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»lotame

First-Party Data Was Never Enough For Marketers. That’s Glaringly Obvious Now.

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Adam Solomon, chief growth officer at Lotame. Mid-30s cord-cutter woman lives in the city, eats out regularly, shops at high-end stores. Two-car family of four lives in the burbs, commutes... Continue reading »
by AdExchanger // June 22nd, 2020 //
»
DMP Market Entering Period Of Volatility, According To Advertiser Perceptions

Marketers aren’t switching off of their DMPs – yet. But they’re considering solutions that are less cost-heavy and more integrated with paid media. DMPs from Oracle, Salesforce and Adobe have always been the most-used platforms in previous Advertiser Perceptions reports, and they still are in the research firm’s latest report, released Wednesday. But their favor... Continue reading »
by Alison Weissbrot // December 18th, 2019 //
»
Publishers Are Abandoning First-Gen DMPs

The data-management platform (DMP) was sold as a tool with the power to turn publisher data into dollars. Vendors wooed publishers into signing multiyear contracts to use the technology. But the expectations didn’t match reality. As those contracts have expired, especially this year, many publishers aren’t renewing them. Just as marketers are moving from the... Continue reading »
by Sarah Sluis // September 12th, 2019 //
»
Lotame CEO On Launching A Private Data Exchange, And Why The New DMPs Are “Fool's Gold”

Point solution technology often gets a bad rap, but that’s exactly what Lotame wants to be. Lotame, which started life as a data management platform (DMP) for publishers, has been systematically unstacking itself to make parts of its DMP available a la carte, including a connected TV product suite and firehose access to Lotame’s global... Continue reading »
by Allison Schiff // September 11th, 2019 //
»
VerticalScope Uses Reader Data To Find Elusive In-Market Auto Segment

In-market auto is one of the most prized data segments – and it’s notorious for being inaccurate with artificially large scale, which makes it emblematic of the problems with third-party data. First-party in-market auto data, however, is another story. VerticalScope, which operates over 600 niche automobile sites about various car makes and models, knows what... Continue reading »
by Sarah Sluis // November 26th, 2018 //
»
What’s The Future Of Holding Companies? Tech And A POV

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Pierre-Marc Diennet, director of product innovation at Lotame. The current value of agency holding companies is their buying power. They achieve volume pricing by buying huge swaths of inventory in advance and... Continue reading »
by AdExchanger // November 14th, 2018 //
»
Lotame Eyes International, Brand Expansion Under New CRO

Lotame has hired a new CRO as the independent, 10-year-old data management platform seeks to compete in a category increasingly dominated by marketing clouds. The company’s new revenue chief, Eric Marterella, spent the past five years leading global enterprise sales for social media marketing platform Sprinklr. His responsibilities at Lotame will include managing global client... Continue reading »
by Kelly Liyakasa // December 26th, 2017 //
»
OTT Is Making The Same Mistake Local Broadcasters Made

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andy Monfried, CEO at Lotame. Set in the world of minor-league baseball, “Brockmire” is IFC’s highest-rated program ever. The show also provides a useful metaphor for over-the-top’s (OTT) dependency on remnant inventory, an issue we first... Continue reading »
by AdExchanger // July 3rd, 2017 //
»
Can Lotame Help Broadcasters And Advertisers Speak The Same Language?

Data management platform (DMP) Lotame has developed a campaign planning and measurement tool designed for linear TV broadcasters. Local broadcast consortium Pearl TV, which represents more than 200 local broadcast TV stations and network groups including Hearst, Cox Media and E.W. Scripps, is the first to test-drive it. While many advertisers want to buy across... Continue reading »
by Kelly Liyakasa // November 30th, 2016 //
»
For Publishers, DMPs May Also Help Improve Content

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Chris Hogg, UK managing director at Lotame. We think of a hammer as a single-use tool. Swing the hammer hard and pound a nail into place. But turn the hammer around and you’ll see... Continue reading »
by AdExchanger // August 31st, 2016 //
»
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