Strategy & Education | Get Data Empowered | Lotame https://www.lotame.com/category/strategy-education/ Leading Data Management Platform & Data Exchange Mon, 15 Apr 2024 14:38:56 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.lotame.com/wp-content/uploads/2023/08/lotame-favicon-59x60.png Strategy & Education | Get Data Empowered | Lotame https://www.lotame.com/category/strategy-education/ 32 32 Advertising to Football Fans: Who They Are and How to Reach Them https://www.lotame.com/advertising-to-football-fans/ Mon, 15 Apr 2024 14:38:56 +0000 https://www.lotame.com/?p=17915 Events like America’s Cup in Barcelona, and the UEFA Euro 2024 provide a huge opportunity for smart digital marketers to advertise to football fans. According to a recent survey, 52 percent of UK CTV viewers plan to stream Euro 2024. Football dominates viewership in Europe, with 84 percent watching men’s football and 52 percent watching …

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]]> Best Practices for Data Collaboration: Your Guide to Unlocking Powerful Partnerships and Growth  https://www.lotame.com/best-practices-for-data-collaboration/ Thu, 11 Apr 2024 13:00:27 +0000 http://www.lotame.com/?p=4174 In our data-driven world, digital marketers are leaning hard on insights from customer information to shape decisions, strategies, and engagement. But simply having data isn’t enough. Businesses need to collaborate and share data to truly unlock its potential. This allows them to gain new perspectives, improve products and services, and drive sustainable growth. This guide …

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]]> Back to Basics: What is Data Onboarding in the Omnichannel Era? https://www.lotame.com/back-basics-data-onboarding/ Mon, 08 Apr 2024 05:00:00 +0000 http://www.lotame.com/back-basics-data-onboarding/ 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.

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]]> Standalone Data Clean Rooms vs Data Collaboration Platforms https://www.lotame.com/data-clean-rooms-vs-data-collaboration-platforms/ Thu, 04 Apr 2024 17:53:31 +0000 https://www.lotame.com/?p=17861 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 …

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]]> Programmatic Curation: The Path to Transparent Media Buying https://www.lotame.com/programmatic-curation-the-path-to-transparent-media-buying/ Tue, 02 Apr 2024 14:02:04 +0000 https://www.lotame.com/?p=17855 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: Reach unique and valuable audiences at scale without reliance on fragile 3rd-party cookies or legacy identifiers.  …

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]]> CTV Curation: The Key to Success in CTV Advertising https://www.lotame.com/ctv-curation-the-key-to-success-in-ctv-advertising/ Tue, 19 Mar 2024 16:54:23 +0000 https://www.lotame.com/?p=17818 The world of Connected TV (CTV) advertising is rapidly evolving, offering new opportunities for brands to connect with their audiences in a highly engaging environment. CTV curation is the latest strategy becoming popular to those looking to navigate CTV advertising’s unique ecosystem. With its ability to streamline and refine the process of programmatic trading, curation …

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]]> What is Second-Party Data? https://www.lotame.com/what-is-second-party-data/ Fri, 15 Mar 2024 05:00:00 +0000 http://www.lotame.com/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 https://www.lotame.com/behavioral-targeting-vs-contextual-targeting/ Wed, 28 Feb 2024 20:03:08 +0000 https://www.lotame.com/?p=17785 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?  Contextual Targeting: This strategy matches …

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]]> The Power of Data Collaboration Platforms: A Game-Changer in Digital Marketing https://www.lotame.com/data-collaboration-platforms-a-game-changer-in-digital-marketing/ Thu, 15 Feb 2024 14:30:37 +0000 https://www.lotame.com/?p=17660 TL;DR: With Google Chrome phasing out third-party cookies in 2024, data collaboration platforms are emerging as essential for digital marketers to effectively use first-party data while respecting privacy. Data collaboration platforms facilitate the combination and analysis of internal and external data, offering insights for informed decision-making and enabling targeted advertising strategies. Benefits include centralizing data, …

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]]> What the Third-Party Cookie Phaseout Really Means https://www.lotame.com/what-the-third-party-cookie-phaseout-really-means/ Thu, 25 Jan 2024 14:00:39 +0000 https://www.lotame.com/?p=10599 TL;DR: Google has begun phasing out third-party cookies, starting with Tracking Protection for 1% of Chrome users, which will expand to all users by Q3 2024. This change is critical for marketers as it limits traditional targeting and tracking strategies that rely on third-party cookies. Marketers must now focus on first-party data, explore new technologies …

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]]> 2024 Adtech Predictions: Google’s Cookie Challenge, SSP Rise, and the Retail Media Revolution https://www.lotame.com/2024-adtech-predictions/ Tue, 16 Jan 2024 21:43:53 +0000 https://www.lotame.com/?p=17520 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 …

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]]> Data Democratization in Marketing: New Trends in Brand-Agency Partnerships https://www.lotame.com/data-democratization-in-marketing-new-trends-in-brand-agency-partnerships/ Tue, 09 Jan 2024 20:46:49 +0000 https://www.lotame.com/?p=17515 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 …

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