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Are Free Platform Audiences Really Free? Every marketer loves a freebie. When a large media platform offers ready-made audience segments at no additional cost, the proposition can feel irresistible. Need to reach in-market auto buyers, frequent travelers, or luxury shoppers? There is often a pre-built audience waiting to be activated. But there is a hidden challenge: everyone … Read more
Audience portability has quietly become a baseline requirement. Most marketers and agencies don’t run on a single demand-side platform (DSP) anymore. Different DSPs support different inventory, formats, and regions, so activation rarely happens in just one place. As programmatic buying has grown more complex, marketers now juggle multiple buying platforms, data sources, and measurement tools … Read more
The most important shifts in marketing share one thing: data. And the companies that benefited most from those shifts share something too. They solved hard data problems before their competitors saw them coming. Mobile was once dismissed as niche. Identity resolution lived quietly inside data teams. AI felt too far off to plan for. Today, … Read more
Alison Harding has spent her career in the front lines of advertising’s biggest transformation. She started in classified newspaper sales, knocking on doors and walking the high street. Today, she leads data solutions across EMEA at Lotame, helping brands reach billions of consumers through smarter targeting. In a recent episode of Meeting You Where You’re At, Alison sat down … Read more
TL;DR They’re active grocery shoppers, fitness-oriented (1 in 4 runs), and engaged in culture and content. They balance value and premium spending, especially in food, retail, and automotive. They also include a meaningful number of B2B decision-makers, making them relevant for enterprise targeting—not just consumer campaigns. Bottom line:This is a high-scale, high-intent lifestyle audience. Most … Read more
Most brands are still buying inventory. The winners are buying identity-driven audiences. See what’s actually working in programmatic—and how to scale across channels.
Explore the most impactful summer marketing trends powered by Lotame Data Exchange insights. Learn how summer audiences stack intent across travel, live events, dining, retail, and media—and how marketers can target high‑intent consumers with smarter, seasonal strategies.
Learn how data enrichment turns first-party data into sharper audiences and smarter campaigns — with insights from Lotame’s LATAM Managing Director.
If marketers had a dollar for every time consumers said one thing and did another…well, they wouldn’t need better data. The growing disconnect between intention and action has made audience behaviour harder to pin down—and easier to misread. Kristen Whitmore, VP of Consumer Intelligence & Analytics at Lotame, breaks down how brands can cut through the noise, rethink their … Read more
Explore 2026 data marketplace trends and how audience enrichment helps marketers improve targeting, scale reach, and drive measurable performance.
