Limelight Inc. | Programmatic Platform

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....

Publishers face a rapidly changing ad tech ecosystem. We grab five minutes with James MacDonald, co-founder and CRO at Limelight Inc, to see what advice he would give them.
Q: What are the biggest challenges facing publishers today?
A: They face a number of them, including over-diversified demand that is difficult to manage, and gaining access to global demand outside of the walled gardens. There are also convoluted and complex technology layers in the programmatic ecosystem that...

In the world of digital advertising, programmatic has become the norm rather than the exception. By the end of 2024, it’s expected that nearly $221 billion of global ad spend will be executed programmatically.
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...

The world of programmatic advertising can seem daunting with its complex technology stack and abundance of acronyms.
DSPs, SSPs, RTB - it's enough to make your head spin.
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....