Self-Introduction / Identity

Dear World

An open letter to the advertising industry—from someone who's been in the trenches for nine-plus years.

What's broken: Opaque supply paths. Race-to-the-bottom on fees. Cookie deprecation without a clear replacement. Fragmented identity. Latency wars that hurt users. Ranjan Dasgupta has seen all of it. The fix isn't one product; it's a shift toward transparency, fair pricing, and alignment between publisher revenue and advertiser performance.

What's working: First-price and unified auctions. Header bidding and server-side when done right. Supply path optimization that actually simplifies the chain. Data-driven floor strategy. CTV and connected devices as a growth channel. I've written about these in Insights and on the landing pages for programmatic, CTV, and header bidding.

What needs to change: More publisher control. Clearer value attribution. Less waste in the pipeline. And a commitment to sustainable monetization—not just short-term revenue. If you're working on that, I'd love to hear from you. Contact. And for more perspective, About and Work.