Eric Picard

Eric Picard is the director of advertising strategy and emerging media planning at Microsoft Digital Advertising Solutions. In his role, he helps set corporate-level strategy for how Microsoft approaches advertising from a business and technology standpoint. His team manages long-term advertising platform and product strategy, emerging media strategy, and planning for incubation and research teams, and designs next generation advertising products. Formerly, Eric was founder and director of product management at Bluestreak, where he oversaw advertising products, such as third-party ad serving, ad analytics, and rich media and led development of many company technologies. He helped pioneer rich media advertising in the late '90s and has been active in most of the critical industry conversations related to technology, including the IAB's Measurement Committee and Rich Media Task Force. Prior to Bluestreak, Eric founded 9th Square Inc. and Waterworks Interactive Inc.

Recent articles by Eric Picard

Counting the Streams in a New Media Age - Media distribution is becoming fragmented much quicker than the currency can handle. Jun 30, 2008

Is an Impression a Commodity? - At what point does the delivery vehicle for digital advertising move from being a premium good to being a raw commodity? Jun 2, 2008

Media Agencies vs. Ad Networks - As an advertiser, why would you buy from an ad network that can mark up inventory to any amount it likes? May 5, 2008

The Future of Advertising: A Conversation With Jeff Einstein, Part 2 - Is the obsession with ROI an exercise in arrogance? Last of a series. Apr 7, 2008

The Future of Advertising: A Conversation With Jeff Einstein, Part 1 - Is the obsession with ROI an exercise in arrogance? Part one of a series. Mar 10, 2008

Managing Your Career in Digital Advertising - Today's online advertising jobs will translate into leadership roles for all advertising within the next decade. Feb 11, 2008

Why Local Ads Aren't Coming Online - Blame it on creative production and a lack of online inventory. Jan 14, 2008

Counting the Streams in a New Media Age - Media distribution is becoming fragmented much quicker than the currency can handle. Dec 17, 2007

Are Analysts Wrong About Online Ad Growth? - Analysts attribute revenue to the online ad industry in the wrong way. There's a better model. Nov 19, 2007

The Left Brain and Right Brain at War - Despite technology advances, the advertising business will remain incredibly creative. Oct 22, 2007

More articles by Eric Picard ...