AdTechGod Pod Ep. 106 Redefining Quality in Ad Tech: Erez Levin on Marketing Effectiveness and Media Value
Nov 11, 2025
Erez Levin, an ad tech advisor and former Google programmatic lead, shares insights drawn from his impressive 13-year journey at Google. He tackles the complexities of defining quality in marketing, emphasizing that it's a spectrum, not binary. Erez argues that marketers must challenge the status quo and demand effectiveness for their spending. He believes the long tail of publishers risks commoditization, while unique, high-quality media will become more valuable. Trust your instincts and advocate for smarter quality controls in advertising.
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Erez's Google Programmatic Roots
- Erez described his path from search to programmatic at Google and working across SSPs to understand emerging formats.
- That experience exposed him to measurement failures and motivated his focus on media, audience, and creative quality.
Marketing Is A Cloud Science
- Marketing is a cloud science, not a clock science, so precision is limited and many variables influence outcomes.
- Treating digital marketing like a precise system led to overreliance on vanity metrics and ignored media quality.
Quality Lives On A Spectrum
- Quality is a spectrum, not a binary premium vs. non-premium choice, and should be priced accordingly.
- Effectiveness determines quality, so buyers must pay more for media that demonstrably performs better.