COLOGNE – One audience is not the same as another, according to the CRO of Lotame, an ad tech company that is geared toward helping clients use data to better target campaigns.

“We’ve got the opportunity to learn from a company’s first-part data, learn from what’s performing within a campaign and be smarter about how we constitute audience,” Kevin Kohn tells Beet.TV in this video interview.

“Everybody’s talking about ‘audience’ as if it’s just a generic thing. We see audiences as a fluid dynamic.”

Lotame offers a data management platform (DMP). This summer, it added a so-called “semantic classification tool” that indexes web pages by keyword to better classify the kinds of browsing consumers are doing.

We interviewed him at DMEXCO last month.