Selected work
Rebuilding targeting around how publishers sell
Read the case→
- Problem
- Publishers maintained thousands of placement-level configurations.
- Approach
- Rebuild targeting around how publishers sell.
- Lesson
- Treat the customer experience of a transition as part of the design.
Testing a fix before we
built it
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- Problem
- Repeated fixes left targeting edge cases uncovered.
- Approach
- Test the proposed design against real inventory and auctions.
- Lesson
- Repeated partial fixes are a sign the problem is not understood yet.
The spreadsheet that became a toolkit
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- Problem
- A rebalancing spreadsheet was too tedious to maintain.
- Approach
- Keep existing aggregation; build the missing Python tools.
- Lesson
- When building feels cheap, skipped planning becomes expensive.