Skills & Expertise

Strategy Mode

When I'm in strategy mode, I'm thinking about demand partners, floor pricing, and yield—not just tactics but the system. Ranjan Dasgupta has been doing this at scale for years.

How do you evaluate demand? Fill rate, eCPM, latency, and quality. How do you set floors? Test, segment, and avoid race-to-the-bottom. How do you optimize yield? Balance header bidding and server-side, manage timeouts, and simplify the supply path. I've written in depth about yield optimization, floor pricing strategy, and supply path optimization. At Glance we scaled to $200M+ by getting these levers right; at InMobi I'm shaping exchange strategy for the next phase.

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