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Marketing today is at a crossroads. AI-driven personalization is more powerful than ever, but when done poorly, it can feel intrusive or even unsettling to consumers. Customers want seamless, relevant experiences—but they also demand control over how brands interact with them. This is where agentic marketing strategy comes into play. It’s not just about using … Read more
The days of one-size-fits-all advertising are long gone. As Lotame’s Vice President of Data Solutions for EMEA, I see firsthand how today’s digital landscape demands precision, relevance, and measurable ROI. Ad personalisation isn’t just a buzzword—it’s a necessity for making every ad dollar work harder. Personalized advertising drives real results. “US publishers estimated an average … Read more
As Chief Growth Officer at Lotame, I’ve spent years navigating the intricate relationship between audiences and advertising. It’s like two sides of the same coin—you can’t have one without the other. But which comes first? The chicken-or-egg debate applies here too: Do you create an offer you want to advertise and then find an audience, … Read more
If you’re just starting your career as an agency media buyer, here’s a secret: Get really smart about data enrichment. Why? Three reasons: A lot of campaigns start with Google Audiences as a base, and for good reason. Those audiences are free, they give advertisers a head start, and they can perform pretty well. But … Read more
From cookies to curation, how well did team Lotame predict 2024? Looking at my feed this week, it’s clear that everyone loves to predict the future. But this got me thinking, how often do we check whether we were right? So, here’s a 2024 recap with a twist: I revisited some of the Lotame team’s … Read more
From the rise of curated marketplaces to the growing influence of AI and retail media, marketers will need to rely on foresight and adaptability more than ever to win in 2025. To help you navigate these changes, we’ve gathered predictions and advice from some of Lotame’s leading thought leaders. Read on to discover the key … Read more
In a business that loves its buzzwords, the conversation surrounding “curation” has practically gone viral — in more ways than one. Not only is everyone talking about the issue, but it’s making some people feel ill. Call it PANSS (Post Ad Network Stress Syndrome). I get it. People hear about curation, and aren’t even sure … Read more
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
This may come as no surprise but data challenges are everywhere with 98% of marketers and agencies encountering barriers in data orchestration and utilization. This stat comes directly from The State of Data Collaboration: A Global Perspective research report summarizing a survey of more than 1,200 marketers and agencies across six global markets. Data orchestration … Read more
As we move further into the year, CMOs are stuck. The digital marketing world just keeps getting more complicated as data becomes both a blessing and a curse. The sheer volume of consumer insights available today is staggering, yet many CMOs find themselves trapped in a data dilemma — forced to choose between cutting costs … Read more
