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Everyone is talking about efficiency these days. It’s a gold standard in the advertising industry. All digital marketers want to stretch their ad budgets as far as possible. Enter Supply Path Optimization (SPO), a strategy for streamlining the process of buying ad inventory. What is Supply Path Optimization? Supply Path Optimization involves identifying and utilizing … Read more
How to Use Data Empowered Political PMPs for Political Marketing As the 2024 election season heats up, political campaign marketers are preparing to reach voters with precision and impact. The stakes are high, and the competition steep for political campaign marketing, making it even more critical for digital marketers to find ways to cut through … Read more
To understand the story of digital advertising, you have to follow the pendulum of power’s arc as it swings back and forth between supply-side platforms (SSPs) and demand-side platforms (DSPs). When cookie-based solutions dominated and put the power on the side of buyers, it seemed DSPs were going to hold on to the top spot … Read more
How do you find and reach the right audience when everyone is fighting for consumers’ attention? Media buyers are always looking for new ways to address their next best customers, while smashing KPIs for their clients. Many programmatic advertisers are investing in private marketplace (PMP) deals, which provide a mix of transparency, control and premium … Read more
The deprecation of third-party cookies poses significant challenges for digital marketers everywhere. As we navigate this shift, selecting the right identity resolution vendors is critical. But with so many options on the market, it’s straight-up confusing. In this post, we’ve compiled the most important questions (26 to be exact!) to help make your evaluation process … Read more
IAB Tech Lab’s Rearc Addressability Working Group announced the release of the first-ever Identity Solutions Guidance document, with Lotame recognized as a significant contributor. This comprehensive guide is a significant milestone in the programmatic advertising ecosystem, addressing the evolving challenges of consumer identification amid regulatory changes and actions taken by major platforms, operating systems, and … Read more
Fragmented audiences. Fractured identity signal. A minefield of low-quality inventory. The digital advertising landscape can be treacherous. But programmatic curation emerges as a strategic superpower to help marketers conquer the industry’s biggest pain points. Programmatic curation empowers marketers to: Programmatic curation redefines how ad campaigns are built, bought, and optimized – representing a true paradigm … Read more
The world of Connected TV (CTV) advertising is rapidly evolving, offering new opportunities for brands to connect with their audiences in a highly engaging environment. CTV curation is the latest strategy becoming popular to those looking to navigate CTV advertising’s unique ecosystem. With its ability to streamline and refine the process of programmatic trading, curation … Read more
Missed connections are the key to moving this conversation forward It’s happening. Chrome-facilitated testing for a third-party cookieless world quietly rolled out. Does anyone care? Cookieless fatigue is real. Publishers have been vocal that business will suffer (44% per Digiday) post-cookie as their worries about targeting (53%) materialize. Meanwhile in marketing land, per eMarketer more … Read more
Haga clic aquí para leer en español. Lotame Panorama ID™ was launched in 2020 as the first global people-based, privacy-first identity solution for the open web. Its goal was to future-proof data connectivity and addressability in a cookieless world. Fast forward two years and Panorama ID has done just that, and so much more. Substantial Industry … Read more
