Happy New Year!

If you’re anything like me, the first few weeks back are a refresh in every sense. The holidays are over, the kids are back in school, the inbox is overflowing — and suddenly the calendar is full of meetings and “big picture” plans. 

But it’s also the moment when the noise quiets just enough to think clearly. 

If the last few years in advertising have taught us anything, it’s that we’ve been reset moving fast. New platforms. New formats. New rules. More pressure to prove performance — often with less clarity around what actually works. 

We’ve gotten smarter. But we’ve also gotten more fragmented. 

That’s why 2026 feels different to me. 

Not because we’re chasing the next shiny thing — but because we’re finally starting to connect the dots. Between data and creative. Between identity and outcomes. Between scale and relevance. 

That’s the thinking behind our latest piece on what’s coming next: 

👉 Read: 8 AdTech Trends Shaping 2026 

A look at the shifts redefining performance, identity, and relevance this year. 

Here’s what we’re seeing rise to the top:

• Performance over platforms— measuring impact, not placements
• Video grows up — CTV, linear, and social finally converge 
• Real-time, identity-powered marketing — relevance in the moment 
• CTV connects reach to results — the big screen becomes actionable 
• Data collaboration over data hoarding — trust drives scale 
• Gen Z chooses moments over loyalty — relevance beats familiarity 

Together, these shifts signal a real change in direction. 

Less chaos. More cohesion. 

And a clearer path to performance that actually matters. 

Wishing you a strong start to the year — and a more connected path to performance. 

Best regards, 
Alex Theriault 
Chief Growth Officer 
Lotame 

P.S. We’ll be unpacking these trends throughout the year with practical guidance and real-world examples — stay tuned. 

Thought Leadership · 5-min read

The CMO in the Age of AI 

AI is changing how marketing gets done — but it’s also reshaping the role of the CMO. In this piece, we explore how today’s marketing leaders are balancing automation with accountability, creativity with data, and speed with trust. A practical look at what it takes to lead confidently as AI becomes central to strategy, not just execution. 

Addressable Audiences · 5-min read

January Reset: Audiences That Matter Right Now

January is when habits reset — and opportunities open up. From wellness starters and goal-setters to planners booking their first trips of the year, early signals can reveal a lot about what audiences will care about next. This guide breaks down key New Year’s audiences to prioritize now, and how to activate them in ways that drive relevance and performance beyond Q1. 

🛑 Xandr DSP Shutdown is Coming Soon — Are You Ready? 

The countdown is on: Microsoft will officially sunset its DSP (Microsoft Invest, formerly Xandr) on February 28, 2026. If you're still activating audiences or campaigns through the platform, now’s the time to finalize your transition plan. 

Lotame is here to help you move quickly and confidently. We've outlined practical next steps to ensure you don’t lose momentum — including how to match and activate your audiences across new platforms. 

👉 Read our guide: Microsoft’s DSP Shutdown: How to Transition Your Audiences 

Want more audience insights tailored to your region or campaign goals? Subscribe to our Lotame Data Exchange Newsletter.     

What we’re seeing — and hearing — across the industry right now. 

• World Cup 2026 will be the ultimate test of real-time, identity-powered marketing, as Chris Hogg explains in ExchangeWire, highlighting the impact of scale, culture, and second-screen behavior. Read more → 
  
  
• Smart marketers are moving beyond reporting results to understanding why they happen, a shift Alison Harding explores in IAB UK as key to driving long-term growth. Read more → 
  
  
• Digital advertising’s future is connected, intelligent, and performance-led, according to Zuzana Urbanova in B&T, where identity and collaboration power relevance at scale. Read more → 

February 25-26: Mad // North, London UK  

March 3-5: LiveRamp’s RampUp, San Francisco, CA 

March 18-19: ad:tech New Delhi, New Delhi, India  

June 2-3: Programmatic Pioneers Summit, London, UK 

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