Case Study: Publicis Media achieves data-driven audience insights and campaign optimisation with Lotame DMP

Programmatic Trading Team Adopts a Data-First Approach to Consumer Insight and Analytics

Publicis Media’s Audience on Demand (UAE), a programmatic trading hub for agencies across the Middle East and North Africa, needed to adopt a data-first approach to deepen consumer insight, refine audience targeting and drive greater efficiency for client campaigns.

They deployed Lotame’s Data Management Platform, collaborating closely to layer demographic, socio‑economic and interest data and build custom 1st/2nd/3rd‑party segments with exclusion logic to avoid oversaturation. Within months they were tracking 30+ campaigns, onboarded over 10 clients in six months, and improved activation, optimization and overall campaign performance.

Publicis Media

Roli Okoro

Group Director, Audience on Demand