Unwrapping Data Curation: Key Insights from Lotame’s Chris Hogg

Data curation. Everyone is talking about it.

As it transforms programmatic advertising, some publishers remain a bit wary. Doesn’t curation just add another middleman between publishers trying to sell their valuable inventory? As Lotame’s Chief Revenue Officer, I’ve seen firsthand how data curation is helping both publishers and advertisers maximise their results. I shared some of these insights alongside other industry experts in the IAB UK’s recent webinar, “Unwrapping Data Curation: Revolution or rebrand?” 

What is Data Curation, and Why Does It Matter?

In the webinar, we explore what data curation is and how it differs from traditional programmatic advertising practices. In essence, data curation allows publishers and data owners to manage and package their inventory with data, creating tailored offerings accessible via private marketplaces. This process enhances transparency, control, and efficiency for both buyers and sellers—key factors in an industry navigating privacy changes and shifting identity solutions.

Data curation is not merely a repackaging of old methods but a significant evolution driven by the need for better performance and alignment. As I shared during the webinar, “The experience today is more of an evolution of what the market’s been doing. It adds a lot of efficiencies—not only to people that operate in it but also for curating and buying inventory.”

Key Benefits of Data Curation

For Lotame, the value of data curation lies in its ability to address modern challenges and unlock new opportunities:

• Addressability: One of the reasons why curation has taken off in the past year is the addressability challenges—the third-party cookie challenge. By integrating data on the supply side, Lotame’s curated marketplace offers more precise targeting in environments where traditional identifiers are no longer available.
  
• In-Flight Optimisation: A standout advantage of data curation is its ability to support real-time adjustments. From the audience side of Lotame’s business, we can now access more data—not just audience data but performance data and KPIs—much faster on the supply side. This allows us to optimize campaigns mid-flight, improving outcomes and ROI on behalf of our clients.
• Empowering Publishers and Advertisers: Data curation empowers publishers by enabling better inventory discovery and higher CPMs, while advertisers gain access to more diverse and relevant inventory. Not all publishers can attract all types of advertisers. Curation adds intelligence layers, enabling diversity in brands advertising across inventory.

Dispelling Misconceptions About Curation

One of the recurring themes in the discussion was the need to demystify data curation. While some critics liken it to older ad network models, curation is far more sophisticated and beneficial. Everyone thinks they know what curation is until you put the label ‘curation’ on it. That’s where it starts to get a little confusing. At Lotame, we focus on simplifying the concept for advertisers, publishers, and agencies alike, ensuring they understand its value.

Looking Ahead: Curation in 2025

So what’s the future of curation in 2025? I’d like to see how measurement and attribution play out—whether we can meet in clean rooms to assess performance, brand data, and campaign results. That’s where I think we’ll see significant developments happening this year. Either way, at Lotame we are committed to staying at the forefront of industry innovation.

Watch the full IAB UK’s webinar for a comprehensive exploration of data curation, including its mechanics, benefits, and the evolving role it plays in the advertising ecosystem. From enhancing addressability to improving campaign performance, data curation is transforming how publishers and advertisers connect and collaborate.

Thanks for taking the time to read my perspective, and stay tuned for more updates and thought leadership from Lotame as we continue to empower our partners with innovative solutions for a Data-Empowered future.

– Chris Hogg, Chief Revenue Officer, Lotame