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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

YouTube Announces New ‘Storefront’ Video Format With A Twist On DR

Google released a direct response ad format for YouTube on Thursday that will make YouTube ads more shoppable, and more closely integrated with a brand’s Google Merchant Center account. The idea is to make a video ad campaign a potential “storefront” for ecommerce companies, said YouTube sales VP Adam Stewart. The new ad format creates... Continue reading »
by James Hercher // June 18th, 2020 //
»
NBCU’s Mark Marshall On How TV Advertising Will Evolve This Year

AdExchanger's Social Distancing With Friends podcast now has its own channel. Subscribe on iTunes, Google Play, Spotify, Stitcher, or wherever you listen to podcasts. In March, NBCUniversal had “fortunately and unfortunately” just finished a recession-based ad sales deck, to pitch advertisers on strategies that worked during previous downturns, in case the economy did turn south this year, said Mark... Continue reading »
by James Hercher // June 18th, 2020 //
»
The IAB Tech Lab Sunsets DigiTrust, As Third-Party Cookies Turn To Dust

The IAB Tech Lab is shuttering the DigiTrust cookie-sharing program as of the end of July, the group said Wednesday. DigiTrust was a platform for SSPs and publishers to sync cookies with DSPs, thus improving match rates and web latency. The non-profit org spun out of an IAB working group in 2014, and the IAB... Continue reading »
by James Hercher // June 17th, 2020 //
»
ALC Rebrands As Adstra, And Enters The Crowded Identity Graph Market

The marketing data company ALC, which started out 40 years ago creating consumer segments for direct mail advertisers, relaunched Tuesday as Adstra, with a new mission as a data onboarding and identity graph provider. Adstra is following a well-beaten path for companies that transformed offline consumer data sets based on home addresses and landline phone... Continue reading »
by James Hercher // June 17th, 2020 //
»
BidSwitch's Barry Adams On Keeping An Eye On The Bouncing Ball In Ad Tech

AdExchanger's Social Distancing With Friends podcast now has its own channel. Subscribe on iTunes, Google Play, Spotify, Stitcher, or wherever you listen to podcasts. Barry Adams, general manager of BidSwitch, lived abroad for 20 years, in China, Hong Kong and most recently London – until the end of January this year, when he got married and moved to New... Continue reading »
by James Hercher // June 16th, 2020 //
»
Lytics: How An OG CDP Distinguishes Itself In a Crowded Category

This is the sixth in AdExchanger’s “Meet the CDPs” series. Read previous interviews with mParticle, Acquia-owned AgilOne, Amperity, Segment, ActionIQ, Bluecore and Microsoft. Everyone and their mother operates a customer data platform (CDP) nowadays. And that crowding obscures the actual purpose of a CDP, said James McDermott, co-founder and CEO of the CDP Lytics. “If... Continue reading »
by James Hercher // June 15th, 2020 //
»
AMC Becomes First Independent Network To Join The On Addressability Initiative

The On Addressability initiative, a joint venture between Comcast, Charter and Cox, has added AMC Networks as its first independent broadcast partner, the companies announced on Wednesday. Comcast launched the On Addressability initiative at the Cannes Lions festival in June 2019 to transition more TV commercials to addressable ad sales. The joint venture allows brands... Continue reading »
by James Hercher // June 10th, 2020 //
»
How B2B Sellers Became DTC Brands During The Pandemic

The direct-to-consumer brand revolution has been going strong for a decade, but the coronavirus pandemic has created new opportunities for B2B and wholesale manufacturers to flood the consumer market. Rastelli’s, a New Jersey-based food supplier, fortuitously started a consumer branding business last year, said director of marketing Zachary Paul. Instead of selling products through grocers... Continue reading »
by James Hercher // June 5th, 2020 //
»
Ad Tech Madness Stokes Online Competition For Tournament-Starved Techies

Welcome to Ad Tech Madness, a no-holds-barred Twitter tournament where David finally has a fighting chance against Goliath. Born as a content marketing stunt by Beeswax CEO Ari Paparo, Ad Tech Madness pits ad tech players against each other in daylong races for votes, and has captured pent-up desire for live competition and for elimination... Continue reading »
by James Hercher // June 2nd, 2020 //
»
Doritos To Sponsor Twitch Tourneys, Embracing Live Gaming Risk And Reward

Video games have proven their marketing mettle during the coronavirus crisis, with people stuck at home and live sports and TV frozen in limbo. The latest example of that trend comes from Doritos, which is teaming up with Twitch to host a series of esports tournaments over the course of the year. The Doritos Disruptor... Continue reading »
by James Hercher // June 2nd, 2020 //
»
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