Ep. 106 Redefining Quality in Ad Tech: Erez Levin on Marketing Effectiveness and Media Value

Erez Levin, a prominent figure in the Ad Tech industry known for his focus on quality joins AdTechGod on the podcast today. They discuss Erez’s journey from Google to founding his advisory firm, the complexities of defining quality in marketing, and the importance of ad placement and publisher quality. The conversation dives into the incentives that drive the industry, the accountability of marketers, and the future of quality in advertising. Erez emphasizes the need for marketers to demand better effectiveness for their spend and to question the status quo in the industry.



Takeaways



Quality in advertising is a range, not a binary.




Marketing should be viewed as a cloud science, not a clock science.




Investing in quality controls can yield significant benefits.




The buy side has commoditized media, leading to a race to the bottom.




Quality media will be increasingly valued in the future.




Marketers create the incentives that drive quality in advertising.




Don't let perfect be the enemy of the good when it comes to quality controls.




The long tail of publishers will likely become commoditized.




Trust your gut and question the consensus in the industry.




Quality is ultimately determined by effectiveness in advertising.






Chapters

00:00 Introduction to Quality in Ad Tech

01:13 Erez Levin's Journey in Ad Tech

03:08 Understanding Quality in Marketing

05:52 The Importance of Ad Placement

08:59 The Role of Marketers in Quality Control

12:25 Incentives and Accountability in Advertising

16:12 The Future of Quality Media

19:17 Decommodization of Media

21:49 Lessons from Emet Advisory




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