As VP of Advanced Advertising at Extreme Reach, James is immersed in accelerating the company’s growth in advanced advertising through sales, partnerships and new developments in ER’s creative asset management platform, AdBridgeTM. In recent roles has focused on the evolution of the media landscape, most prominently in television and video advertising. He has led programmatic, data, and addressable teams helping to bring commercial opportunities to market.

Prior to joining ER, James led sales and partnerships at Sorenson Media where he brought addressable opportunities to content owners. He served as GM of Advanced TV for The Trade Desk where he focused on bringing programmatic to OTT. Earlier, James was the head of programmatic and addressable for Dish Network where he launched the world’s first impression by impression marketplace for linear addressable advertising.

Originally from Nova Scotia, James earned his degree from Dalhousie University in Halifax.