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Are Free Platform Audiences Really Free? Every marketer loves a freebie. When a large media platform offers ready-made audience segments at no additional cost, the proposition can feel irresistible. Need to reach in-market auto buyers, frequent travelers,

Audience portability has quietly become a baseline requirement. Most marketers and agencies don't run on a single demand-side platform (DSP) anymore. Different DSPs support different inventory, formats, and regions, so activation rarely happens in just on

The deal, which will see Lotamepositionedwithin Epsilon, gives Publicis a view into nearly 4 billion consumers, or 91% of internet-connected adults.

With the death of the cookie near andchannels like CTV continuingto grow, advertisers' needs for robust identity solutions are increasing.

Data management company Lotame is announcing a new way for publishers and marketers to track identity that it calls Panorama ID. For years, online