Self-Introduction / Identity

Not A Bot

There's a lot of talk about AI taking over advertising: automated bidding, creative optimization, audience modeling. Some of that's already here. But the infrastructure those systems run on—the exchanges, the pipelines, the auction logic—was built by humans. I'm one of them.

I'm Ranjan Dasgupta. I've designed and shipped programmatic systems that handle billions of requests. I've scaled monetization to $200M+ at Glance and now drive exchange strategy at InMobi. The algorithms and the data pipelines are only as good as the product and engineering decisions behind them. Those decisions are still human: what to optimize for, how to balance latency and yield, how to protect publisher and user interests.

Where humans still lead

AI will get better at predicting CTR, tuning floors, and matching demand to supply. But strategy—what kind of exchange you want to be, how you think about supply path optimization, how you treat first-party data—remains a human choice. I explore that tension in AI in advertising and in my work at AdsGupta, where we're building at the intersection of AI and ad tech.

If you want to meet the human behind the systems, read About or check Work. And if you're thinking about how humans and AI should collaborate in AdTech, let's talk.