Skills & Expertise

I Think In Campaigns

Every AdTech product I've built has a campaign-like structure: objective, audience, strategy, execution, measurement. Ranjan Dasgupta applies that lens to product strategy.

Objective: What are we optimizing for? Revenue, fill rate, latency, user experience? Audience: Who is the demand? Who is the supply? Strategy: How do we match them—auction design, floor logic, timeout strategy? Execution: How do we ship it at scale? I've done this at Glance (unified Web, App, CTV monetization) and InMobi (exchange strategy). See Work and exchange architecture.

Campaign thinking also means phases: launch, optimize, scale. That's how we got to $200M+ at Glance—not one big bang but iterative improvement. For more on how I think, my brain is a brief and Insights. Get in touch if you're building something in this space.