James Hercher, AdExchanger

James Hercher

AdExchanger

Mountain View, CA, United States

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Recent:
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Past:
  • AdExchanger

Past articles by James:

Walmart’s Advertising Revenue Is Small But Soaring

Advertising may be just a fraction of Walmart’s overall revenue – but it’s a nerve center for growth. Walmart, which reported its quarterly on Tuesday, generated total revenue of $153 billion in Q2 alone, the vast majority of which came from store sales. But although Walmart didn’t disclose its advertising revenue for the second quarter, it... Continue reading » → Read More

Pinterest Leans Further Into Commerce Advertising With New Features And Shopping API

Pinterest announced a suite of new shopper marketing features on Thursday. Commerce marketing and creator monetization tools are Pinterest’s two main priorities right now, Jeremy King, the company’s SVP and head of engineering, told AdExchanger. King, who is also the former CTO of Walmart’s ecommerce business – he joined Pinterest in 2019 – said that the convergence... Continue reading » → Read More

Google Analytics To Stop Logging IP Addresses And Sunset Old Versions In Privacy Standards Overhaul

Major changes are coming to Google Analytics as the company navigates higher consumer privacy standards and increasingly complex international privacy laws. For one, Universal Analytics (UA), the web-based legacy analytics product, is on the way out, and will be shuttered entirely by July 2023, the company announced on Wednesday. All analytics customers will transition to... Continue reading » → Read More

Microsoft Ads Chief Rob Wilk On Why Advertising Is The Company’s ‘Newfound Religion’

Microsoft is the multitrillion-dollar advertising company that nobody saw coming. There’s a reason for that. Until recent, Microsoft was a distant and relatively uninvested competitor in the advertising sector. The company didn’t have ad tech, exactly, and its own properties – MSN, the Bing search engine and the Edge browser – never gained marketer mindshare.... Continue reading » → Read More

LiveRamp And The Trade Desk Launch An EU-Specific ID – And Call For An End To Programmatic ‘Infighting’

It’s a bird! It’s a plane? It’s … another industry advertising ID. The European Unified ID (EUID) was launched on Monday as a joint effort between LiveRamp and The Trade Desk. As the name suggests, the EUID is essentially a UK and EU-focused version of Unified ID 2.0, The Trade Desk-backed open-source identifier that’s been... Continue reading » → Read More

Campbell Soup’s New Sales Transformation VP On Testing Instacart’s Free Sample Ad Pilot –

When customers walk down a grocery aisle from Thanksgiving through the December holidays, they’re surrounded by Campbell’s products: soup cans and broth accompanied by in-store displays and sales tags. When walking the grocery aisle means breezing a mobile feed of online grocery items and 10-foot-long shelves are squashed into a phone screen, how does a... Continue reading » → Read More

Xandr, Formerly AppNexus, Is Now Formerly AT&T, After Its Acquisition By Microsoft –

AT&T has sold its ad tech business Xandr to Microsoft. Terms of the deal were not disclosed. The acquisition marks the end of a painful and unsuccessful run for the one-time leader of the programmatic industry, AppNexus, which was rebranded Xandr but never found a home within the AT&T organization. Former AT&T CEO Randall Stephenson... Continue reading » → Read More

Warner Music Launches WMX, Its First-Party Media Platform Play

If you’ve heard enough about publishers launching their own first-party media platforms … stop reading. And maybe take a vacation for the next year or two. Warner Music Group (WMG) is the latest to throw its hat in the ring, with the launch on Thursday of a rebranded agency and ad tech business geared specifically... Continue reading » → Read More

Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a blog post on Monday. The change will mean that, going forward, the default attribution method for any conversion touchpoint – a new product... Continue reading » → Read More

UK Could Scrap Cookie Pop-ups And Some GDPR Restrictions

The British government is considering an alternative to the GDPR in the wake of the country’s split from the EU. Its plans call for fewer cookie notification pop-ups and less aggressive enforcement by regulators. The UK Culture Secretary Oliver Dowden told The Daily Telegraph that the country should have a new data protection law that... Continue reading » → Read More

