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TL;DR Having great ads doesn’t matter if the wrong people see them. The key is “Audience Activation”—using first- and third-party data to find your ideal customers and then reaching them with personalized, multi-channel campaigns that actually connect and drive results. As Chief Growth Officer at Lotame, I’ve spent years navigating the intricate relationship between audiences … 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
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
