Eric Picard

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

Winning in Online Advertising in a Down Economy

Oct 20, 2008 - Providing a means to preserve revenue and margins, increase efficiency, or reduce costs always has a place -- especially when times are tough. Comments

Appearing Soon in an Ad Near You

Sep 22, 2008 - Imagine this: ads featuring you, your kid, and your ex-girlfriend! Why it's not as far-fetched as it seems. Comments

Why Search Doesn't Really Matter

Aug 25, 2008 - Rules that exist for search advertising don't necessarily apply to other media. Here's why. Comments

Supply and Demand in Online Advertising

Jul 28, 2008 - What's wrong with today's approach to buying and selling online display advertising -- and a proposal for change. Comments

Counting the Streams in a New Media Age

Jun 30, 2008 - Media distribution is becoming fragmented much quicker than the currency can handle. Comments

Is an Impression a Commodity?

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

Media Agencies vs. Ad Networks

May 5, 2008 - As an advertiser, why would you buy from an ad network that can mark up inventory to any amount it likes? Comments

The Future of Advertising: A Conversation With Jeff Einstein, Part 2

Apr 7, 2008 - Is the obsession with ROI an exercise in arrogance? Last of a series. Comments

The Future of Advertising: A Conversation With Jeff Einstein, Part 1

Mar 10, 2008 - Is the obsession with ROI an exercise in arrogance? Part one of a series. Comments

Managing Your Career in Digital Advertising

Feb 11, 2008 - Today's online advertising jobs will translate into leadership roles for all advertising within the next decade. Comments

Why Local Ads Aren't Coming Online

Jan 14, 2008 - Blame it on creative production and a lack of online inventory. Comments

Counting the Streams in a New Media Age

Dec 17, 2007 - Media distribution is becoming fragmented much quicker than the currency can handle. Comments

Are Analysts Wrong About Online Ad Growth?

Nov 19, 2007 - Analysts attribute revenue to the online ad industry in the wrong way. There's a better model. Comments

The Left Brain and Right Brain at War

Oct 22, 2007 - Despite technology advances, the advertising business will remain incredibly creative. Comments

Automating the Ad Agencies

Sep 24, 2007 - Agencies must find a way to scale their businesses, grow margins, and add significant value to the ecosystem. Comments

Search as a Branding Vehicle

Aug 27, 2007 - How search might work for brand advertisers. Comments

Ad Exchanges Are the Future

Jul 30, 2007 - Ad exchanges are where advertising's promise will be realized. This means new roles for buyers, publishers, and ad sales. Comments

Starting a Company in the Ad Ecosystem

Jul 2, 2007 - A better formula for starting -- and selling -- an ad tech company. Comments

Advertising on the Surface

Jun 4, 2007 - New technology from Microsoft just might change the world of online advertising as we know it. Comments

Paid Search Doesn't Scale for Brand Advertisers

May 7, 2007 - Paid search is successful because it's a self-generating pool of highly targeted inventory that converts very well. But why doesn't it work for brand... Comments

Ad Serving 101, Revised

Apr 9, 2007 - Time for an update to the introductory course. Comments

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