Jatin Yadav

LEAD - AD TECH SOLUTIONS· jatinyva@gmail.com

I am a results-oriented professional with a strong background in continuous experimentation using agile methodology. I have successfully applied agile principles to experimentation processes, allowing for iterative and rapid testing. With a focus on driving data-driven decision-making, I have executed many ad-related experiments on web pages, Apps and video to enhance metrics such as Click-Through Rate (CTR), Render Rates, and Viewability. Helped teams to create new ad technology and revenue.

Experience

Lead Product - Ad Tech Solutions

Times Internet

Continuous Experimentation with Agile Methodology:

Apply agile methodology to experimentation processes, allowing for iterative and rapid testing.
Running more than 15 plus ad related experiments on pages for increase the metrics (CTR,Render rates & Viewability)

Technical Integrations and Header Bidding:

Collaborate with product teams for implementing technical requirements for successful header bidding implementation
Overcome challenges related to integrating header bidding technology into existing systems.
Coordinate with stakeholders to ensure smooth integration and maximize revenue opportunities.

Post-Bid Analysis and Optimization:

Conduct post-bid analysis to evaluate the performance of ad campaigns and optimize outcomes.
Utilize data analysis to identify areas for improvement and make data-driven decisions.
Implement strategies to refine bidding strategies and maximize the ad revenue.

In-house Development of New Refresh Technology:

Take the lead in developing in-house refresh technology to enhance ad delivery.
Design and implement custom refresh strategies to optimize ad visibility and engagement.

Technical Integration of New In-house Solutions:

Collaborate with product teams to understand technical implementation requirements for new in-house ad technology.
Overcome technical challenges and ensure seamless integration of proprietary solutions.
Coordinate with cross-functional teams to align technical integration processes and maximize the benefits of in-house solutions.

May 2023 - Present

Senior Officer - AdOps

Times Internet

Troubleshoot product implementation with the tech team and recommend ways to improve the ad placement, demand, and ultimately yield.
Integrating different ads set up for multiple publishers - Times of India, Economic Times, Navbharat Times, Gadgets Now, India Times, MensXP, iDiva, Business Insider, etc.
Implement and test ad Stack – Waterfall/Header Bidding/Exchange Bidding depending upon the relationship with partners.
Responsible for reporting and tracking revenue and monetization performance.
Creating and managing presets, key-values, ad units in the Google Ad Manager panel.
Helping product team in testing and implementing new innovations and setting-up campaigns and helping the operations team with the configurations of innovations like Site Sync, Expandable, Cube, PPD, AMP Stories, Flying Carpet, etc.
Analyse data and provide useful insight to the stakeholders.

Nov 2020 - April 2023

Senior Executive - Ad Operations

CyberMedia Research & Services Limited

Rich experience in ad-networks as Ad Operations (Programmatic/RTB), Google AdSense, Google Ad Exchange, Doubleclick (DFP), Header-Bidding in digital advertising.
Worked and ran different ad networks ads on the inventory such as Verizon Media, Rubicon, Media.net, Taboola & etc.
Lead Ad Ops, Programmatic & Indirect monetization of 400M+ impression on 4 platforms.
Building and maintaining a strong business relationship with advertisers & publishers by giving value-added custom advertising solutions.
Handling client’s inquiries to provide detailed solutions to get the issue resolved.
Managing DSP and SSP to provide yield optimization for both publishers and advertisers.
Support direct sales team by providing data, insights & working with agencies.
Campaigns – Intel, Cisco, Landrover, Micon, Redhat, FIITJEE, G-SHOCK Watches, Bala Movie, Alladin Movie, Ujda Chaman and many more.

Oct 2019 - Nov 2020

AD Operations Specialist

CyberMedia Research & Services Limited

Managed campaign in Google Ad Manager.
Managed Programmatic campaigns like an open auction, preferred deals & Increased brand safety, CTR for the clients by 74% / 40% respectively.
Made forecasting reports for publishers using DMP, DFP, and DV360 which enhanced the campaign performance on avg, by 63%.
Enhanced AdSense performance for clients by optimizing ad placements, gathering data of consumers and industry bench-marking for better targeting which increased profit by $25000 to $38000 for the Q4 in 2018.
Created new strategies for revenue increment and campaign reporting.

May 2018 - Oct 2019

Ad Sales Executive

Touch Net Broadband India Services Ltd

Managed offline sales data for broadband connections in MS excel.
Developed online ads campaigns using Facebook ads.
Executed social campaigns for the company.

Aug 2017 - Mar 2018

Owner / Director

GamesIndian.com

Running a successful Gaming blog with more than 50000 active readers per month.

December 2017 - March 2022

Tools & Research

Ad Technology Tools

Internal Tools Created by Me

Responsive Ad Generator
Refresh Ad Generator
Campaign Metrices Calculator
Video Player & Ad Integration

Creative Formats Created By Me

All formats are running via Google Ad Manager.

Ad Research

Knowledge Of Industry Tools

Google Ad Manager
Google Analytics
Google Web Design
Google Data Studio
Zedo
AdSense
DV360

Projects

A Few Professional Projects

Bid Request Optimisation - 2023

In the pursuit of bid request optimization, focused modifications were performed on both Prebid and OpenRTB (ORTB) platforms. By integrating ORTB2 objects, including ‘site’ and ‘publisher’, into the pre-existing bid request structures of Prebid and ORTB, we were able to significantly enhance the synergy between these programmatic advertising technologies. This meticulous addition led to a notable 10% increase in match requests, reflecting an immediate enhancement in the optimization process. The implementation highlighted the potential of adapting and modifying request parameters to suit evolving requirements, thereby driving improved outcomes and increased compatibility across varied ad inventory platforms.

