Lotame

Great creative? Check. Strong media plan? Check. But if you’re not activating the right audience, your ads are just noise. The secret to high-performing campaigns? Audience-first activation. That means leveraging first-, second-, and third-party data to find, segment, and reach the right consumers—before you ever launch an ad. In Lotame's Alexandra Theriault's latest piece, she breaks down: ✅ Why audience activation is the foundation of advertising success ✅ How a balanced omni-channel strategy improves performance ✅ Emerging strategies like social commerce, personalization at scale, and interactive content ✅ The must-have tech stack for modern audience activation Want to see how brands like “LookGreat Skincare” (hypothetically 😉) do it right? Read the full article. Link in comments 👇 https://bit.ly/4b31JxC

Are you really seeing your audience—or just the surface? 🤔

💘 Running a last-minute Valentine’s Day campaign? We’ve got you covered!

Programmatic curation is changing the game, giving advertisers more control, better targeting, and stronger performance—but are you up to speed on the key terms that matter? We’ve put together the Programmatic Curation Key Terms Glossary, covering: ✅ Curated Deals vs. PMPs – What’s the difference? ✅ Supply Path Optimization (SPO) – Why does it matter? ✅ Data Curation – How can it enhance your audience strategy? ✅ High-Quality Inventory Curation – Ensuring brand-safe, premium placements. Whether you’re refining custom Deal IDs, optimizing inventory segmentation, or leveraging first-party data, this guide breaks it all down. 🔗 Get the glossary and level up your programmatic strategy. Link in comments 👇 #ProgrammaticCuration

“Over the past nine months, we've seen a global surge in curation as advertisers embrace its efficiency and benefits. Our research reveals the top driver for marketers to invest in the open web is curating deals with publishers on premium inventory matched with data. In 2025, we expect curation's popularity and impact to grow.” Lotame's Eli Heath

Retail media is shaping the future of ad spend—are you paying attention? "It also wouldn't surprise me if retail media is responsible for the exceptional growth in search spend. Anyone living in the UK has seen just how aggressively supermarkets are incentivizing their loyalty schemes. Retailers have become the major benefactors of the joined-up approach to consumer data that is now possible with modern collaborative technologies." 📢 LOTAME's Christopher Hogg reacts to the latest Advertising Association / WARC Expenditure Report, which revealed that UK ad spend surpassed £10bn for the first time in Q3 2024. Retailers leveraging data collaboration are leading the charge. Is your brand keeping up? 🔎💰

💘 Love is in the air—and so are the right audiences for your Valentine’s Day campaigns! From jewelry buyers to romantic dinner planners, Lotame’s pre-built Valentine’s Day audience segments help you connect with high-intent consumers across CTV, desktop, and mobile. 🎯 📅 Don’t wait—reach consumers when purchase intent is at its peak! 📖 Learn how to activate these audiences and more in our Seasonal Audience Segments Guide 👇 Link below.

Most agency media buyers start with Google Audiences. It’s free, it works… but it’s just the beginning. If you want to refine your targeting and drive better performance, data enrichment is your next move. Lotame's Alexandra Theriault shares some key advice for young media buyers 👇

It was great to see everyone at IAB #ALM 2025. Our trip was full of great conversations and collaborations. Some key takeaways: 🚀 Competition, Not Regulation, Will Drive Innovation – Google's divestiture will shake up the landscape. 🎧 Audio’s Big Moment – With Gen AI slashing costs, Spotify embracing the open web, and ad loads improving, audio is poised for transformation. 📺 The Premium Content Tug-of-War – Traditional media vs. user-generated content is reshaping audience behavior. 🔮 Smarter Streaming Forecasting – Expect better predictive tools to optimize ad spend. And the biggest takeaway? Data collaboration is king! Secure data sharing = happy consumers + thriving brands. Jonathan Romano | Alexandra Theriault | Eli Heath

🚨 Hey digital marketers! The countdown is on—just ONE WEEK until Super Bowl Sunday! 🚨 How are you ensuring your brand gets in front of the right audience during one of the biggest TV events of the year? 📺🏈 With Lotame’s Curated Marketplaces, you can: ✅ Reach your perfect audience—no cookies or device IDs needed ✅ Maximize ad spend with full transparency and control ✅ Deliver impactful campaigns on premium inventory Don't fumble your Super Bowl strategy—let’s talk! 👉 Learn more in the comments 👇#SuperBowlAds #DataDrivenMarketing #Programmatic