Hi there,

Let’s be honest — programmatic advertising hasn’t exactly aged like fine wine.

It’s fast, sure. Automated? Definitely. But if you’ve ever wondered why your campaigns aren’t performing quite like they used to… or why your ads keep showing up in places you’d never choose yourself… you’re not imagining things.

The reality is: the way we buy media needs to evolve.

That’s why I’m such a big believer in curated media buying.

While traditional programmatic has its place, curated media buying takes things a step further — starting with high-quality placements and building your audience strategy around real engagement. It’s smarter, more transparent, and way more cost-effective.

Here are a few ways you can put it into action:

👉 Think quality over quantity. Start by asking: Where is my audience most engaged? Not just where they exist — where they care. That’s where your ads should be.

👉 Be open to surprises. One of our clients — a global CPG drinks brand — discovered their tequila lovers were also engaging with luxury wellness sites and financial content. Who knew? That kind of insight only shows up when you let the data guide you.

👉 Take back control. With curated buying, you get full visibility into where your ads appear — no more guessing, no more wasted spend, and no more brand safety nightmares.

It’s not about ditching everything that works — it’s about upgrading how we make our media work smarter.

💬 If that sounds like a shift you’re ready for, check out my full article.

Let’s make media buying more meaningful — together.

Alison Harding

VP of Data Solutions, EMEA, Lotame 

Podcast · 37-min listen

CTV, Clean Rooms & the Real Value of Data — A Chat with Lotame’s Chris Hogg

In this episode of The CTV Podcast, Lotame’s CRO Chris Hogg joins Paul Gubbins to unpack the evolving data landscape—from identity in streaming environments to why clean rooms and retail media are more than just hype. If you're thinking about how to activate first-party data across CTV and beyond, this one’s packed with insight.

Case Study · 3-min read

Lotame’s Curated Marketplaces Deliver Deep Consumer Insights for Global CPG Brand

This global CPG drinks brand partnered with Lotame and PHD EMEA to reach luxury travelers and whiskey drinkers across the UK, Spain, and Singapore. By leveraging Lotame’s Curated Marketplaces, the brand uncovered deep consumer insights, optimized media efficiency, and boosted engagement—all while cutting costs by up to 33%. 

Lotame's Audience Corner highlights trending audiences from the Lotame Data Exchange, giving marketers a timely edge for seasonal planning and activation. As we move into Q2, the focus shifts to family moments, cultural celebrations, and peak summer behavior. Tap into these top-performing prepackaged audiences to power smarter, more personalized campaigns:
 

💐 Mother’s Day Gift Shoppers
🎖️ Memorial Day Travelers & Deal Seekers
🌈 Pride Supporters & LGBTQ+ Allies
👔 Father’s Day Gift Buyers
✊🏾 Juneteenth Observers & Cultural Advocates
⚽ Copa América Enthusiasts
🇮🇳 Eid al-Adha Observers
🇦🇺 EOFY Deal Seekers
🎆 Fourth of July Planners & Patriotic Consumers
🌞 Summer Vacationers & Outdoor Enthusiasts 

Want more targeted audience insights for your region? Subscribe to our Lotame Data Exchange Newsletter.  

Data Transparency in Focus: Lotame’s APAC Managing Director, Nish Raju, shares his perspective with Campaign Asia on why the adtech industry continues to face challenges around consumer data—and what needs to change.

Raising the Next Generation of Changemakers: Lotame’s Chief Growth Officer, Alex Theriault, speaks with MediaShotz about raising the next generation of changemakers—and how she’s helping her sons champion gender equity every day.

April 28-30: Possible, Miami, FL

May 5-7: Digiday Programmatic Marketing Summit, Palm Springs, CA

June 5-6: Programmatic Pioneers Summit, London, UK

June 16-20: Cannes Lions, Cannes, France

July 1-3: MAD//Fest, London, UK

👍  Like what you see? Forward to a friend and have them subscribe.