Programmatic Buying & Automation: James MacDonald, Limelight
James MacDonald, co-founder & CRO at Limelight Inc., joined ExchangeWire at Cannes to discuss the automation of programmatic buying – and what makes a valuable conversation after the last rosé has been sipped.
With AI as a tool, what matters most is the data we feed into it, and the way we prompt and guide it. Human equity remains vital, with the technology still falling short in terms of precise targeting and contextual understanding. James believes it will remain vital even as automation improves, emphasising the importance of "technology with a heartbeat".
UK advertising spend is forecast to hit a record £14bn in the final quarter of 2026, according to the latest AA/WARC Expenditure Report, with retail media, social and addressable TV among the key drivers of growth. But as festive advertising budgets reach new heights, are brands spending more effectively?
Meet Louisa Pelmont, PA to our CEO & Co-Founder at Limelight Inc., and discover how her operational expertise supports our leadership team and our international growth.
