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

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...
    • DIRECTOR OF MARKETING
      DIRECTOR OF MARKETING (OZONE MEDIA) - Santa Clarawww.ozonemedia.com   DIRECTOR OF MARKETING POSITION   Reporting to the Founder and CEO...
    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...