Ad networks have sophisticated technology, wider demand access and connections with several platforms. However, the ability to monetise demand effectively does not hinge simply on access but on how optimisation is executed.

The CTV networks that will be able to match the channel’s rise will be the ones with the ability to make quick and reliable optimisation decisions. It’s in this scenario that Limelight’s latest product, Adaptive Rules Center (ARC) - a rule-based toolkit that lets partners automate performance optimisations across their

Many companies look at choosing a programmatic partner as simply a technology decision. In reality, this is a crucial business decision - one that can either amplify the company’s success or slowly erode their margins, data advantage and control. Download Limelight's latest blog now!

David Nelson, co-founder and CEO of Limelight Inc., has spent over two decades in digital media. Here, he shares his perspective on how automation, data, and collaboration are reshaping the relationship between publishers, advertisers, and technology.

UK ad spend continued to rise resilient in the third quarter of last year and is forecast to surpass £50bn for the first time in 2026, according to the latest AA/WARC Expenditure Report reading. CRO James Macdonald weighs in.

In the face of ongoing macroeconomic uncertainty and budget tension, marketers are relatively aligned on AI’s potential to solve modern marketing problems, the real challenge is implementing the technology effectively.

Limelight Inc launches their Adaptive Rules Center. End-to-end optimisation toolkit enables platform users to curate inventory supply dynamically to better serve demand-side clients.

According to the IPA Bellwether Q4 2025 reading, total UK marketing budgets remained unchanged in the final quarter of last year. Limelight CRO James Macdonald weighs in.

Industry leaders are divided, with some calling for stronger competition, while others are arguing Google’s dominance stems from innovation rather than malice.

With adverts appearing on more platforms, users are starting to question whether free services are truly free. Are all these targeted ads and strategies to make users pay for no ads impacting the overall user experience?

Experienced marketing services, adtech and data professional will spearhead a customer-focused product strategy

Every few months in the life of a publisher, a new supply-side platform or white-label exchange appears with an attractive proposition: “license our technology for just 2-3% of spend, and we’ll even inject demand into your pipes on day one”.

Not too long ago, Dmexco was considered the gut of ad tech — crowded, chaotic and central to the industry’s forward momentum. It was where deals were sparked, rivalries played out and the future of programmatic was loudly debated.

James Macdonald shares his thoughts on DMEXCO 2025 with Performance Marketing World.

With US antitrust enforcers renewing their efforts this week to press for a forced sale of Google’s online ad business, publishers and rival adtech developers are watching closely.

David Nelson and James MacDonald, co-Founders of global programmatic adtech Limelight Inc. work their way through Mediashotz's Adtech Tarot cards to give us a hint of what the future holds…

David Nelson, co-founder and CEO, Limelight Inc., describes how publishers and agencies should be preparing for a post-Google monopoly ad ecosystem - starting today.

The underbelly of programmatic has always had issues like these. Right now, this double game appears to be a remarkably common state of affairs among ad platforms and their clients.

AI is no longer the new kid on the adtech block. It is baked into the way we buy media, measure attention, and personalise experiences. Yet the more embedded AI becomes, the more important it is to handle it with care.