Marketecture: Get Smart. Fast. Episode 156: Does quality really matter? Erez Levin weighs in
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Jan 16, 2026 Erez Levin, a former Googler and media futurist, dives deep into the nuances of media quality in advertising. He explains why short-term results can be misleading and emphasizes that not all impressions carry the same weight. Erez discusses the impact of misclassified video formats and how current incentives skew spending towards lower-quality impressions. He encourages a reevaluation of quality through long-term effectiveness and shares insights into how verification and proper experimentation can reshape the media landscape.
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Quality Equals Effectiveness Over Time
- Quality in digital advertising is multidimensional and must be judged by effectiveness, not vanity metrics.
- Effectiveness requires measuring both short-term conversions and long-term mental availability for true value.
From Google Teams To Media Quality Crusade
- Erez traced his quality focus from work on the Google AdX and later DV360 teams where he saw low-quality media capture high CPM budgets.
- That hands-on exposure drove him to fill measurement and buying gaps to protect buyer effectiveness.
Video Definition Loopholes Distorted Value
- Video classification loopholes let muted outstream units be sold as premium in-stream, inflating prices and confusing the market.
- The IAB required sound for in-stream to restore clarity, but many misclassified ads still trade at premium rates.