Senior Editor
James covers the intersection of commerce, media and advertising technology.
AUTHOR ARCHIVE FOR:
James Hercher
Articles By James
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MarketShare And Other Vendors Unite Against Walled Gardens
Want to track across devices? Then you’re going to have to enter the walled gardens of Google and Facebook. But the open ecosystem is working hard – and working together – to catch up. It’s in this spirit that MarketShare launched Monday a “Consortium for Cross-Device Measurement,” which for now includes Drawbridge, Crosswise, Tapad and […]
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Google Up After Earnings, But Mobile CPCs Still Down
It was a day of firsts and lasts for Alphabet’s Q3 earnings call Thursday afternoon – the first since CEO Sundar Pichai took over in August and the last before the company unbundles its internal properties next year. Alphabet announced quarterly revenue of $18.7 billion, a 13% YoY increase. Google’s advertising revenue was $16.8 billion, […]
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How Programmatic Tech Will Become A Part Of The Storytelling Process
Creative and tech have an uneasy coexistence. But the advertising world is in the early stages of a new hybrid model, where creative relies on tech for personalization and storytelling. “With programmatic buying and targeting, the contextual opportunities are increased to quantum levels, and we’ll need machines in order to address them,” said Chick Foxgrover, […]
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ANA Masters: How The Power Of Positivity Is Affecting Marketing Budgets
Marketers are known for a near obsession with data – metrics, iteration and ROI – but a string of CMOs at this year’s ANA Masters of Marketing conference avoided the firm ground of data and measurement in favor risk-taking and experiential concerns. “Advertising isn’t dead, but it’s craving courage,” said Arby’s CMO Robert Lynch, pointing to […]
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ANA Masters Show: Disrupt Yourself Or Someone Else Will Do It For You
From global leaders to energetic startups, “internal disruption” has become the driving force behind marketing resources. “The scary thing for me is to see how fast the disruptors are themselves being disrupted,” said Pepsi’s beverage group president Bradley Jakeman at the ANA’s Masters of Marketing conference. He pointed to the speed with which a company […]
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How Ecommerce Companies Prepare For The Make-Or-Break Holiday Season
If late-year sales are particularly important to you, then your holiday strategy and product development should now be entering its final lap. What remains is a race to retain customers coming in during the blitz of holiday marketing. “The actual user connections should be in place before the holidays, not just a strategy,” said Richard […]
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Marketing Tech M&A Soars, Despite Stock Market And Venture Capital Angst
Mergers and acquisitions (M&A) are thriving in the red-hot technology industry, particularly in the United States, according to a spate of research reports released Thursday. In many pockets of the industry, there are fewer deals but the value of those deals has skyrocketed. The investment bank JEGI said the number of transactions in the database […]
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With No Safe Harbor, US Brands Will Struggle Through Choppy Atlantic Seas
The Court of Justice of the European Union (CJEU), the EU’s highest court, on Tuesday invalidated the “Safe Harbor” agreement, which since 2000 has allowed companies to store and transfer data between the US and EU. A pillar of the agreement required the US to ensure equivalent protections to those guaranteed by the EU, but […]
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PebblePost Wants To Link Online Advertising With Direct Mail
The ad tech community has taken its strategies to legacy marketing channels before – billboards, radio, point-of-sale systems and even linear TV. Now add direct mail to the list. PebblePost launched publicly and revealed a $3 million seed round on Tuesday. CEO Lewis Gersh hopes to bring real-time analytics to direct mail campaigns for the […]
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Button Announces New Marketplace As Brands Turn To Mobile Commerce
Deep-linking vendor Button announced the Button Marketplace on Thursday in an attempt to sustain the mobile app world without the need for digital ad dollars. “It’s an entirely different paradigm for apps,” said Michael Jaconi, Button’s co-founder and CEO. “You can’t capitalize on search and intent in this world like you did for the web.” […]