Lotame

Reflecting on this year's IAB ALM conference, on a JetBlue flight back to Boston, I was encouraged by the strides data collaboration has made within the MadTech ecosystem. My flight itself provided a microcosm of this – while logging into JetBlue's free Wi-Fi, I was greeted by an offer to watch Peacock content through their partnership. As a TrueBlue member, I could unlock 1,000 points and enjoy two free months of Peacock. This cross-promotion exemplifies the potential of brand collaborations to enrich the customer experience. Are these two brands sharing data with one another? I don't know... but they should be. The term "Data Collaboration" itself risks becoming a vague catch-all. Its applications span a vast spectrum, from simple data sharing within a purchasing platform to highly secure "clean room" environments designed for meticulous data isolation. Regardless of the specific approach, the core principle remains: collaboration benefits all parties – the participating brands and, most importantly, the end consumer. While the concept of inter-brand collaborations isn't novel – recall the 2015 Starbucks-Spotify partnership that sweetened deals for both companies and their customers – the sophistication and scale of these endeavors are rapidly evolving. At IAB ALM, a presentation by Molly Battin, SVP and CMO at The Home Depot, and David Mogensen, VP of Global Marketing at Uber, highlighted their recent collaboration to bring on-demand and scheduled delivery nationwide. This announcement sparked a crucial question: will both companies effectively leverage their respective data assets to optimize marketing outcomes? As a loyal Home Depot customer, I frequently purchase building supplies. However, my Uber Eats usage is sporadic, primarily confined to business travel. Given my location in rural New Hampshire, food delivery options are limited. Wouldn't it be strategic for Uber Eats to leverage Home Depot's customer data to target me with personalized offers for their new delivery services? And wouldn't both companies benefit from transparent data sharing to measure the success of such a campaign? To truly unlock the potential of data collaboration, we need to address the inherent "scariness" of data sharing. By prioritizing secure channels and demonstrating tangible, positive outcomes for consumers, we can foster a more collaborative and data-driven ecosystem that seamlessly enhances the customer experience. What collabs do you see on the horizon? Some ideas I have: > A meal delivery service + fitness app: personalized meal plans tailored to individual fitness goals and activity levels > A clothing brand + gaming platform: exclusive in-game clothing items or virtual accessories for popular video games, allowing players to customize their avatars with real-world fashion brands > A furniture retailer + sleep app: personalized sleep recommendations based on individual sleep patterns #datacollaboration #comarketing #partnerships

Hey digital marketers! 🏈 The Super Bowl isn’t just a game—it’s your chance to connect with diverse, high-value audiences. At Lotame, we uncover unexpected insights about viewers—like how football fans are more likely to also shop for home decor or streaming subscriptions. With Lotame’s Curated Marketplaces, you can: ✅ Reach your perfect audience without relying on cookies or device IDs ✅ Maximize ad spend with full transparency and control ✅ Deliver impactful campaigns on premium inventory Let’s make your Super Bowl ads a winning play this year! Reach out to learn more about Lotame audiences or our curation solutions. #SuperBowlAdvertising

ATTN: Media Buyers, Stop Throwing Darts Blindfolded! 🙈 🎯 🙈 🎯 Let's be honest, most media buying starts with basic Google Audiences. It's like fishing with a net the size of Texas - you'll catch something, but is it the right something? 🤔 This article dives deep into data enrichment and how it can help you laser-focus your targeting, get better results, and impress your clients.  Lotame #dataenrichment #mediabuying #audiencetargeting #campaigns #advertising #agency #enrichment #audiencedata

How do you reach the audience who pays not to watch the ads? How to reach beyond the walled gardens? Third-party cookies are deprecating but first-party data is here - how to leverage that? Elevate’s first panel discussion with PrsmX and Lotame answered all this and talked about CTVs, advertising beyond walled gardens, reaching the right households and much more. The panellists were Saurabh Golani - Global Business Head at PrsmX Global, Pratik Singh - Senior Director (Global Operations) at Lotame, and Dev Batra - Co-Founder and CEO of Lyxel&Flamingo. PrsmX is a DSP made in India and for the world. PrsmX helps brands reach the right set of people on large screens and their personal screens. Simply put, to get the right data to reach the right people. Lotame is a data management company that enables brands to segment effectively by collecting their first-party data and enriching it with third-party data for a bullseye audience. Here are some of the key takeaways from the session: - 30-40% of consumers are moving towards behind the paywall. The right technology and the right set of data are the answer. Show the right ad to the right people, at the right time and place. Personalised ads. Live content, for eg. watching live sports on an OTT app through dynamic ad insertion. - Saurabh shared the secrets for the buyers, solutions, and brands to make sure the households and consumers love the ads: the 3 Ps: personalisation, privacy, and precision. - Lotame has credit card companies and other measurement companies as partners to help the brand reach out to the affluent class in a non-intrusive way. - Through such platforms, the consumers won’t have to watch a lot of ads but those which they are genuinely interested in and the brands also don’t show ads to the wrong audience. A definite win-win for brands and consumers both. - Dev shared with the audience how one way to make sure your content is good or not is to see whether it is second-screen worthy or not. - Agreeing to that, Saurabh said, if your mid-roll ads are doing well, your content is doing well. Keep it crisp, keep it subtle. Premium or freemium or whatever - ultimately, content is king. - 45-50 million households have CTVs. What it enables for brands is house sync, wherein if someone has seen an ad on their TV, brands can reach that same person on their mobile devices. - With the rapid rise in CTV, how soon can we stop considering TVs in our marketing mix? Saurabh said that TV is here to stay. But the question is how do we reach both? We are grateful to PrsmX and Lotame for being with us and helping brands Elevate. #BuildingForTheFuture #Elevate #Elevate2025 #PanelDiscussion #CTVAdvertising #PrsmX #Lotame #FiresideChat #Conversation