Lotame Panorama ID Integration with PubMatic and MediaMath: What It Signals for the Cookieless Transition
The advertising industry has talked about life after third-party cookies for years. Now, it is actively building it. The integration of Lotame's Panorama ID into both PubMatic and MediaMath is not just another identity announcement. It is a practical signal that cookieless infrastructure is moving from theory into scaled execution across the programmatic supply chain.
As publishers, agencies and advertisers reassess how addressability, measurement and monetisation will work without cookies, partnerships like this matter. They show where identity is becoming operational, not just experimental, and what kinds of solutions are gaining traction across both the sell side and buy side.
Clarifying the roles in the ecosystem
At the centre of this development is Lotame, a long-established data solutions provider best known for its data management platform capabilities. Lotame's core value has always been helping organisations collect, unify and activate audience data responsibly. Panorama ID extends that remit into the identity space, positioning Lotame as an infrastructure player rather than just a data provider.
PubMatic represents the supply-side anchor in this integration. As one of the largest independent SSPs, it plays a critical role in how publishers monetise inventory and how addressability solutions are applied at scale. Any identity solution that works within PubMatic immediately gains relevance across premium web, in-app and CTV inventory.
MediaMath completes the loop on the demand side. As an omnichannel DSP, it enables agencies and advertisers to activate audiences across display, video, CTV and digital out-of-home. Identity solutions that integrate cleanly into DSP workflows are far more likely to be tested and adopted, because they reduce operational friction at campaign level.
Taken together, this integration spans the full programmatic transaction. That is what makes it strategically meaningful.
What Panorama ID is, and what it is not
Panorama ID is positioned as a global, people-based identifier designed to function without third-party cookies. Rather than relying on a single signal, it resolves identity across multiple inputs and environments, from traditional web to connected television.
What matters here is not the label, but the design philosophy. Panorama ID does not attempt to replace cookies one-for-one. Instead, it acknowledges that the future of addressability will be fragmented by browser policies, device types and regulatory constraints. Its value lies in unifying identity where possible, and remaining functional where cookies simply do not exist.
This is a critical distinction. Many early post-cookie solutions struggled because they were built as cookie substitutes rather than cookie alternatives. Panorama ID is explicitly designed for a multi-environment reality.
Why this integration matters now
The timing of this partnership is as important as the technology itself. Safari and Firefox have already restricted third-party cookies. Chrome continues to test and iterate on Privacy Sandbox proposals. Meanwhile, advertisers are under pressure to maintain performance without breaching privacy expectations.
By integrating Panorama ID into both PubMatic and MediaMath, Lotame is effectively lowering the barrier to real-world testing. Advertisers do not need to bolt on a standalone identity layer or redesign their activation stack. Publishers can offer an additional addressability option without reengineering their monetisation setup.
Andrew Baron, Senior Vice President of Identity and Marketplace at PubMatic, captured the broader industry mood when he noted that the future of audience addressability will not be one-size-fits-all. That sentiment reflects reality. The post-cookie world will be messy, pluralistic and layered. Solutions that assume otherwise are unlikely to scale.
Implications for publishers
For publishers, this integration creates another monetisation pathway that is not dependent on legacy cookie targeting. That is particularly valuable in environments where cookies are already ineffective or unavailable, such as CTV and mobile in-app.
People-based identifiers like Panorama ID allow publishers to maintain audience value while respecting browser and platform constraints. They also support a shift towards first-party and second-party data strategies, where publishers retain more control over how their audiences are represented and sold.
Implications for advertisers and agencies
On the buy side, the value lies in optionality. Advertisers can test Panorama ID alongside other identity solutions, compare performance, and build a diversified addressability strategy rather than betting on a single approach.
Because Panorama ID is available through familiar platforms, experimentation becomes more feasible. That matters. The advertisers who struggle most in the cookieless transition will be those who delay testing until cookies are effectively gone.
Core capabilities worth understanding
Several aspects of Panorama ID stand out in the current identity landscape.
First is its cross-device orientation. Cookie-based tracking has always struggled to connect behaviour across mobile, desktop and tablet. A people-based approach addresses that limitation by design, which is increasingly important as consumer journeys fragment across screens.
Second is transparency. Panorama ID is positioned as giving consumers visibility into the data associated with them. In a regulatory environment shaped by GDPR, the Privacy Act and similar frameworks globally, transparency is not a differentiator. It is a requirement. Identity solutions that treat it as an afterthought are unlikely to endure.
Third is interoperability. By providing a standardised way for data to be integrated and interpreted across platforms, Panorama ID reduces some of the fragmentation that plagues programmatic workflows. That does not eliminate complexity, but it does make it more manageable.
Where the boundaries are
It is important not to overstate what any single identity solution can achieve. Panorama ID will not magically restore cookie-era scale or simplicity. It works best as part of a portfolio approach, alongside contextual targeting, first-party data activation and other identity frameworks.
Performance will vary by market, channel and use case. Measurement standards are still evolving. Identity remains one of the most fluid parts of the ad tech stack.
Recognising these limits is not a weakness. It is how realistic strategies are built.
A practical decision guide for advertisers
For organisations considering how to respond to developments like this, a few practical steps matter:
- Map where third-party cookies currently underpin performance, and where they already do not.
- Identify which platforms in your stack now support cookieless identity solutions natively.
- Test multiple identity approaches in parallel rather than sequentially.
- Evaluate success using more than just reach, including consistency, measurement quality and operational overhead.
Identity decisions made now should be reversible. Flexibility is more valuable than certainty in a market that is still settling.
Actionable takeaways
- The integration of Panorama ID into PubMatic and MediaMath signals real operational readiness, not just experimentation.
- Cookieless identity will be multi-solution by necessity. Planning for plurality is essential.
- Publishers gain new monetisation options that are viable beyond cookie-restricted browsers.
- Advertisers should prioritise testing through existing platforms to reduce friction.
- Transparency and interoperability are becoming baseline requirements, not differentiators.
Why this moment feels different
There have been no shortages of announcements about the post-cookie future. What makes this one notable is its practicality. Panorama ID is no longer confined to theoretical frameworks or isolated pilots. It is embedded where buying and selling actually happens.
That does not mean the identity problem is solved. It does mean the industry is learning how to operate without waiting for a single dominant answer. That shift in mindset may prove more important than any individual technology.
For brands and agencies, the opportunity now is to engage early, learn quickly and build resilience into their addressability strategies. If you want to explore how Panorama ID or other emerging identity solutions fit within your broader media and data approach, it is worth having that conversation with an ADMATICian.