Anup Patil

Campaign Management

• End-to-End Campaign Execution: Successfully set up, launched, and managed advertising campaigns in GAM and the IION exchange (via the Immersiion) for major direct advertisers and agencies (e.g., Levelup, Carat, EKN Solutions, GroupM).
• Performance Optimization: Aggressively optimized live campaigns against critical client KPIs, including CTR, VTR, Reach, and Viewability, ensuring all IION campaigns maintained a healthy profit margin.
• Direct Deal Management: Structured and optimized Programmatic Guaranteed (PG) and Preferred Deals (PD) on GAM and PubMatic to exceed client KPIs (CTR, VTR, Viewability, Reach), along with a healthy margin.
• Analytics & Value Measurement: Brand Success Tracking: Managed and utilized Brand Lift Studies and Amplified Intelligence platforms to track Brand Recall Value and measure campaign success using attention metrics.

Yield Management

• Programmatic Yield Optimization: Strategically managed floor prices and target pricing within Google Ad Manager (GAM) to maximize fill rate and yield across various inventory types (Domains, Apps, CTV) by leveraging the Programmatic Space (AdX).
• Inventory Management: Configured diverse ad tags from GAM at various price points, rigorously testing and deploying optimal floor/target prices to achieve maximum programmatic fill.
• SSP - Creating specialized setups based on key variables like DSP spends, ad domain, and advertising categories, etc. Strategically adjusting margin configurations to balance fill and yield on PubMatic, Xandr, Magnite, Adform, Sharethrough, etc.

Ad Ops Tool Development.

• Automated Tag Generation Tool: Partnered with the engineering team to enable the scalable creation of 1,000+ GAM tags weekly, reducing manual overhead, along with a QA system that would cross-check if the tags have been properly created or not.
• Mediation Automation: Partnered with the engineering team on a Mobile App Tag Refresh Tool that automatically pushes GAM updates to Publisher Mediation platforms, significantly reducing publisher latency and manual effort, while increasing yield.

Custom AI Tool Development

• Performance Insights: Collaborated with the tech team to develop and deploy an AI Sense tool, providing real-time campaign performance insights, trends (platform, device), and actionable key insights/recommendations to improve operational efficiency.
• Demand Shaper: Partnered with the AI team to create a Demand Shaper Tool that leveraged machine learning to suggest which publisher apps to promote, hold, or remove from the list, directly leading to an increase in oRPM and overall yield.

• Ad Ops and Yield Management - Forecasting, Campaign Management, Interaction with clients, Yield Management, Troubleshooting.
• Reporting - Daily Revenue, Discrepancy reporting, Programmatic Partners reporting - Appnexus, Pubmatic, AOL, Amazon, Spotx, etc., DSP, and Advertiser reporting.
• Social media marketing - setting up paid campaigns on Facebook and Instagram, targeting the appropriate audience, and optimizing performance by checking reports in Google Analytics.
• Content marketing, native advertising on Outbrain, and push notifications—working with the editorial team to increase site engagement, cross-promotion of sections, and sharing feedback on the content marketing promotions.
• Billing clients and payment follow-ups, paid article submissions in CMS.

• Campaign management, publisher tag generation, media planning, and managing the entire lifecycle of a campaign.
• Managing online reports, entering data for campaigns from multiple sources, and sending reports to clients.
• Responsible for data mining and campaign analytics that can provide insight on the campaign.
• Responsible for providing excellent customer support to the sales team, the finance team, and clients via email and phone.
• Provide analysis on campaigns, including reporting progress to the Sales Team.
• Troubleshoot various ad-serving problems for various publishers.

• Supported trafficking, QA, and reporting workflows.
• Handled creative QA and tracking validation.

• Campaign Management: Directed the end-to-end execution of digital advertising campaigns across a premium portfolio (Cricinfo, Scrum, Soccernet, ESPNUK, and ESPNF1) using Google DFP.
• Technical Trafficking: Managed complex creative deployments, including Flash, GIFs, and third-party tags
• Quality Assurance: Led rigorous QA protocols to ensure cross-browser compatibility, accurate click-through functionality, and seamless visual rendering.
• Performance Optimization: Analyzed campaign health (pacing, over/under delivery) to ensure 100% fulfillment of contracted impressions, and revenue recognition.
• Strategic Reporting: Partnered with Sales and Account Management to provide actionable insights through site-level performance reports, and inventory availability forecasts.

• Platform Expertise: Advanced trafficking and management using OAS, DFP (Google Ad Manager), and third-party tags (DFA, Atlas, Mediaplex).
• Strategic Optimization: Managed end-to-end campaign lifecycles, optimizing for CTR and delivery to ensure 100% fulfillment for premium, global publishers.
• Technical QA & Troubleshooting: Directed rigorous pre- and post-launch audits to resolve discrepancies in tracking, creative rendering, and tag implementation.
• Client Stewardship: Acted as a technical advisor, leading performance reviews, and educating stakeholders on trafficking best practices and ad-server capabilities.