From Vendor to Ally: A Practical Framework for Choosing the Right Programmatic Partner

The programmatic ecosystem continues to evolve; development in technology means that auctions take place even faster with increasingly sophisticated tools and platforms. However, despite the progress, there is a recurring problem that continues to creep up: too many publishers and ad networks are working with platforms that may not necessarily have their best, long-term interests at heart.   


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. Alignment with the partner that you choose, right from the beginning, is fundamental.


To continue reading this blog, please complete your details below:

Form not showing? Please enable cookies or click here.

The ARC Playbook For CTV Networks: How CTV Networks Scale Faster with Dynamic Optimisation

The ARC Playbook For CTV Networks: How CTV Networks Scale Faster with Dynamic Optimisation

February 9, 2026
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
The pursuit of ad transparency: five minutes with… David Nelson

The pursuit of ad transparency: five minutes with… David Nelson

February 2, 2026
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.
More Posts