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Christopher Hogg, CRO at Lotame, has spent more than a decade helping brands, publishers, and agencies extract real value from audience data on the open web. He makes the case that brands spending all their budget in walled gardens are missing two-thirds of the internet’s attention, and that data collaboration, not data ownership, is what comes next.
“Data collaboration is the foundation of everything that comes next in advertising. Two-thirds of the attention on the internet comes from the open web.”
Christopher Hogg is the Chief Revenue Officer at Lotame, the data collaboration platform that has been helping brands and publishers manage, activate, and monetise audience data for over 18 years. He has been with Lotame for more than 13 years, first as a customer at France Telecom, then setting up the London office, and ultimately leading the business globally as CRO.
Chris began his career in digital production and web design at Independent Magazines and Independent News and Media before moving into ad operations at Orange UK, where he spent five years developing his understanding of advertising technology from the inside. He joined Unanimis as an advertising technology and development manager before founding Tech Connections Limited and then joining Lotame to build its European operation from scratch.
Under his leadership, Lotame’s EMEA business grew into a major operation, and his role expanded to cover global revenue. He has also served as temporary CMO, a dual brief that sharpened his view of how revenue and marketing functions must work in genuine alignment. He is an investor in FirstPartyCapital, the sector-focused ad tech and martech venture fund.
“You can spend all your money in the walled gardens. But you’re missing two-thirds of the attention on the internet.”
“The CRM is where the data journey starts. But brands are increasingly aware it is only one part of the picture.”
Lots of traffic arrives at a brand’s digital properties without ever declaring itself. The CRM captures the declared audience, the people who have registered, submitted a form, made a purchase. But the undeclared audience is often larger and equally valuable. Understanding what technology you need to serve different use cases, across both known and unknown audiences, is the real data challenge that brands are only beginning to grapple with.
“We ungated all our content. They need to get there on their own steam.”
Lotame removed content gates across its digital estate, choosing to prioritise the quality of the prospect journey over the volume of email addresses collected. People who reach out having consumed multiple pieces of thought leadership at their own pace arrive with more context, more intent, and less friction, ready to have a genuine commercial conversation.
“Partnerships are key. The ability to make data work collaboratively across the ecosystem is where this is going.”
The DMP era, centralised audience data management, is giving way to a more distributed model where data is shared, enriched, and activated across partner relationships. Brands, publishers, and platforms are increasingly looking not just at their own data assets but at how those assets can work harder through collaboration. Chris sees this as the defining opportunity in ad tech over the next decade.
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