Hi there,
Alex Theriault here, CGO at Lotame.
You’ve probably seen the latest IAB data: half the digital marketing industry lacks a roadmap for AI. That’s… concerning.
If you’re not already in the right half — the half with a strategy — it’s time to catch up. Fast.
In my latest article, I lay out why AI without the right data isn’t a strategy — it’s just hype. If you really want to unlock AI’s potential, you need three things working together:
Think of it like this:
🚗 The platform = the engine
⛽ The data = the fuel
⚡ AI = the spark
Here’s where most teams get stuck: not enough usable data. If you’re not Amazon or Walmart, you probably don’t have the scale in your first-party data to train and power advanced AI. That’s where data collaboration becomes your superpower.
Here are a few questions to help you get started:
- Do I have enough interesting overlap with potential data partners?
- Will collaboration offer additive value — insights I couldn’t get alone?
- What identifiers are in play (MAIDs, emails, IPs)? Can they be resolved?
- Is my platform compatible with my stack — and future-proof enough to scale?
The good news? Lotame’s data collaboration platform helps you answer all of these — and act on them.
👇 I’ve laid out how to do it smartly — including the right partners to find, and how to assess your platform needs.
