James Hercher

2 days ago | adexchanger.com | James Hercher

The ad industry speculated a great deal about how The Trade Desk might put Sincera to use after its acquisition of the ad metadata and  analytics startup in January. We now have one indication of how Sincera will be put to use. TTD publicly launched OpenSincera on Tuesday. The free API integration posts ad impression data on publishers and tech vendors, such as how Sincera classifies certain formats or metrics, how many ads are on the page and refresh rates on those ads.

6 days ago | adexchanger.com | James Hercher

If you felt a strange gust around 5 p.m. ET on Thursday, it was probably just the cumulative sighs of relief across Wall Street as The Trade Desk shook off its Q4 blues with a better-than-expected first quarter earnings report. In February, when TTD reported a bad miss on Q4 revenue, its shares plummeted by one-third, from roughly $122 to $82. This past quarter, The Trade Desk’s revenue was $616 million, up from $491 million a year ago, and net income rose from $31.7 million to $50.7 million.

1 week ago | adexchanger.com | James Hercher

Magnite earned $155.8 million in Q1, ticking up from $149.3 million in the period a year ago, according to the company’s earnings report on Wednesday. The company’s fastest growing segment is CTV, which grew from $54.9 million a year ago to $63.2 million as of Q1 2025. Its mobile business stands at $58 million, while desktop advertising totals $24.6 million. That leaves about $10 million spread across channels like out-of-home media and streaming audio.

1 week ago | adexchanger.com | James Hercher

I’ve been ruminating about what marketers really want from their programmatic vendors since attending last week’s Possible conference in Miami. The conference included nary a mention of tariffs or macro-economic headwinds. Nobody wants to be the downer when everyone is expensing drinks in the sunshine. But the lack of interest in tough realities reinforced the feeling that brand marketing and programmatic tech exist in different universes at times.

1 week ago | adexchanger.com | James Hercher

By James Hercher Search back and remember. I know it feels like a million years, but it’s actually just been a couple weeks since US District Court Judge Leonie Brinkema ruled that Google has been operating an illegal monopoly in the publisher ad server and ad exchange markets. The 80-year-old Justice Brinkema could be a new figure of heroic revolution and independence to many programmatic industry veterans.