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

Limelight’s co-founder and chief revenue officer, James Macdonald, talks about the future of programmatic and explains how the company is rethinking the optimization landscape to drive greater trading efficiency.

In the ever-evolving world of programmatic, QPS (Queries Per Second) is a fundamental metric that underpins the entire ecosystem. But what exactly does QPS mean, and why is it so critical?

Ad networks face a broad range of challenges in 2025 as they grapple with privacy concerns, regulatory issues and a $50bn ad fraud threat. But the opportunities presented by new technology, contextual targeting and growth potential in emerging markets offer the promise of a bright future for those with the ability to evolve.

Today’s MarTech Top Voice features the Co-founder and Chief Revenue Officer of Limelight Inc., James Macdonald. Join us as we explore James’ insights on his AdTec journey and the prospects of partnerships in the digital advertising markets.

Ad networks are the great survivors of the digital marketing industry. In the late ‘90s, when the digital advertising landscape was fragmented, with countless websites offering ad space but no efficient way for advertisers to reach them at scale, ad networks plugged the gap by aggregating inventory from multiple publishers and selling it to advertisers, often at discounted rates.

Programmatic advertising has revolutionised the digital advertising landscape by automating the buying and selling of ad space. Publishers can leverage various demand integrations to optimise their ad revenue. Here’s a detailed look at different types of demand integrations and their benefits for publishers.

Publishers, are you looking to maximise your revenue from web and app audiences? If so, programmatic advertising via Limelight could be the answer. This automated process connects advertisers to your inventory in real-time, making it a win-win for everyone involved. Let's explore how it works and why you should hop on board.

When it comes to buying advertising digitally, demand-side platforms (DSPs) have emerged as game-changers for driving strong returns on ad spend (ROAS). Powerful platforms like Limelight combine automation, data-driven insights and human expertise to help advertisers maximise their campaign effectiveness and ROI. What is a DSP? Let us break it down.

Publishers face a rapidly changing ad tech ecosystem. InPublishing grabs five minutes with James MacDonald, co-founder and CRO at Limelight Inc, to see what advice he would give them.

Programmatic advertising allows publishers to sell their ad inventory through real-time auctions using advanced algorithms and data insights. At the heart of this process lies the oRTB (open real-time bidding) protocol, which facilitates seamless and efficient ad transactions.

The world of programmatic advertising can seem daunting, with an overabundance of three-letter acronyms and a vast array of companies involved in matching advertiser demand with publisher supply. However, understanding the key players and how they fit together is crucial for unlocking the power of a sector that is projected to account for nearly $221 billion of global ad spend in 2024.