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".