CTV is no longer the shiny new thing—it’s the front line of digital advertising. But while everyone’s rushing to get their ads on the biggest screen in the house, most are still figuring out what’s actually possible when it comes to data, targeting, and identity in streaming.
In the latest episode of The CTV Podcast, Paul Gubbins sits down with Chris Hogg, Chief Revenue Officer at Lotame, to decode the real story behind data activation in connected TV—and why the conversation is about a lot more than just cookies (RIP).
Listen to the full podcast here.
Q: Chris, for those who aren’t familiar with you, can you walk us through your background and what brought you to Lotame?
A: Sure, it’s been quite a journey! I started out on the supply side of digital advertising, working for publishers and ad networks—cut my teeth at Independent News & Media newspapers, then moved to Orange, where I picked up experience in telco. Around 12 years ago, I joined Lotame to help establish and scale our European operations. Today, I oversee revenue and strategic partnerships across EMEA.
1:55-2:57
Q: And for those new to Lotame—what exactly do you guys do in the ad tech ecosystem?
A: At a high level, we help companies make smarter use of their customer data. Whether you’re a marketer, publisher, or media owner, our tech helps you collect, organize, and activate data to reach the right people at the right time—across desktop, mobile, and increasingly, connected TV (CTV).
2:58 – 4:28
Q: Speaking of CTV, how is Lotame helping brands and agencies use data in that environment?
A: CTV is booming, and we’re helping customers apply insights across devices using our Panorama ID. So, for example, if a brand knows something about their desktop users, we help them apply that data to CTV campaigns—creating consistent, omnichannel messaging that respects privacy but boosts effectiveness.
4:35-5:34
Q: Is most of your business through agencies or brands directly?
A: It’s a mix. We work across the whole ecosystem—brands, agencies, and media owners. Sometimes we’re brought in by a publisher looking to understand their audience better, other times we’re helping an agency enrich their data for smarter targeting. Often, we’re working with multiple stakeholders at once.
5:41 – 6:33
Q: With the deprecation of third-party cookies, how has Lotame adapted?
A: We’ve always been prepared for a cookieless world. We connect and match diverse data, from all kinds of identifiers to eliminate reliance on any one such as cookies. Mobile ad IDs, connected TV IDs, hashed email, and more. This allows brands to reach their audiences effectively at scale.
8:00 – 9:30
Q: What are the unique data challenges in CTV compared to desktop or mobile?
A: Identity in CTV is different—it’s more household-based. We don’t have the same cookie infrastructure, but that’s not a bad thing. It pushes us to think differently. Instead of asking, “Does the brand want to reach females?” it’s “Does this household include someone who fits that audience profile?” or “Is this the kind of household that regularly orders takeout?” The mindset shift is huge.
18:34-21:39
Q: Do you think we’ll see more performance-driven advertisers enter streaming?
A: 100%. As AVOD and FAST channels grow, the barriers to entry are lower and the inventory is more flexible. Programmatic access has democratized TV. The big opportunity now is attribution—figuring out who gets credit when someone scans a QR code or visits a website after seeing a CTV ad.
24:00-27:23
Q: For brands or agencies starting their data journey—where should they begin?
A: Start with a clear goal. Not all data is useful for every purpose. Ask: What am I trying to achieve? Then align your data strategy around that. Also, don’t be afraid of starting small—curation and audience targeting are great, low-risk entry points into smarter data use.
27:38-29:12
Q: What’s your view on first-party vs third-party data? Should advertisers focus solely on one?
A: I always say—don’t label data as “good” or “bad.” It’s all about the use case. First-party data is powerful, but limited in scope. Third-party data can add depth and context. The real win comes from using both intelligently.
32:25-33:32
If there’s one thing Chris made crystal clear, it’s this: data isn’t just a spreadsheet full of emails and cookies—it’s the connective tissue powering the future of advertising. But not all data is created equal, and knowing how to use it is just as important as having it in the first place.
At Lotame we can help. Start a conversation with us today and let’s work together to make your data smarter, faster and easier to use.