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» James Hercher

James Hercher
Senior Editor

James covers the ecommerce, advertising technology, Google and other topics. He joined AdExchanger in March 2015 after a stint in communications for advertising technology companies. He spent two years in TV production, working for the NFL and then for the PBS NewsHour, where he covered the 2012 election and foreign affairs.

Contact James

Articles by James

Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a blog post on Monday. The change will mean that, going forward, the default attribution method for any conversion touchpoint – a new product... Continue reading »
by James Hercher // September 27th, 2021 //
»
How Rakuten Rewards Is Adapting To A New Affiliate Model – The First-Party Ad Platform

“The Sell Sider” is a column written by the sell side of the digital media community. Rakuten Rewards, formerly Ebates, is an 800-pound gorilla in the affiliate marketing business. But what’s the point of being biggest if nobody wants to be in the affiliate business? Since its acquisition by the Japanese ecommerce giant Rakuten and... Continue reading »
by James Hercher // September 24th, 2021 //
»
Oracle’s Moat Launches Outcomes API For CPG Sales, With StackAdapt As Initial DSP Partner

The results are in. Oracle’s Moat Outcomes API, a product that attributes digital ad impressions to in-store product sales, announced its first DSP integration with StackAdapt on Thursday. The product is specific for CPG and retail vertical clients, with Moat licensing data from retail membership and loyalty programs to connect those customers to online identity... Continue reading »
by James Hercher // September 23rd, 2021 //
»
Why Non-Advertising Businesses Are Going Into Ads

One of the most important trends in advertising right now is the rapid growth of ad businesses stood up by non-advertising companies. The OG of this category is Amazon. The online retailer has shown ads can be a high-margin addition to the bottom line, boosting profit without heavy upfront investments for any business with valuable... Continue reading »
by James Hercher // September 22nd, 2021 //
»
Oracle Fuses Together A CDP And CRM For A Lead-Gen Tool

Oracle launched a prospecting and lead-scoring product called Fusion Marketing on Monday, as the company tries to reframe the value of the CRM in a world gone crazy for the CDP. Fusion is the first in a series of what Oracle is calling “Engineered Experiences,” its term for automating workflow processes across different business orgs... Continue reading »
by James Hercher // September 20th, 2021 //
»
How Online Grocery Seller Hungryroot Benefits From Not Launching An Ad Platform

The country’s largest grocers are adapting to new shopping habits with a hybrid model that combines their brick-and-mortar footprint with online advertising platforms. Although Amazon paved the way with its ad platform and 2017 acquisition of Whole Foods, grocery giants, including Kroger and Walmart, are also investing heavily in sponsored search and programmatic. And now... Continue reading »
by James Hercher // September 15th, 2021 //
»
Meet System1, The Billion-Dollar Ad Tech Biz IPOing Later This Year

Are you tired of SPACs already? Too bad! There are more SPACs. Another market entrant is the performance advertising company System1, which will list on the Nasdaq later this year, likely by November, after completing a merger with one such “special purpose acquisition company,” said CEO and co-founder Michael Blend. System1’s SPAC arrangement isn’t analogous... Continue reading »
by James Hercher // September 9th, 2021 //
»
Why Spectrum Brands Is Bringing Its Amazon Advertising Approach To The Web

There is a distinct Amazon approach to advertising, and it’s taking over the rest of retail media. To be successful within the walled garden platform, brands must be sharply focused on search. They also become accustomed to seeing ad costs factored as an incremental part of overall sales. Spectrum Brands honed its advertising approach on... Continue reading »
by James Hercher // September 3rd, 2021 //
»
Mediaocean Switches Private Equity Owners, As It Evolves For An Internet-Delivered Age

Mediaocean will be switching private equity portfolios, moving from Vista Equity to CVC Capital Partners and TA Associates, the company announced on Tuesday. The valuation of Mediaocean or of Vista’s stake was not disclosed, except that CVC and TA are taking on Vista’s equity share. John Nardone, CEO of the Flashtalking ad server that Mediaocean... Continue reading »
by James Hercher // September 1st, 2021 //
»
Madtech Founders Spot Advisory Opportunity For Ad Tech Vets

A number of longtime programmatic veterans have shifted to independent consultancies, since so many brands, publishers and tech companies need help with data-driven business transformation. And the category gained another competitor on Tuesday with the launch of Madtech Advisors, a consultancy founded by Bob Walczak, who will serve as CEO, and Aditya Kulkarni serving as... Continue reading »
by James Hercher // August 31st, 2021 //
»
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