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»

» James Hercher

James Hercher
Senior Editor

James covers the intersection of commerce, media and advertising technology.

Articles by James

Volta Charges Up Its Ad Business As Retailer Media Networks Hit Their Stride

Mike Schott joined Volta, which makes electric car charging stations, almost six years ago to build out the company’s nascent advertising business. That makes Volta early to the everything-is-an-ad platform trend. It’s the only electric car charging station company with an adjacent ad business. Companies that have access to O&O inventory and at least some… Continue reading »
by James Hercher // June 9th, 2022 //
»
Web Standards Orgs Call Out For Help As They (And Online Ad Revenue) Are Swamped By Change

Asbestos was an essential, even miraculous part of worldwide construction for a century. It keeps buildings cool in the heat and preserves heat in the cold; it holds buildings together and prevents them from burning down. One problem: Asbestos does horrible violence to human lungs. The example of asbestos is relevant to ad tech because… Continue reading »
by James Hercher // June 8th, 2022 //
»
European Baby Brand Bugaboo Makes Its First US-Focused Social Media And Content Play

Jeanelle Teves lives on the Upper West Side of Manhattan, where the sidewalks are jammed with UPPAbaby strollers. And now it’s her job as general manager of Amsterdam-based baby gear company Bugaboo’s North America business to expand the challenger brand’s presence stateside and into Canada. Teves joined Bugaboo a year ago following a long stint… Continue reading »
by James Hercher // June 3rd, 2022 //
»
The Programmatic Prognosticator Who Sees The Tide Turning From Walled Gardens To The Open Web

Laura Martin, a media and tech analyst at investment bank Needham & Company, opened her presentation at AdExchanger’s Programmatic I/O in Las Vegas this week by singing her own walk-on music. “I came in like a wreccckkkkkiiiiinnnnggggg baaalllllllllll.” The Miley Cyrus single was an apt choice, since Martin came in hot with some bold, contrarian… Continue reading »
by James Hercher // May 27th, 2022 //
»
The Big Story: Frontline Reporting From The TV And Podcast Upfronts

The NewFronts are old news. Now it’s all about the upfronts, which are old. But don’t forget about the podcast upfronts, which are newer than the NewFronts but named after the TV oldfronts … or upfronts. Moving on, these razzle-dazzle events are called “fronts” because they’re the venues where big-name media companies woo the ad… Continue reading »
by James Hercher // May 26th, 2022 //
»
Google Unveils New Shopping Ad Formats And Packs More Demand Into Performance Max

Google announced the latest updates to its shopping ad products at Google Marketing Live on Tuesday, with changes on the backend to how advertisers use its tech and on the consumer side. These changes are becoming more necessary as the mobile Google Search feed evolves from primarily text-based responses to more visual elements on the… Continue reading »
by James Hercher // May 24th, 2022 //
»
Why This Server Company Launched Its First Ad Product – And Why It Won’t Be The Last

Edgemesh Server, a commerce-based site and server operator, launched its first solution targeted at the ad industry this month to help commerce companies identify and root out bots and automated traffic that trigger valueless ad clicks. Edgemesh is one of several new cloud and mar tech solutions that see programmatic advertising and commerce as a… Continue reading »
by James Hercher // May 19th, 2022 //
»
Brands Lean On New Attribution Tech – Just Don’t Call It MTA – As Budgets Split To New Channels

A rose by any name will smell as sweet, sure. But attribution by any name doesn’t work the same. Marketers are trying to figure out how their ad budgets are actually working for them. Just don’t call it multitouch attribution (MTA). Or perhaps don’t call it attribution at all. Madan Bharadwaj, co-founder and CTO of… Continue reading »
by James Hercher // May 17th, 2022 //
»
The Pivot To AVOD Is Happening And The Trade Desk Is Here For It

2020 was the year of CTV … and then 2021 was also supposed to be the year of CTV … … but this year is shaping up to be the real year of CTV. That was the main message during The Trade Desk’s Q1 earnings call Tuesday afternoon, when the company reported revenue of $315… Continue reading »
by James Hercher // May 11th, 2022 //
»
How TikTok’s Ad Platform Stands After A Half Year Of Whirlwind Growth And New Products

Seven months ago, TikTok surpassed one billion worldwide users, breaking into a club that previously consisted only of Google and Facebook apps. Since then, TikTok has been on a massive ad platform expansion campaign as it tries to both follow in the footsteps of apps like Facebook, Instagram and YouTube, and differentiate itself from the… Continue reading »
by James Hercher // May 11th, 2022 //
»
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