Lotame Data Exchange has grown 50% YOY every year since 2011
Lotame announced the promotion of Evgeny Popov to Head of Global Data Solutions. In his new role, Popov will be responsible for driving data revenue globally for the Lotame Data Exchange. Reporting to Jason Downie, Lotame’s Chief Strategy Officer, Evgeny will also work closely with the data operations team and supervise the global data sales team.
“In the last few years, Evgeny spearheaded triple-digit data growth in the APAC region, and has been a steady presence in that market, developing relationships with senior agency personnel, DSPs and other market leaders,” said Downie. “I am excited for him to pick up the leadership torch and apply his Lotame and market knowledge and experience on a much broader scale.”
With Popov’s move to Lotame’s headquarters in New York for his new role, Lotame has hired Zuzana Urbanova as the Head of Data Solutions for APAC. Prior to Lotame, Zuzana held the position of Senior Sales at Snapchat, APAC. Zuzana brings over a decade of experience in the advertising and media industry and has moved from Sydney to Singapore to take on the new role at Lotame.
Popov’s move comes as Lotame’s data business continues to expand rapidly. Lotame’s third-party data marketplace now has a total of over 4 billion data points and is actively selling more than 5,000 segments across more than 50 countries, with annual growth of 50%. Lotame also saw 460% growth in global second-party data adoption in 2018 with Lotame Syndicate, the company’s private second-party data marketplace. This growth is driven by a shift in the industry from data scale to data quality but also a change in data technology demands.
“Publishers and marketers are demanding more flexibility and tailoring for their data solutions, meaning a one size fits all approach isn’t cutting it anymore,” said Popov. “Our growth is a testament to our ability to provide a diverse portfolio of solutions and capabilities that cater to specific needs of each client. With our unstacked approach, I look forward to helping expand our global data business. Being a leader in data management, and with our incredibly flexible product architecture offerings, Lotame is uniquely positioned to serve the needs of the marketplace.”
To provide the industry with better data quality, Lotame launched Precision Audiences, a year ago — enabling the use of first-of-its-kind hyper-accurate data segments that exceed industry on-target benchmarks and improve targeting, insights and analytics capabilities. To date, Lotame has seen a significant portion of its DMP client base purchase at least one Precision Audience segment. Additionally, Lotame has expanded its strong data offerings to television. Lotame distributes Smart TV Data Segments — allowing advertisers to reach and engage with television viewers by targeting audiences across all digital devices using Lotame Device Graph to resolve identity.