Hey marketers,
Ryan Madigan here, and this month I want to talk about something every agency is navigating right now: how to confidently choose the right data in an increasingly crowded marketplace.
If you’ve opened any data marketplace lately, you’ve seen it—thousands of audience segments, hundreds of providers, and no shortage of performance claims. More choice should mean better outcomes… but in reality, it often creates more complexity.
So how do you cut through the noise?
🔍 Your 4-Step Cheat Sheet
- Data source matters – Know whether signals are owned, aggregated, or modeled
- Scale vs. precision – The best campaigns blend both
- Identity readiness – Ensure compatibility across CTV, mobile, and cookieless environments
- Activation performance – Prioritize what works in real campaigns, not just on paper
👉 Check out this agency checklist for a full guide on how to evaluate partners.
💡 Where Lotame Fits
Lotame helps simplify data buying—connecting you to trusted, scalable audiences that activate seamlessly across channels.
With our Data Empowered approach, you can:
✅ Reach high-intent audiences across any screen
✅ Activate faster with interoperable identity solutions
✅ Drive performance with data built for real-world use
Because better data decisions lead to better campaign outcomes. 👉 Let’s connect and start building your next Data Empowered campaign.
Best,
Ryan Madigan
Senior Director, Data Marketplace Supply
Lotame
