Senior Editor
James covers the intersection of commerce, media and advertising technology.
AUTHOR ARCHIVE FOR:
James Hercher
Articles By James
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Tremor Acquires Unruly From News Corp, Further Bridging Buy And Sell Sides
Video ad tech company Tremor said Monday it will acquire the outstream video advertising platform Unruly from News Corp. In exchange, News Corp gets a 6.9% equity stake in Tremor, which is listed on the London Stock Exchange, giving News Corp about $20 million worth of Tremor stock, based on the video advertising company’s $275 […]
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Instagram’s US User Growth Rate Dips In Latest eMarketer Report
Instagram’s US user growth rate sharply decelerated last year, from 10.1% in 2018 to 6.7% in 2019, according to eMarketer’s latest social benchmark report. EMarketer is also lowering its Instagram growth forecast, revised down from 5.4% to 4.5% in 2020, and 3.2% instead of 4.1% in 2021. The main reason why Instagram’s growth forecast in […]
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The Year To Come In Online Data And Identity
2019 brought a tsunami of change to data-driven advertising. And those changes have overflowed into other part of businesses and the economy, as regulators scrutinize the world of digital advertising. Facebook gave the boot to third-party data suppliers. And in 2020, Google says it will make good on a long-held promise to revoke its advertising […]
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The Year In M&A: Broadcasters And Brands Buy In, And Old-School Ad Tech Exits
This was a major year in ad tech deal making. Many deals were opportunistic or outright fire sales, as early programmatic players like Sizmek, Rocket Fuel and IgnitionOne reached the end of the line. Ad tech and data deals were helped by a surge among public company bellwethers The Trade Desk, Cardlytics, LiveRamp, Telaria and […]
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Five Things You Need To Know About The Rubicon-Telaria Merger
Michael Barrett has had his eye on Telaria since his first day as CEO of Rubicon Project in March, 2017, when the company was Tremor Video and was led by then-CEO Paul Caine. But, like with many relationships, Rubicon and Telaria needed to “do a little work on ourselves” before they were fit partners, said […]
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IAB Tech Lab Releases Blockchain Implementation Guide
Blockchain has passed through the wild ride of the early hype cycle, and its advocates are readying for a more mature period of implementation. The IAB Tech Lab Blockchain Working Group on Thursday published its first guidelines for implementing blockchain tech in digital advertising. Hilary Chapman-Roberts, a GroupM product marketing manager and co-chair of Tech […]
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Publisher Tech Player Smart Acquires DSP Liquid M
Smart, a publisher ad server and exchange, is growing out of its supply-side roots with the acquisition of the DSP Liquid M, the company said on Wednesday. Terms of the deal were not disclosed. Liquid M is a relatively small DSP, with a little over $10 million in revenue this year and 20-25 employees, according […]
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Amazon To Drop Dataxu From Fire TV DSP Service
Amazon Publisher Services (APS) will remove dataxu from its Fire TV third-party DSP service, according to sources with knowledge of the change. APS opened its Fire TV inventory to third-party DSPs for the first time five months ago with integrations with The Trade Desk and dataxu. Less than two months after dataxu was acquired by […]
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What’s In A Currency? Nielsen Releases Converged Linear And Smart TV Metric
Nielsen released a measurement solution on Friday that combines the demographic data from its TV audience panel, the People Meter, with Gracenote’s ACR data based on four million US households with LG smart TVs. The data service, which opens to all buyers and broadcasters beginning in January, will mark the first time Nielsen has merged […]
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Why Toyota Loves Distracted TV Audiences
When a Toyota commercial airs, Vinay Shahani, the company’s North America VP of integrated marketing operations, knows that most people who see it aren’t in market for a car. So the company looks at search activity to assess the value of its TV ad spend. Using data and analytics company EDO, Toyota can measure web […]