Skills & Expertise

My Brain Is A Brief

Every hard problem I tackle looks like a brief: objective, audience, strategy, execution, measurement. Ranjan Dasgupta has used that frame for nine-plus years in AdTech.

Objective: What does success look like? Revenue lift? Latency reduction? Supply path simplification? Audience: Publishers, advertisers, end users—who are we serving? Strategy: What's the approach? New auction design? Better floor logic? Demand stack changes? I've applied this at Google, Glance, and InMobi. See I think in campaigns and strategy mode.

Execution and measurement: Ship, instrument, iterate. That's how we scaled to $200M+ at Glance and how we're evolving the exchange at InMobi. For more, Work, About, and Contact.