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The death of third-party cookies has ushered in a new era for marketers: the age of anonymity. Reaching and understanding your audience has become a challenge, with a growing disconnect between the data you have and the vast pool of anonymous consumers. This is where using a data collaboration platform (DCPs) and the following DCP … Read more
Forget the cookiepocalypse – 2024 is the year of data collaboration. From big agencies to independent shops, everyone’s integrating data collaboration platforms into their tech stacks. Why the sudden shift? Unlike those fleeting ad tech trends, data collaboration is a strategic imperative in today’s data-rich, privacy-restricted advertising landscape. What is Data Collaboration and Why is … Read more
Let’s be honest, digital marketing is complicated. From the deprecation of third-party cookies to the ever-increasing focus on consumer privacy, marketers have a lot to navigate. In today’s digital world, audience addressability in marketing should be the North Star for brands looking to effectively reach and engage their target audience. Addressability allows marketers to identify … Read more
You’ve got data, but do you know how (best) to use it? In part 1 of this Martech Podcast Q&A, Lotame’s Chief Growth Officer, Alexandra Theriault speaks with Doug Bell, CMO of Chief Outsiders about the rise of data collaboration and why it’s critical in a world without third-party cookies. From the challenges of integrating … Read more
Audiences provided via the Lotame Data Marketplace deliver depth, breadth, and reach to EMEA buyers within AudienceXpress and Beeswax FreeWheel, the global technology platform for the television advertising industry, has today announced a partnership with Lotame, the technology company that makes data smarter, faster, and easier to use for digital marketers, to expand audience data … Read more
What exactly is offline data, and how do you onboard it into an online space, especially with all these data privacy restrictions? Learn more about data onboarding 101.
In the digital marketing world, the once-hyped standalone data clean room (DCR) is taking a backseat to a new category – comprehensive data collaboration platforms (DCPs). These innovative platforms offer a more holistic and scalable approach to data sharing, analysis, and activation, empowering marketers to unlock the full potential of their data. The Evolution of … 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
With its ability to streamline and refine the process of programmatic trading, curation has become indispensable in the CTV domain, where the challenge of balancing high costs against limited supply demands expert navigation.
Second-party data is essentially someone else’s first party data that you are accessing directly from that source. There is no data aggregator or other “middleman” involved.
