal.epsilon.com/dsr/ form is the canonical request channel for both). For the broader Publicis-side context, see the Epsilon profile (including Epsilon's $150M DOJ deferred-prosecution agreement). A request submitted through the unified Epsilon DSR form reaches both companies' data, but Lotame's Services Privacy Notice limits that form to personal data held in the Lotame Data Exchange Marketplace; for data Lotame processes on behalf of a business customer, such as a publisher or advertiser, you have to contact that company.

Data Published

Data types

Panorama ID + Data Exchange

  • Online identifiers: browser cookies, mobile advertising IDs (IDFA / GAID), connected-TV device IDs, hashed email/phone identifiers

  • IP addresses and approximate geolocation

  • Internet activity: browsing behavior, page views, ad interactions, content consumption, search queries

  • Cross-device behavioral histories tied together via the Panorama Identity Graph

  • Professional / employment-related inferences

  • Demographic and household composition (sourced via Lotame Data Exchange partners)

  • Audience-segment membership (predicted purchase intent, lifestyle interests, product affinity)

  • CTV viewing-behavior signals (Vizio-style smart-TV audience data is a historical category for Lotame's network)

  • Panorama ID itself: the universal pseudonymous identifier assigned per resolved consumer profile

How the data is sourced: Publishers (the 65,000+ sites running Lotame's tags), data partners (the brokers and publishers feeding Lotame Data Exchange), advertisers uploading first-party data for matching, and historic third-party-cookie syncs that have been migrated forward into Panorama ID. Lotame positions itself as identity infrastructure for the open web - the alternative to walled-garden identifiers like Google's Topics API, Apple's SKAdNetwork, or The Trade Desk's UID2.

Cookieless does not mean profile-less. Panorama ID is explicitly marketed as "cookieless" - meaning it does not require third-party cookies to function. But the underlying identity graph is still resolving signals to a per-person profile; the cookieless framing describes the technical mechanism, not a reduction in tracking scope. From a consumer-privacy standpoint, the resolved Panorama ID is just as much an identity- dossier as the cookie-based identifiers it's designed to replace.

Contact

Contacts & links

Epsilon Data Management, LLC
Operating entity

Epsilon Data Management, LLC (Lotame division)

Headquarters

8890 McGaw Road, Suite 250 Columbia, MD 21045 +1 (410) 379-2195

Consumer privacy phone (US)

+1 (866) 267-3861

Browser opt-out tool

lotame-optout.com

Data Subject Rights form

legal.epsilon.com/dsr/

Corporate privacy notice

lotame.com/privacy/privacy-notices/corporate

Services privacy notice

lotame.com/privacy/services-privacy-notice

CA Data Broker registration

No standalone Lotame listing since the October 2025 merger into Epsilon Data Management - cppa.ca.gov/data_broker_registry/

General website

https://www.lotame.com/

Network

Sister brands

Epsilon division · April 2025

Lotame sits inside Epsilon under Publicis Groupe as of April 2, 2025. The relevant peer group is split between the Publicis / Epsilon corporate family (unified DSR pipe) and the broader marketing-data / identity-resolution ecosystem this directory tracks.

How Lotame differs from the identity-resolution peers in this directory. LiveRamp built its identity graph around offline-to-online matching anchored in postal / email / phone data. AtData is email-first. Acxiom historically built around postal direct mail and consumer surveys. Lotame's positioning is different, resting on a cookieless ID built specifically for the publisher-and-ad-tech side of the open web - browser, mobile-app, and CTV signals are the primary input surfaces, with email and offline data added on top via partner integrations. That distinction matters for opt-out: the Lotame browser tool at lotame-optout.com addresses the cookie / device dimension; the legal.epsilon.com/dsr/ form addresses the resolved-identity dimension.

Related broker network: Publicis / Epsilon family (unified DSR pipe)

Since April 2025, Lotame and Epsilon share a single Data Subject Rights infrastructure at legal.epsilon.com/dsr/. A request submitted there reaches both companies, but on Lotame's side it only covers data held in the Lotame Data Exchange Marketplace; data Lotame processes for a business customer needs a request to that customer. For the broader Publicis Groupe portfolio - which includes the Publicis advertising agencies and several other data-and-marketing-services brands - separate flows may apply; the unified DSR form is specifically for Epsilon and Lotame as one block.

  • Lotame (this page)
  • Epsilon (now-sister brand; profiled in this directory)
Owned or operated by Epsilon3 entities in this network · Publicis Groupe (Ad holding co (PUB)) at the topExplore the full map

Reputation

Trust signals

B2B-only; minimal consumer-side presence

Lotame is enterprise-only - the customers (publishers, advertisers, agencies, other data brokers) interact through APIs, DMP integrations, and enterprise contracts, not consumer-facing products. Consumer-side trust signals are thin accordingly. The available signals are the California data broker registry - where Lotame's standalone registration (#186954) was retired after the October 2025 merger into Epsilon Data Management, whose registration now covers it - and the April 2025 Publicis acquisition, which subjects Lotame to a publicly traded parent company's compliance and disclosure standards.

