Anthony Rushton

Anthony Rushton (born 3 November 1971) is a British tech entrepreneur and the co-founder and chief executive officer of Telemetry, an online video advertising security and optimisation firm.

Early life Rushton was born and raised in Accrington, Lancashire, England. Following his graduation from the University of York, where he earned a bachelor of arts in sociology and economic history, before moving to London and working as a media planner and buyer in the late 1990s.

Career

JailDog In 2001, Rushton quit his advertising job to go into business with his software developer friends Russell Irwin and Beau Chesluk, Rushton and his partners each put up £10,000 of their own money to help get the business off the ground. To raise additional funds, they began creating branded online video games under the name JailDog (also known as The JD Project), with Rushton serving as commercial director. JailDog earned notice in 2003 after winning the pitch to create the broadband version of the TV game show Who Wants to Be a Millionaire? winning a 2008 International Interactive Emmy Award for being the world's first such network. Rushton served as director. They have advised caution when it comes to much of the technology used for programmatic buying, which can, for instance, fail to report when ads intended for pre-roll have been placed into oft-muted banner video ads instead. In conceiving the service, Rushton drew on his prior experience as a media planner, where he observed that advertisers had to rely on partisan analytics from the vendor or traditional ad server statistics, which had not been designed to track online ad campaigns. In 2014, Telemetry investigated Verizon Wireless's online video ad purchases, finding that in excess of $1 million was spent on fake Web views. The company in turn demanded make-good ads. Also that year, Telemetry uncovered an ad fraud operation that had been skimming around $10 million in video ad revenue per month, affecting over 75 advertisers, including McDonald's, Coca-Cola and Ford. Rushton called it the most significant instance of ad fraud Telemetry has seen. Telemetry has publicly called out companies perpetrating such fraud by name. The Wall Street Journal reported in 2014 that approximately 36% of all Web traffic is considered fake, with the corresponding amount of ad views being seen by "bots" rather than people, cheating advertisers who pay based on the number of Web views.

Customers include Reckitt Benckiser, In 2012, Telemetry showed revenues of £24 million with adjusted profits of £5 million,

Honors and awards International Interactive Emmy Award, for WeDigTV, 2008