Senior Editor
James covers the intersection of commerce, media and advertising technology.
AUTHOR ARCHIVE FOR:
James Hercher
Articles By James
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Walled Gardens Are Winning Because Brand Marketers Want More Easy Buttons
Despite programmatic tech adoption, this world of three-letter acronyms is as foreign to some digital marketers as reading a medical journal.
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Programmatic Leaders Who Testified In The DOJ’s Google Suit Are Vindicated, And Still Not Done
AdExchanger spoke to a number of programmatic leaders who testified in the DOJ’s Google antitrust trial last September.
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Advertisers Finally Win Key Transparency Concessions From Google’s Performance Max
A long-awaited development: Advertisers will soon be able to see around three of the most important transparency blockers in PMax.
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The Possible Show: Can It Possibly Be A Tentpole Already?
The art-filled lobby of Miami’s Hotel Fontainebleau was overtaken by the trappings of ad tech this week for the third-annual Possible Conference, a show that’s rapidly established itself as an influential industry event.
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Yahoo Joins The CAPI Trend With The Launch Of Its Conversions API
Call Yahoo one of the converted. Yahoo DSP launched a new Conversions API (CAPI) product, following in the footsteps of Meta and other platforms such as Snap, TikTok and Pinterest with their own CAPI tools.
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As CTV Blooms, It’s Knives Out For The Trade Desk’s Take Rate
It’s knives out for The Trade Desk’s take rate as competitors slash the demand side’s margin and pile on the incumbent during a moment of rare vulnerability.
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Q1: Google’s Earnings Are Up, AI Is Growing – And All Controversies Are Neatly Ignored
Alphabet had another stellar earnings report. But neither its leadership nor investors ever mentioned the two landmark ongoing antitrust suits. Chrome’s reversal on third-party cookies also never came up.
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Beware The Platform Incrementality Trap
Incrementality measurement may be a sound methodology, but online ad platforms are not really bringing a steady river of new-to-brand customers with their incrementality-based solutions.
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PODCAST: AdExchanger TalksHow Ecommerce Brands Are Finding Customers During A Tempest Of Headwinds
Americans are dealing with tumultuous change. For an ecommerce ad agency, that means navigating the same tariff craziness, Temu advertisements being pulled from the US market, the Meta ad platform going haywire and platform AI solutions all looking to replace human agency services.
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How Chips Ahoy, A Product Everyone Knows, Went About Reinventing The Brand
Sabrina Sierant joined Mondelez more than 12 years ago, which seems like a prior age in shopping terms. In December 2019, she took on marketing for the US Chips Ahoy business, as Mondelez orchestrated a major rebrand and reinvestment in its cookie brand.