California Data Broker RegistryNo standalone Lotame listing in the current registry. Epsilon's own filing records that Lotame Solutions, Inc. was merged into Epsilon Data Management, LLC in October 2025, so Epsilon's registration covers it. Lotame previously filed as #186954.Via EpsilonAs of Aug 5, 2026CPPA registry ↗
Trustpilotlotame.com · unclaimed profile · 0 reviewsNo reviewsAs of Sep 18, 2026Trustpilot ↗
SmartCustomer (formerly Sitejabber)lotame.com · listing exists with no reviews0 reviewsAs of Sep 18, 2026SmartCustomer ↗
Publicis Groupe (parent)Euronext Paris: PUB · publicly traded; material litigation disclosed in interim and annual filings post-acquisitionPublic-co disclosureAs of Current filingsPublicis Groupe ↗

  • "Cookieless" framing of Panorama ID being a marketing message rather than a privacy reduction - the underlying identity-graph scope is roughly equivalent to the third-party-cookie ecosystem it replaces

  • Cross-device tracking via Panorama ID being more pervasive than consumers realize - publisher integrations are not always disclosed clearly on participating sites

  • Data-marketplace resale (Lotame Data Exchange) - Lotame customers can on-sell audience segments built from Lotame's data, expanding reach beyond direct relationships

  • CTV (connected-TV) signal collection - Lotame was a defendant in the 2016 Vizio smart-TV class action that originally surfaced this exposure category

  • Post-Publicis unified DSR pipe is more discoverable than the pre-acquisition Lotame-specific opt-out, but consumers may not realize a Lotame opt-out and an Epsilon opt-out are now the same form

Common consumer-side themes:

Litigation

Litigation history

Patent suit closed; older Vizio multi-defendant case

No FTC enforcement, state Attorney General consent decree, or major private consumer-privacy class settlement is currently on the public record against Lotame as a standalone defendant. The two named matters are a 2024 patent-infringement suit (AlmondNet) closed in March 2025, and a 2016 smart-TV multi-defendant class action (Vizio) that named Lotame among many ad-tech defendants.

AlmondNet, Inc. v. Lotame Solutions, Inc.

Closed Mar 12, 2025

U.S. District Court, District of Delaware · 1:24-cv-00376 · Judge Maryellen Noreika · patent infringement

Court

D. Del.

Filed

March 22, 2024

Closed

March 12, 2025

Claims

Patent infringement on 5 AlmondNet ad-tech patents

Nature

Patent suit

Outcome

Closed

AlmondNet filed the case in March 2024 against Lotame in the District of Delaware alleging infringement of five patents covering ad-targeting and audience-segment-delivery technology - the same patents AlmondNet has asserted against several other ad-tech defendants. Lotame moved to dismiss in June 2024. The case closed on March 12, 2025; the closure docket entry came roughly three weeks before the Publicis acquisition closed April 2, 2025. Public records do not disclose settlement terms. This is a patent-infringement matter, not a consumer-privacy matter; it does not affect a consumer's opt-out rights.

Kuntzman et al. v. WPP Group USA, et al. (Vizio multi-defendant class action)

Multi-defendant · Resolved

U.S. District Court, Central District of California · 8:16-cv-760 · filed April 2016 · smart-TV viewing-data sharing class action

Filed in 2016 against Vizio and several advertising and data broker defendants, including Lotame and WPP Group, this class action alleged that Vizio shared de-identified smart-TV viewing data with third parties knowing the data could be re-identified. The matter resolved with Vizio agreeing to an FTC consent order ($2.2M civil penalty, February 2017) and separate class settlement. Lotame was a named defendant in the original complaint, but the case proceeded primarily against Vizio. No public source identifies a payout attributable to Lotame. The case provides context for Panorama ID's CTV signal-collection footprint.

Related and contextual matters worth noting:

  • No FTC enforcement against Lotame specifically. The 2017 Vizio FTC consent order named Vizio as the primary respondent, not Lotame.
  • No state Attorney General consent decree against Lotame on the public record. The former standalone California data broker registration (#186954) was an annual compliance filing, not an enforcement event; since the October 2025 merger, Epsilon Data Management's registration covers Lotame.
  • The broader CIPA / Wiretap wave. California-court litigation against identity-resolution and marketing-data brokers has intensified 2024-2025 (see the active LiveRamp N.D. Cal. case and the Oracle / Datalogix $115M Katz-Lacabe settlement). Lotame has so far avoided being named in those specific cases, but the underlying legal theory applies structurally to Panorama ID's identity-resolution footprint as well.
  • Post-Publicis disclosure obligations. Publicis Groupe (Euronext Paris: PUB) is publicly traded; material litigation against Lotame as an Epsilon division now appears in Publicis's interim and annual financial filings.

