In this episode, we’re joined by James Macdonald, Co-Founder and Chief Revenue Officer at Limelight Inc., to talk about the power of people in a tech-driven industry. From his Fleet Street beginnings at the Daily Express to building global programmatic platforms, James shares the lessons, laughs and leaps that have defined his journey.

He reflects on the early days of mobile, his global adventures in New York and beyond, and why he believes technology should always come with a heartbeat. Expect candid stories and big lessons on leadership as James unpacks how to build partnerships that last, create technology that serves humans (not the other way around) and why efficiency will be the adtech word to watch in 2026.

Welcome to Legends of Adtech: the podcast where we go beyond the buzzwords and straight to the people at the cold face of the adtech industry. Every two weeks, we sit down with the industry’s boldest thinkers, pioneers, and disruptors, to find out how they’re rewriting the game. This is their story.

Connect with James Macdonald: https://www.linkedin.com/in/jimmiemac/

Learn more about Limelight Inc.: https://www.limelight.inc/

About James:

James Macdonald is Co-founder and Chief Revenue Officer at Limelight Digital, responsible for the day-to-day sales and outreach operations and management of the company, which offers SaaS solutions to agencies, publishers, networks and traders looking to operate via OpenRTB, Pre bid and beyond. Limelight’s platform offers simple, cost-effective licensing models and unlimited QPS, making it possible to engage with all commercial opportunities without fear of platform or ad serving fees.

James began his career at the Daily Express on Fleet street, then spent some years in agencies, before becoming the first Mobile Lead at Unanimis, London’s leading premium digital ad network. Following this, James became the Launch Head of Sales for O2 (Telefonica) Media, setting up the division and developing the Telefonica O2 Media proposition across the UK and European markets. He then spent four years in America as General Manager, USA for Adfonic, a mobile specific DSP platform and one of the early mobile ad networks, building the US presence and running an extended international team in the market. On returning home, James launched his own consulting vehicle, Videohog, offering clients like Digicel, Telefonica, Zeotap and many others access and activation in programmatic markets globally. James Teamed up with Limelight Co-founder David Nelson again at this time, and together, they visioned and developed the limelight Journey

Outside of work, James plays the saxophone and is an avid golfer. He takes his clubs with him on most of his travels around the world.

About Limelight Inc:

Limelight Inc. helps companies in the ad tech ecosystem to easily navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and human support.

Hundreds of ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-labelled trading environments and drive profitability and performance at scale - immediately.

The platform was launched in 2019, and has since helped hundreds of companies unlock new opportunities for trade and incremental revenues.

Limelight is more than a service provider, our ethos is firmly centred on human support and strong partnerships for the global Limelight community.

About The Digital Voice™ & Adtech Juice:

The Digital Voice™ is a B2B boutique PR agency with boundless energy for PR, social marketing & events, specialising in adtech and martech companies, ranging from startups to those heading for IPO!

Adtech Juice is...