The Marketer’s Data Hub
Advertising Data Strategy 101
A practical guide for advertising data strategies, shaped by 20 years of experience helping marketers and agencies access high-quality, addressable audiences at scale.
Marketing and advertising teams have more data than ever, but far less clarity. Signals live across platforms, formats, and partners, with uneven quality and scale. The result is data that exists but does not travel well. Without structure, activation becomes inconsistent, visibility fragments, and duplication drives waste. Data strategy is not about collecting more data. It is about making data usable.
“The challenge isn’t access to data. It’s helping marketers find and use the signals that actually matter.”
Kristen Whitmore, VP, Consumer Intelligence and Analytics at Lotame
Explore the Advertising Data Strategy Hub
This Data Hub brings together the foundational concepts, frameworks, and resources marketers and agencies need to build advertising data strategies that scale, adapt, and hold up over time.
Chapter 1
Understanding the role of data
Start here to understand what a data strategy is, why it matters, and how different data types work together.
Chapter 2
Improving data quality and scale
Explore how enrichment, marketplaces, and governance shape modern data strategy.
Data Marketplace Insights and Trends
How to Evaluate Data Partners in a Data Marketplace
Chapter 3
Applying data in practice
See how organizations use data to solve practical challenges around activation, enrichment, and collaboration.
What’s Really Holding Back First-Party Data Success?
Data Partnerships: Why They’re Driving the New Collaboration Economy
Data does not create value in isolation
Identity provides continuity so data can be understood as part of a unified audience. Connectivity allows data to move safely across platforms, partners, and environments.
To see how these pillars work together, explore:
Identity Resolution Hub
Resources to help marketers understand, apply, and scale identity resolution across channels.
Connectivity Hub
Guidance on enabling audience activation across platforms and partners.
