Lotame simplifies complex privacy operations with Ketch

Lotame is a technology company that makes data smarter, faster, and easier to use for digital marketers. Its end-to-end data collaboration platform empowers marketers, agencies, and media owners to access, analyze, and activate the data they need to understand and engage consumers. Its proven commitment to industry interoperability, connectivity, and privacy help drive successful business outcomes for companies on their terms. Lotame is headquartered in the United States and serves global clients in North America, Latin America, Europe, Middle East, Africa, and Asia Pacific.

The challenge: navigating privacy complexity in adtech

As a leading data collaboration platform, Lotame handles data for its internal operations and on behalf of its clients. Unlike brands and publishers who interact directly with consumers, Lotame operates as a data intermediary: they empower digital marketers to connect with audiences using their solutions for data orchestration, audience enrichment, analytics, targeting, and activation.

Lotame’s position within the advertising technology ecosystem makes privacy compliance needs more complex than the average organization. “We’re not your typical publisher or brand with direct consumer relationships. We process data on behalf of business customers, which creates unique compliance challenges,” said Richard Gibbs, Assistant General Counsel, Head of Privacy and Product Counseling at Lotame.

Amidst the growing landscape of U.S. privacy regulations, Lotame recognized the need to future-proof privacy operations. With consumer rights expanding state by state, the company anticipated a rise in data subject requests (DSRs). Lotame wanted a solution that could streamline privacy request response efforts, with essential requirements including: 

• Data subject rights request automation: Handling data subject rights requests manually was increasingly time-consuming. Lotame wanted to automate its operations to prepare for an increase of individual subject requests as regulatory requirements increase. 
• Customizable routing and handling for different request types: Due to their unique position as a data intermediary working on behalf of marketers and brands, Lotame had two major types of data subject rights (DSR) requests to support: one from individuals who are likely employees of a B2B company Lotame engages with, and the other from consumers whose data Lotame processes on behalf of its business customers. Lotame needed a solution capable of identifying and routing these different types of requests appropriately, ensuring compliance for both business-related and consumer-related submissions.
• Business data system integrations: Part of increasing automation and efficiency would certainly be integration with business data systems and applications. Lotame wanted a partner with easy to configure integrations, such as pre-built APIs, and no strain on internal IT and engineering resources. 

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The solution: a flexible, API-driven platform for automation

“Ketch stood out for its visual workflow design and the ability to communicate through APIs directly with our systems,” explained Gibbs. “The flexibility was key for us—we needed a platform that could handle both our consumer requests and our more complex B2B operations, and Ketch delivered.”

Lotame engaged Ketch to deploy Consent Management on its corporate website and DSR Automation, with a focus on designing privacy workflows with buildable automation capabilities to meet Lotame’s unique request types. Key features that helped Lotame streamline their privacy management included:

1. Flexibility to handle B2B and B2C needs

Ketch offered Lotame the ability to easily manage data subject rights both for corporate operations and platform users. This dual capability allowed Lotame to meet the complex needs of their business model, which includes managing data for third-party customers. “Most privacy tech is built for brands and publishers who have direct consumer relationships. Ketch has the flexibility to handle both consumer-facing and B2B privacy operations needs, with extensive customization options for privacy workflow routing and decision-making,” Gibbs emphasized.

2. Simplified DSR workflows

‍In addition to the visual workflow builder (Learn more: Ketch launches No-Code Rights Automation), Ketch provided a simplified frontend experience for users to submit DSR requests to Lotame. “We had to create a number of different forms before Ketch. Now we’re down to just two, and everything is handled through logical choices in the workflows,” said Gibbs. “Ketch has simplified a very complex process.”

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3. API integrations for data systems

‍With the Ketch Integration Library, Lotame will be able to automate the completion of data subject rights requests within their proprietary data systems and business applications, using click-based configuration integrations. By leveraging these pre-built APIs, Lotame will be able to query their unstructured databases and process privacy requests more efficiently, reducing the need for manual intervention. “Ketch’s API capabilities will allow us to automatically pull the necessary data from our systems, streamlining the management of requests across our entire data ecosystem,” said Gibbs.

The outcome: efficiency gains and future-proof compliance

Since implementing Ketch, Lotame has transformed how they manage data privacy operations. The platform has reduced the manual burden on the team while enabling more efficient, accurate, and scalable privacy management.

“No other platform in the privacy and permissioning tech space is building solutions for the adtech industry. Ketch’s capabilities to meet both B2C and B2B privacy requirements for companies like Lotame not only served an unmet need but made our decision to switch vendors much easier.”

- Richard Gibbs, Assistant General Counsel, Head of Privacy and Product Counseling, Lotame

Lotame plans to continue leveraging Ketch’s platform to expand their automation capabilities and ensure compliance with an increasingly complex regulatory environment. As they anticipate further regulatory developments and an increase in DSR requests, Ketch’s scalable solution will allow them to maintain operational efficiency while staying compliant across their global operations.

“The privacy landscape is only going to get more complex, but with Ketch, we feel confident that we’re ready for whatever comes next,” said Gibbs. “Their team is engaged, with an ear towards customer feedback and product improvement. I know we have a committed, innovative partner by our side.”