Rushton in 2013.
November 3, 1971 |
|Alma mater||University of York|
|Occupation||Co-founder & CEO, Telemetry|
Anthony Rushton (born November 3, 1971) is a British tech entrepreneur and the co-founder and chief executive officer of Telemetry, a digital media auditing company.
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, he briefly went into engineering before moving to London and working as a media planner and buyer in the late 1990s.
In 2001, Rushton quit his advertising job to go into business with his software developer friends Russell Irwin and Beau Chesluk, who had helped create the Nintendo 64 video game GoldenEye 007 while working for game designer Rare. 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?
In 2007, Rushton, Irwin and Chesluk launched the online TV station WeDigTV, which broadcast interactive programs that allowed viewers to alter the course of the show, winning a 2008 International Interactive Emmy Award for being the world’s first such network. Rushton served as director. In 2007, the site reported 2.5 million unique monthly users, featuring content such as Who Wants To Be a Millionaire? and Deal or No Deal, with an interactive ad break every five to seven minutes. WeDigTV was a precursor to Telemetry, as the three partners pursued the growing market of online video advertising.
Rushton is co-founder and CEO of Telemetry, a London-based independent digital media forensics company, founded with Irwin and Chesluk in 2009. The company has offices in London and New York. Telemetry works directly with advertisers, providing impartial, detailed analytics in real time, tracking the efficiency and exposure gained by online digital advertising campaigns in order to ensure accountability: that the ads are properly delivered, are being viewed by the intended audience, alongside the proper content, and that reach and impressions are not being inflated. 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. Customers include Reckitt Benckiser, Anheuser-Busch, Unilever and Verizon Wireless. In 2012, Telemetry showed revenues of £24 million with adjusted profits of £5 million, and was valued at £175 million. Deloitte predicted Telemetry would be worth £486 million by 2014. Rushton has said he expects Telemetry to go public in 2015.
- Roland Gribben, “Video advertising firm looks for lift-off,” The Daily Telegraph, August 9, 2011.
- Maisha Frost, “Keeping track of internet ads,” The Daily Express, June 15, 2011.
- Amy Duff, “Partnerships: Anthony Rushton, Beau Chesluk and Russell Irwin,” Director, October 2011.
- Elizabeth Colman, “How I made it: Anthony Rushton, founder of Telemetry,” The Sunday Times, August 22, 2010.
- Rupert Neate, “GoldenEye game creators’ new venture set for a gilded future,” The Guardian, June 18, 2011.
- “JailDog develops games engine for global markets,” econsultancy.com, June 17, 2004.
- Nicola Brittain, "Content Focus: WedigTV," Broadcast, December 12, 2007.
- “WeDigTV to launch interactive ad-only online TV channel,” Marketing Week, November 8, 2007.
- “The 2008 International Interactive Emmy Award Winners,” The International Emmy Awards. Retrieved November 10, 2013.
- Brandon Gutman, “What You Need To Know About Buying Digital Video Advertising (At Least For Today),” Forbes, June 28, 2012.
- Tim Bradshaw, “Web watchers ensure you see the right ads,” Financial Times, March 15, 2012.
- Vicki Owen, “Business blooming at online advertising service Telemetry,” Daily Mail, February 5, 2012.