Senior Editor
James covers the intersection of commerce, media and advertising technology.
AUTHOR ARCHIVE FOR:
James Hercher
Articles By James
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How Colgate-Palmolive Got All Of Its Agencies To Report The Same Data
Getting dozens of ad agency partners around the world to work together is like herding cats – but Colgate-Palmolive was able to do it.
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Meet The Netflix Ads Suite, Introduced By Ads VP Nicolle Pangis
The Netflix Ad Suite, as the company is calling it, is set to launch April 1, the company’s new Advertising VP Nicolle Pangis disclosed during the Cynopsis and AdExchanger CTV Connect event in New York City last week.
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Learning To Live With Our New AI-Based Advertising Overlords
AI and machine learning services have come a long way in the past couple years, and these changes have introduced a whole new vocabulary for marketers trying to get a handle on how products like PMax work.
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Meet The Free Gaming Platform – Founded By An Ad Tech Vet – That’s Putting CTV Ads In Video Games
Video gaming is the only market where revenue is largely tied to the sales of consoles and ad-free subscription services, André Swanston tells AdExchanger.
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Tillamook’s Takeaways From Becoming A National Grocery Brand
“There were some lessons early on,” Dawn Brodehl, Tillamook’s manager of omni-shopper marketing, tells AdExchanger of the company’s expansion to a national brand. For one thing, did you know that ice cream and dairy products can explode when they’re shipped over the Rocky Mountains?
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Publicis Acquires Lotame, Marking The End For One Of Ad Tech’s Evolutionary Wonders
Publicis Groupe continued its years-long streak of acquiring non-agency ad tech and data sales companies with the announcement on Thursday that it has bought Lotame, a data management system for advertisers and publishers.
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Target Reports Soft Store Sales But Optimistic Ad Revenue
Target reported $649 million in revenue from its Roundel advertising business in 2024, up about 25% from 2023, during its Q4 and full-year earnings report on Tuesday.
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Viant Acquires Lockr, And It’s All About Connecting IDs
Viant announced that it acquired Lockr, a consumer and business service for managing email inboxes and data opt-ins, during its Q4 earnings call Monday.
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IAS Outperforms Ad Tech’s Q4 Slump And Outgrows Its Verification Roots
Integral Ad Science broke a streak of punishing quarterly earnings reports for public ad tech companies when it announced better-than-expected Q4 results on Friday morning.
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Why Return Rates Will Someday Be A Key Retail Media Metric
Today’s roundup deals with an uncomfortable topic that, at some point, retail media companies must reckon with. It’s not transparency, or MFA, or standardization. It is the issue of rising return rates.
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‘Is The Open Internet Healthy?’ Magnite Reports CPMs Dipped In Q4
Magnite ended up with a scrappy 4% year-over-year growth rate in Q4 2024, after a sudden, unexpected drop in display and online video CPMs during November and December, which caused the company to miss its revenue guidance.
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Seeing Through The Hype: The Difference Between AI And Machine Learning In Marketing
There are many open questions for marketers who want to implement AI-driven ad tech – and for customers considering the new AI-powered Oral-B. What does it even mean when a vendor touts its AI capabilities?
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Walmart’s Ad Business Cleared $4 Billion In 2024 And Is Only Getting Started
Walmart’s ad business is starting to click. The company generated $4.4 billion in global ad revenue in 2024, up 27% year-over-year, the company disclosed in its latest earnings report on Thursday.
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For Snack And Candy Brands, This Is The Start Of The Ozempic Era
2025 is officially the year that GLP-1 solidifies itself as a force in the advertising world.
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How Data-Driven Retail Marketers Try To Manage The Unmanageable
Last week, at an industry event hosted by RTB House, a group of retailers took the stage to discuss their plans (and frustrations) with data-driven advertising this year.
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The Trade Desk Promises Big Changes After Missing Its Q4 Guidance
“For the first time in 8.5 years as a public company, our results came in below expectations,” The Trade Desk CFO Laura Schenkein told investors during the company’s Q4 and full-year 2024 earnings reports on Wednesday.
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Kevel Extends To Walled Garden Retail Media With Nexta Acquisition
The convergence of on-site retail and shopping across the web got a little more converged on Tuesday with the news that Kevel has acquired Nexta.
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Lawmakers Demand Answers From Ad Tech Vendors Allegedly Monetizing CSAM
On Friday, Sens. Marsha Blackburn (R-Tenn) and Richard Blumenthal (D-Conn) sent co-written letters to Amazon, Google, Integral Ad Science, DoubleVerify, the MRC and TAG notifying the companies that they have been identified as “responsible for serving or certifying” ads on pages hosting child sexual abuse material (CSAM).
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Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up
Amazon’s advertising services group earned $17.3 billion in Q4 2024, up 18% year over year.
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Criteo’s Investors Like Its New Enterprise Software Status (And Its Free Cash Flow)
Criteo’s shares leapt more than 20% Wednesday morning after the company reported continued profitability growth and a strong financial footing.
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Nodals AI Launches As The Latest Custom Algo Replacement For Ad Tech
Nodals AI launches, with its own spin on the custom algorithm ad tech category.
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The Alphabet Moneymaking Machine Grows Despite All Challenges
Alphabet is beset by challenges on all sides. But the company’s revenue growth remains unchecked.
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Why Chinese Ecommerce Ad Budgets Hang In The Balance
Chinese advertisers and ecommerce companies have become a force in American shopping. What happens now?
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Why Button’s New CRO Sees Retail Media As A Revenue Lifeline
Lauren Newman, a news publishing and affiliate marketing vet, has high hopes for commerce media to turn things around.
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Retail Tech Is Ready To Help Retailers Solve All The Wrong Problems
Brick-and-mortar retail is blowing it – and their efforts were on full display at the NRF’s Big Show in New York City last week.
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Rokt Acquires mParticle For $300 Million
Commerce media just went shopping. On Thursday, ecommerce marketing company Rokt acquired customer data platform mParticle for $300 million.
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People Managing Google Ad Campaigns Are Getting Their Accounts Seized By Scammers
Multiple criminal rings around the world are orchestrating surgical phishing scams that target ad industry media buyers. Specifically, fraudsters are duping ad buyers who log in to Google Ads after running a Google Search.
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Why Grassland Beef Put A Vendor In Charge Of Search And Social, Not The Platforms
Putting an independent vendor like Albert AI in charge of its search and social campaigns means Grassland Beef retains visibility and control over its marketing.
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2025 Is The Year Ad Tech Goes To The Clouds
Ad tech is headed to the stratosphere. As in, on the way to becoming part of the cloud infrastructure technology.
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Can Generative AI Unlock Streaming Media To Millions Of New CPGs And SMBs?
The killer application for generative AI tech in TV advertising right now is very simple: auto-creating videos that small and local businesses can use to run CTV and streaming TV ads.