FAQ

Q & A

Common questions
Is Lotame a data broker?

Yes. Lotame is an enterprise-facing identity-resolution and data-management-platform (DMP) broker, now a division of Epsilon Data Management, LLC. Lotame Solutions, Inc. filed with the California data broker registry as #186954 until its October 2025 merger into Epsilon, whose registration now covers it. Its flagship product is Panorama ID - a cookieless, people-based identifier that ties together browser, mobile, CTV, and offline signals into a single per-person view. Lotame also operates the Lotame Data Exchange, a third-party data marketplace covering 109 countries. The data product is sold B2B to publishers, advertisers, agencies, and other data brokers; Lotame does not run a consumer-facing search site.

Who owns Lotame?

Lotame is owned by Publicis Groupe (Euronext Paris: PUB) and operates as part of Epsilon, Publicis's data and marketing-services arm. Publicis announced the acquisition on March 6, 2025 and closed it on April 2, 2025; financial terms were not disclosed. Epsilon's California data-broker registry filing records that Lotame Solutions, Inc. was formally merged into Epsilon Data Management, LLC in October 2025. Before the Publicis acquisition, Lotame was a privately held independent company headquartered at 8890 McGaw Road, Suite 250, Columbia, Maryland.

What information does Lotame collect?

Lotame's California-disclosed data categories cover identifiers (online identifiers, IP addresses, mobile advertising IDs, cookie IDs), internet and electronic-network activity (browsing behavior, ad-interaction data, content engagement), approximate geolocation, professional and employment-related inferences, and behavioral inference segments (consumer preferences, characteristics, predicted purchase intent). The Panorama Identity Graph ties these signals together across browsers, mobile devices, CTV, and offline records into per-person Panorama IDs - reportedly powering 1.6 billion+ IDs.

Can I remove myself from Lotame?

Yes - through two separate paths. The browser-based opt-out at lotame-optout.com sets an opt-out cookie that stops Lotame using your current browser's Panorama ID and Lotame PID. It doesn't delete a profile on the spot; Lotame's privacy notice says those IDs leave its platform only after its retention period, and data collected for its business customers isn't deleted. The full CCPA / CPRA / GDPR data-subject-rights flow runs through the unified Epsilon Consumer Privacy Request Form at legal.epsilon.com/dsr/ (Lotame routes there post the April 2025 Publicis acquisition). Per Lotame's privacy notice that form only covers personal data held in the Lotame Data Exchange Marketplace; for data Lotame processes on behalf of a business customer, such as a publisher or advertiser, you have to contact that company. US consumers can also call +1-866-267-3861. Lotame's privacy notice says it confirms requests within 10 days and makes a good-faith attempt to fulfill them within 30 (faster where statutory law requires). See our Lotame removal guide for the field-by-field walkthrough on both paths.

Has Lotame been involved in any major lawsuits?

Lotame was named as a defendant in AlmondNet, Inc. v. Lotame Solutions, Inc. (D. Del., No. 1:24-cv-00376), a patent-infringement suit filed March 22, 2024 covering five AlmondNet ad-tech patents. The case was closed on March 12, 2025 - the closure landed in the weeks immediately before the April 2025 Publicis acquisition. Lotame was also named in the multi-defendant Kuntzman et al. v. WPP Group USA / Vizio class action filed in the Central District of California in 2016 over smart-TV viewing-data sharing. No FTC enforcement action or state Attorney General consent decree is currently on the public record against Lotame as a standalone defendant.

Is Lotame covered by FCRA?

No. Lotame is not a Consumer Reporting Agency under the Fair Credit Reporting Act. Its data is audience-segment and identity-resolution data sold for marketing and advertising, not consumer reports, and Lotame's terms prohibit use for FCRA-covered decisions (employment screening, tenant screening, credit, or insurance). The applicable framework is state-level privacy law (CCPA / CPRA in California, plus VA / CO / CT / UT and growing list) and GDPR for EU / UK residents. Post the Publicis acquisition, Lotame operates within Epsilon's CCPA / CPRA compliance footing.

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Last updated:

September 18, 2026 · Rechecked live, including Lotame's Services Privacy Notice and the Trustpilot, SmartCustomer and BBB listings. Registration status follows the CPPA registry, where Lotame's standalone listing is retired and Epsilon Data Management's filing has covered it since the October 2025 merger