Observed Signal · Dec 10, 2025 · Policy Update · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
Erez Levin pushes IAB In-Stream Video standard
This Marketecture profile centers on Erez Levin, founder and leader of Emet Advisory, who has spent over a decade shaping ad industry quality and effectiveness. The piece notes Levin’s prior 13 years at Google and highlights his role in lobbying the IAB Tech Lab to redefine the In-stream video standard in 2022. It also describes his ongoing efforts to press Google and other industry players to adopt the updated standard, reflecting a broader push to align industry practices with evolving measurement and streaming video definitions. The article references Levin’s broader viewpoints on ad tech and AI, including commentary on OpenAI search ads, and situates him within Marketecture as a creator of industry insight. The profile underscores Levin’s focus on quality, standards compliance, and the tension between platform control and industry-wide alignment.
Moderate relevance; profile of an industry figure with historic standard change
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Key Takeaways & Evidence Grounding
- Erez Levin leads Emet Advisory.
- Former Google executive with 13 years in ad industry quality and effectiveness.
- Lobbied IAB Tech Lab to change the In-stream video definition in 2022.
- Advocates for industry-wide compliance with the updated In-stream video standard.
- Marketecture profile references Levin's views on AI and OpenAI Search Ads.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Redefining Ad Tech Quality with Erez Levin
Erez Levin, founder of Emet Advisory, appears on the AdTechGod podcast to discuss how quality is defined in marketing and the role of ad placement and publisher quality in driving media value. The conversation explores incentives within the industry, marketer accountability, and what quality means for the future of advertising. Key takeaways frame quality as a spectrum rather than binary, advocate viewing marketing as a cloud science rather than a clock-based process, and emphasize investing in quality controls. Levin notes that the buy side has commoditized media, predicts growth in the value of quality media, and highlights the impact of publisher quality on outcomes. He also stresses that marketers shape incentives, urges not to pursue perfection at the expense of practical quality controls, and calls for skepticism toward consensus. The episode underscores that effectiveness ultimately defines quality in advertising.
IAB standard gives streaming ads new quality levers
This Future of TV Briefing (Digiday+, July 22, 2026) discusses how the IAB’s Redefining Media Types Standard could give the streaming ad industry mechanisms to improve ad quality. The piece highlights ongoing industry tensions and measurement shifts — mentioning a Paramount–WBD pause, a Netflix–YouTube tug-of-war, and Nielsen–VideoAmp’s exit — and positions the IAB standard as a potential way to address advertisers' calls for better quality controls in CTV/streaming environments. The briefing is part of Digiday's Future of TV newsletter for Digiday+ members.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
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