Post-Bid and AdSense Backfill - 2023

By developing a novel approach for post-bid and AdSense backfill, I successfully addressed a revenue loss issue stemming from blank ads on the page. The problem statement highlighted the challenge faced when utilizing AdSense as a backfill, resulting in missed revenue opportunities. To overcome this, I devised a new logic that ensured zero occurrences of blank ads and ultimately led to a significant 10% increase in revenue. This solution effectively resolved the problem, optimizing the utilization of AdSense as a backfill while maximizing revenue generation.

Interstital - 2023

Created a new logic for interstitial ads that proved highly beneficial for both the direct and indirect teams, resulting in a remarkable 70% increase in revenue compared to the existing interstitial approach.

Orchestrate layer - 2022

In response to the identified challenge, which involves different performance metrics for direct and indirect ads (impressions for direct ads and viewability for indirect ads), I devised a solution to maximize revenue. By implementing a new layer, I developed an automated process that detects direct ad creatives and temporarily disables lazy loading for those specific ad units throughout the day. This approach allows for optimal impressions of direct ads. The following day, the lazy loading functionality is reactivated, ensuring efficient delivery of indirect ads and maintaining viewability as the main performance metric. This innovative logic harmonizes the performance goals for both direct and indirect ads, ultimately driving maximum revenue generation.

TIMES INTERNET [ AD SALES DATABASE ] [Team of 2]- 2021

Helped in creating Ad sales data dashboard which reduced the work of reporting ad inventory data by 70% of the entire team.
Now sales team can get instant data of all the slots bifurcated by ad placement, size and country.

DEVELOPED NEW MARKETING STRATEGIES [TEAM OF 3]

Proposed new idea in the company for consumer insight and industry benchmarking which helped our product to dominate in the market as a tool which can predict the revenue outcomes.
Tool to give insight about the loyal & casual readers.

Project Quarantine AdOps (Visit Group)

Created a AdOps group to teach about Google Ad Manager on linkedin which had over 172 Members.

IMPLEMENTED DOUBLE CLICK HEADER BIDDING TECHNOLOGY - 2020 [LEADER]

Introduced new technologies to clients websites. Implemented header bidding on clients website. Handling process of negotiation, implementation and reporting on 70 websites.
Partnered with companies like Rubicon, TORCAI, Amazon Publishing Services.

AMP PLATFORM LAUNCH - AUGUST 2018 [LEADER]

Aid publishers in AMP project ( In Several Google Gurugram office Conferences). Increased CTR and revenue by 200% for easyaurveda.com and helped 26 other publishers in implementing AMP.

Top Clients

Publishers handled under Times Internet portfolio (FULL LIST) :

Times Of India

The Times of India is an Indian English-language daily newspaper and digital news media owned and managed by The Times Group. It is the third-largest newspaper in India by circulation and largest selling English-language daily in the world.

Economictimes

The Economic Times is an Indian English-language business-focused daily newspaper. It is owned by The Times Group. The Economic Times began publication in 1961. As of 2012, it is the world's second-most widely read English-language business newspaper.

navbharattimes

Navbharat Times (NBT) is one of the largest circulated as well as largest reader's Hindi newspapers of Delhi, Mumbai and Lucknow or Kanpur.

Under the CyberMedia portfolio handling following clients :

1mg.com

Managed DFP, AdX and Header-Bidding ads on the 1mg.com. 1mg has a country rank of #283 and is one the best health websites.

sunsigns.org

Managing AdSense & AdX for the biggest astrology website. Sunsigns has a country rank of #15,229 and is a top website in astro space.

Newsbytesapp.com

Managed DFP, PG/PD deals, AdX, Headerbidding for Newsbytesapp. NB has a country rank of #2568 in news & media category.

Skymetweather

Managing DFP & AdX for Skymetweather. It has a country rank of #915 and is one of the biggest weather website in the India.

Majhinaukri.in

Managing AdSense, Direct deal & entire inventory for one the biggest job portal in India. Majhinaukri has a country rank of #1130 & #700 in category rank.

thesportsrush.com

Managing Direct deal & Rich media inventory for one the biggest sports portal. thesportsrush has a category rank of #14

Education

IMT GHAZIABAD

MBA - Business analytics

Analytics

2021- 2023

Coursera

Google Data Analytics

Data Analytics

8 Months

Maharshi Dayanand University (Graduation)

Bachelor of Business Administration

Business Managment

Percentage: 72%

2014 - 2017

Udacity India

Google india SCHOLARSHIP Winner

5 Months

Kendriya Vidyalaya (Higher secondary)

Commerce Stream

Business Managment

2012 - 2014

Interests

Apart from being a Sr. Ad Ops Executive, I enjoy most of my time playing video games. I also love to play badminton and riding my bicycle daily.

In quartine, I follow a number of sci-fi and fantasy genre movies and television shows, I am an aspiring chef, and I spend a large amount of my free time exploring the latest technology advancements in the world.

Professional Awards & Certifications

Hack & Hustle 3.0 - 2022

Inter-organisation competition for Innovative ad experience on mobile. Won INR.5 Lakh cash price.

Google Data Analytics - 2021

8 Month certification programme from Google. Gain an immersive understanding of the practices and processes used by a junior or associate data analyst in their day-to-day job.

Google Ad Manager - 2020

Gained knowledge for how to manage your ad inventory, help create value for your advertisers, and grow your revenue with Google Ad Manager.

Google AdSense Certificate - 2019

Gained knowledge for how to manage AdSense for publishers.

EMPLOYEE OF THE MONTH 3 TIMES - 2019

Best performer 3 times in one year at CyberMedia.

State Level Winner For 'RESEARCH POINT' - 2017

State level competition for research and presentation of findings.