What is Second-Party Data?
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.
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Behavioral Targeting vs Contextual Targeting: A Hybrid Approach
Post-cookie targeting has split into two camps. Behavioral targeting vs contextual targeting. But do we really need to pit these techniques against each other? What if digital marketers combined their approach? Could they see better results? We answer those questions below. But first what exactly is contextual and behavioral targeting? The Case for a Hybrid … Read more
A New Chapter in Data Collaboration: A Message from Lotame CEO Andy Monfried
It’s finally happening. The (third-party) cookie is crumbling around us. As the digital marketing landscape faces a(nother) seismic shift, Lotame remains at the forefront of innovation to ensure digital marketers stay a step ahead. In a world moving beyond third-party cookies, our focus isn’t just on adapting to change — it’s about leading it. We’re … Read more
The Power of Data Collaboration Platforms: A Game-Changer in Digital Marketing
TL;DR: In a world moving beyond third-party cookies, data collaboration platforms are essential for marketers. They help combine and analyze internal and external data while respecting privacy, enabling better targeting, insights, and activation. Benefits include centralized data management, advanced analytics, enrichment with external sources, and seamless cross-platform activation. Jump to: Data Collaboration Platforms: What … Read more
2024 Adtech Predictions: Google’s Cookie Challenge, SSP Rise, and the Retail Media Revolution
What will 2024 mean for adtech? We invited the top minds at Lotame to share their insights and forecasts on the key trends and issues that will shape the upcoming year. 1. Google’s Cookie Controversy: Google’s potential delay and abrupt enforcement of its cookie shutdown will create significant disruption in digital marketing, affecting holiday campaigns … Read more
Data Democratization in Marketing: New Trends in Brand-Agency Partnerships
Redefining brand/agency relationships in the age of data democratization The future of marketing relies on not just more data, but more of us being able to utilize it. As someone who works closely with agencies every day, I’ve seen first-hand how data democratization has impacted both how agencies work and what work they do. With … Read more
Lotame Named a G2 Top Leader for More Than Two Years in a Row
We’re pleased to announce that Lotame’s end-to-end data collaboration platform, Spherical, has been named as the Number One Leader in the Data Management category in G2’s Winter 2024 Grid Report for the 10th consecutive quarter! In addition to the Top Leader award, Lotame has earned multiple badges from G2 over the past year, including: “The voice … Read more
CTV Glossary: A Comprehensive Guide to Connected TV Advertising Terminology
In recent years, streaming video has surged into the limelight, shaping the media landscape. Streaming now commands a substantial 27% of total TV time in the U.S., fueled by the prevalence of connected devices, present in 77% of U.S. households. This surge in consumption has triggered a revolution in advertising. CTV advertising spend is sprinting … Read more
Understanding Data Clean Rooms: Insights, Benefits, and Best Practices
Data has been termed the ‘new oil’ of the digital age, but it is more than that. It’s the lifeblood of modern businesses, and its efficacy is dependent on how it’s refined, shared, and utilized. But as data privacy regulations tighten around the world, it’s getting harder and harder to tap into the full potential … Read more
Alex Theriault talks Martech, Adtech and First-Party Data with TMW
The intersection of Martech and Adtech is here, and Lotame plays a role in both, offering smarter, faster and easier ways for companies to drive growth and derive value from customer data. Lotame’s Chief Growth Officer, Alex Theriault, joined The Martech Week’s podcast, Making Sense of Martech, to discuss: Hosted by Juan Mendoza, Making … Read more
