MSoM #53 | Alexandra Theriault on intersection of martech & adtech and the role of first-party data in a post third-party-cookie world

Aug 16, 2023

Listen on Apple, Spotify, Google and everywhere else.

Welcome to Making Sense of Martech, interviews with some of the most interesting people in marketing technology.

Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech adds additional context to what's featured every week by interviewing the people behind the research, ideas, and important work.

A conversation with Alexandra Theriault.

In this episode, we have Alexandra Theriault, the chief growth officer at Adtech company Lotame. Alexandra has been working with Lotame for more than 15 years, playing several key roles in the company as it has grown into an international Adtech player.

Lotame plays a key role in advertising and increasingly in the Martech industry through its widely used cookieless Panorama ID , data marketplace and recently announced Spherical platform, a CDP accelerator. Complementary to the CDP and accelerating that into Adtech use cases.

In this episode, we talk about why Lotame has decided to step into the Martech world with the Spherical platform, the role of first-party data in a post third-party-cookie world, how identity is changing in Adtech and if we’ll start to see a divergence or paid and owned focused CDPs.

Listen on Apple, Spotify, Google, and everywhere else.

You can find Juan on LinkedIn and Twitter.

📚 Resources

Lotame | Customer Data Management | Identity Solutions
Lotame offers data solutions for marketers & media owners. We provide smarter, faster, easier ways to use customer data.
Panorama Panorama ID - Lotame
Lotame Panorama ID is a global people-based, privacy-compliant identity solution for the open web that is freely accessible and interoperable
TMW #110 | The day customers stop sharing data
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