Self-Introduction / Identity

My Manifesto

After years of building and scaling programmatic infrastructure, I've landed on a few principles. This is my manifesto for AdTech.

1. Transparency over black boxes. Publishers and advertisers deserve to know how auctions run, how demand is selected, and where the money goes. Opaque supply paths and hidden fees erode trust. I've written about this in supply path optimization and in practice at Glance and InMobi.

2. Publisher-first. Revenue should align with value. That means fair auction design, clear floor logic, and yield optimization that doesn't sacrifice long-term trust for short-term spikes. See yield optimization and programmatic advertising for how I think about this.

3. Data-driven, but human-led. Use data for decisions—eCPM, fill rate, latency—but strategy (what to optimize for, what to protect) stays human. I'm Ranjan Dasgupta, and I've seen too many "optimizations" that looked great in a dashboard and broke something critical in the wild.

4. Sustainable monetization. The goal isn't to squeeze the last drop of revenue; it's to build a system that works for publishers, advertisers, and users over time. For more, Insights and Contact.