Lotame

Higher Education Audience Insights: What Behavioral Data Reveals About College‑Connected Consumers

This article discusses insights derived from behavioral data about college-connected consumers, providing valuable information for marketers targeting this demographic.

Publicis Reframes Identity with LiveRamp Acquisition

Quo Vadis published an analysis and hosted an interview with Mathieu Roche to unpack Publicis’s acquisition of LiveRamp and its implications for identity economics in advertising. The piece argues Publicis bought positional infrastructure and data-exchange capability rather than short-term profits, following prior buys such as Epsilon and Lotame. It frames identity as a means of exchange (a currency that enables trades of inventory, audience data and measurement) and revisits the 'Identity Trade-Off Frontier'—the historical tension between scale and ID precision—arguing recent infrastructure advances have expanded that frontier. The article introduces the 'Gravity Theory of Data Trade' to explain network effects and raises neutrality and lock-in questions now that LiveRamp sits inside a major holding company. The post also lists related Cannes events and calls out wider industry shifts from cookies toward infrastructure and collaboration.

Coca‑Cola CFO Prioritizes Data Matching Ahead of Review

Coca‑Cola's president and CFO John Murphy said the company is focused on matching its proprietary first‑party data with partner and agency-held customer data to create new intelligence. The comments came ahead of a global agency review covering media, data and technology that will be managed by Mediasense, begin in July and conclude with a decision in the fall; the review excludes North America, Japan and Korea and will not touch global creative and PR (which remain with WPP). The piece frames the review as a direct test between Publicis’s strategy of building a proprietary data stack (Epsilon, Lotame, LiveRamp, CoreAI) and WPP’s privacy‑first connective approach (InfoSum, GroupM, WPP Open). Industry experts warned that converting combined first‑party data into decision‑ready outcomes is as much a people and integration problem as a technology one.