The Trade Desk Doubles Revenue (In A Weird Year) And Bets The Farm On CTV

The Trade Desk earned $280 million in Q2 2021, doubling its total from the same time last year, the company reported in quarterly earnings on Monday. Its profitability jumped from $25 million a year ago to almost $48 million. The Trade Desk’s crazy year-over-year growth comes with a familiar asterisk during this earnings period: Q2... Continue reading » → Read More

The Birds-Eye View Of Amazon’s Advertising Business

Amazon’s advertising business has exploded in the past five years. Its DSP footprint now rivals Google and it has the second most-used SSP. The online retailer earned more than $22 billion in ad revenue just in the past year. But Amazon’s advertising business is also a sprawling, mysterious empire, even for advertisers that spend heavily... Continue reading » → Read More

Vox Media Extends Its First-Party Data Platform Across Concert

To make it easier for publishers to use its first-party data across a wide network of sites, Vox Media on Tuesday announced a new suite of tools for Concert, its publisher monetization tech, that come from the digital media company’s internal first-party data platform Forte. The new products address brand safety, targeting and optimization. Brands... Continue reading » → Read More

Google Tightens ‘Limit Ad Tracking’ Policies For Android Ad ID

Google will zero out the Android Advertising ID – literally – when users have opted out of personalized advertising starting later this year. The company notified mobile developers Thursday about the switch. Currently, users who have opted out of tracking and personalized advertising are still tagged by the Advertising ID when they open an app,... Continue reading » → Read More

COVID Tagged Criteo For $100 Million, But Ecommerce Gains Help It Rebound

The COVID-19 crisis has sent Criteo spinning with a mix of headwinds and tailwinds. Criteo earned $438 million in Q2, a 17% decline from the same period last year, according to its earnings report on Wednesday. By comparison, Criteo’s Q1 2020 revenue had dipped 3% year-over-year. And the company attributed $100 million in lost revenue... Continue reading » → Read More

Partnerize Snaps Up Pepperjam, As Affiliate Networks Fly Off The Shelves

Partnerize said Tuesday it has purchased the affiliate network Pepperjam for an undisclosed price. Partnerize’s tech uses automation to help clients optimize their relationships with marketer partners, like affiliates, ecommerce ad deals or influencers. Pepperjam has a traditional affiliate network business where publishers link from their page to a product page, and a network of... Continue… → Read More

C2 Ventures’ First Investment Boostr Raises $7M At Triple The Valuation

The tech investment fund C2 Ventures (C2V), founded by mobile ad tech entrepreneur Chris Cunningham, said Monday that one of its previous investments – Boostr – raised $7 million, at a valuation that triples what it had last year. Boostr founder and CEO Patrick O’Leary did not disclose terms of the deal or the company’s... Continue reading » → Read More

SpotX Invests In SpringServe, As TV Consolidates Supply-Side Tech

The video advertising platform SpotX has invested in supply-side ad server SpringServe, the companies said Monday. Terms of the deal were not disclosed. Though the deal is not an outright acquisition, SpotX and SpringServe will collaborate on new features that shared customers can use, said SpotX COO Sean Buckley. SpringServe and SpotX are both supply-side... Continue reading » → Read More

Del Monte CMO Elana Gold Talks Real-World And Media Supply Chains

AdExchanger's Social Distancing With Friends podcast now has its own channel. Subscribe on iTunes, Google Play, Spotify, Stitcher, or wherever you listen to podcasts. In March, Elana Gold took over the chief marketer role at Del Monte Fresh, one of the major US fruit and produce companies, with big plans to promote whole new product lines, like a... Continue reading » → Read More

Mediaocean Acquires 4C, Bridging Broadcast And Digital Walled Gardens

Mediaocean, the de facto software for most US TV advertising, has agreed to acquire the ad tech and analytics startup 4C on Monday for $150 million. 4C raised $31 million in two rounds, most recently in 2016 at a valuation of between $50 million and $100 million. Mediaocean CEO Bill Wise told AdExchanger the two... Continue reading » → Read More