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Explore 2026 data marketplace trends and how audience enrichment helps marketers improve targeting, scale reach, and drive measurable performance.
Learn how agencies and media buyers should evaluate data partners before purchasing audience data. Discover the criteria Lotame uses to vet data providers in a data marketplace.
Every four years, the World Cup delivers something marketers crave: mass attention. But attention alone is no longer enough. Today’s global tournaments generate a surge of behavioral signals, from second-screen browsing and social chatter to real-time purchasing and location shifts. The brands that win are not simply the ones that show up during the matches. They’re the ones that understand audiences … Read more
Discover why data partnerships are becoming essential for modern marketing strategy. Learn how privacy-safe collaboration improves audience insight, targeting, and growth.
If you’re an agency data strategist evaluating identity resolution, clean rooms, and audience activation platforms, this guide answers common technical and strategy questions. Agency data strategists sit at the center of today’s marketing technology ecosystem. They vet identity solutions, design cross-platform integrations, govern privacy-first standards, and optimize audience activation across multiple clients and media environments. But the data landscape is changing quickly. Cookies are disappearing, privacy regulations are evolving, and … Read more
At Lotame, we talk often about experience, about the kind you can’t fast-track, automate, or replicate with a slide deck full of buzzwords. This year, as we celebrate International Women’s Day, we’re honoring something deeper: the compound experience built over 20 years by the women who show up, speak up, adapt, lead, and keep learning, especially when the industry shifts beneath their feet. Adtech moves … Read more
Discover how Zuzana Urbanova’s 20+ years in adtech reflect Lotame’s compound experience—helping brands use identity-driven data to drive smarter marketing outcomes.
Marketers love to say they’re data-driven. And sure — dashboards are packed, charts are polished, and the acronyms keep multiplying. But the problem no one loves talking about? Having data isn’t the same as knowing who you’re actually talking to. As third-party cookies disappear and privacy expectations rise, many brands are discovering that their data doesn’t travel very well anymore. Signals are fragmented. Audiences don’t line up. Measurement … Read more
A year ago, this week four of us from Lotame met with Groupe to start a rapid deep dive into our compatibility as businesses. Honestly those three months leading up to the announcement of Lotame’s acquisition are a blur. The small team under the tent was acting with two mindsets: business as usual, and the exact … Read more
For an industry built on connection, adtech has never felt more fragmented—until now. 2026 will be the year the pieces finally start locking into place. From the long-promised convergence of video channels to real-time, identity-powered marketing at global scale, the next twelve months will demand smarter strategy, tighter collaboration, and meaningful outcomes. Lotame’s top data experts have surfaced the trends that matter … Read more
