About Us
Limelight Inc.
Limelight Inc was created on the ethos that the programmatic ecosystem deserved better - better technology, service and human connection.
The company was founded in 2019; a small but dedicated team that not only recognised the complexity and pitfalls of the current programmatic space but also one that was determined to build a solution we wished existed.
Today, we continue on our mission to simplify programmatic.
Our goal remains to help networks and publishers by pairing scalable solutions with partnership that actually feels personal.
Meet the Founders
David Nelson
Co-Founder and CEO
A seasoned entrepreneur with more than 20 years’ experience in digital marketing and adtech, David previously served as VP Product & Operations EMEA at Rocket Fuel, which was acquired by Sizmek in 2017.
He also founded Lumatag in 2013, delivering tag management and business intelligence solutions before achieving a successful exit.
Prior to launching Limelight with James Macdonald, the pair spent two years consulting and shaping the company’s vision.
Outside work, David is a keen tennis player, wine enthusiast, and classic car collector, splitting his time between Spain and the UK.
James MacDonald
Co-Founder and CRO
James Macdonald is Co-Founder & Chief Revenue Officer at Limelight Inc., overseeing global sales, outreach, and commercial growth.
An experienced C-level executive with deep expertise across SaaS, adtech, mobile, and programmatic, James began his career at the Daily Express before moving into agencies and becoming the first Mobile Lead at Unanimis. He later launched O2 (Telefonica) Media’s UK division, served as General Manager USA for Adfonic, and founded consultancy Videohog, advising brands including Digicel and Telefonica on programmatic strategy.
Reuniting with David Nelson, he co-developed the Limelight vision and go-to-market strategy.
Outside work, James plays the saxophone and is an avid golfer who travels with his clubs worldwide.
Technology with a hearbeat.
Simply put, we provide the infrastructure and support to help partners scale in programmatic.
01
Programmatic Infrastructure
Our white-label real-time bidding platform gives you everything you need to start transacting today—customisable, scalable, and proven.
02
Hands-on Expertise
We do more than just provide a login to a reporting dashboard. We ensure we’re on the journey with you - offering continuous support, strategic expertise, troubleshooting and knowledge that reflects your growing business.
03
A True Growth Partner
Whether your objective is to scale an existing network or garner deeper insights into your adstack, we plug into your business with the right mix of autonomy and guidance.
Our Story
Since 2019, Limelight’s founding mission has remained to ease the complexity and inefficiency of the adtech world.
Our goal was never to introduce another complex set of tools and processes into the programmatic space. Rather, we believe the true power of programmatic advertising lies not only in the technology but its combination with real human expertise.
Today, our platform supports billions of daily transactions, and our team continues to grow worldwide. Through it all, our focus remains the same:
build things that work, and be the team you’d want to work with.
Our Vision
Our vision is to build a global partner network that empowers all members to fuel growth by combining the essential elements of trust, transparency and genuine support.
On our journey, we’ve helped hundreds of partners maximise performance, unlock incremental revenue, and deliver exceptional outcomes.
We will continue to double down on our mission to be the most supportive, empowering partner in this programmatic space.
"When co founding the company, we were determined to do the very best we can for everyone we engage with. Yes of course that means clients and suppliers but perhaps most importantly our extended family on the Limelight team. It's been a true privilege to be able to support our team but I think we expected that from the start. What has been truly overwhelming is the amount of support that has been given back. We are family."
- David Nelson and James Macdonald, Co-founders of Limelight Inc.
What’s Next
Continuously building on our platform to
provide our partners with the functionalities they
need now and pre-empting those they will need in the future
Nurturing and expanding our team and client base
Continuing our focus on cultural values, providing
our team with the support they need
Sharing our knowledge and championing a
new generation of professionals in the adtech space
