emetriq

Companies Underestimate First‑Party Data Value — Peter Lorenz

In an interview, Peter Lorenz (Director Business Development and Product Marketing at emetriq / T Advertising Solutions) argues that companies often undervalue their first‑party data and should prioritise data quality, consent and matchability over raw volume. He explains emetriq’s consent‑based approach: hashed login and web movement data from premium partners are matched via a Trusted Third Party to create seed audiences that can be scaled into lookalikes and activated on DSPs or matched to services like Utiq and SSP Equativ. Lorenz sees AI and large language models as both an opportunity for new audience modelling and a privacy/data‑sovereignty risk. He recommends advertisers: (1) inventory and understand existing data, (2) run small tests (e.g., reactivation campaigns), and (3) measure outcomes to prove value. He also defends the open web as a competitive advertising channel when combined with proper identity and data activation solutions.

emetriq increases team size from 90 to 110 Data Lovers

Wir sind 110 Data Lover. ... Das ist unser rund 110-köpfiges Management:

Adform strengthens leadership team with DACH hire

Adform has expanded its senior leadership: Daniel Neuhaus joins as Senior Vice President and Regional President for the DACH region, while Stefan Sommer is promoted to Chief Growth Officer. Both will report to Oliver Whitten, Chief Operating Officer, and will be members of Adform's Senior Leadership Team. Neuhaus brings over 20 years of adtech experience, including a recent role as VP DACH at The Trade Desk and previous co‑founder positions at Emetriq and Xplosion; he will run Adform’s business in Germany, Austria and Switzerland from Hamburg and oversee Splicky (acquired by Adform in late 2025). Sommer, an Adform veteran of ten years, moves from DACH and Global Sales & Partnerships leadership into a global role responsible for partnerships, media/data/technology business development and commercial corporate development.