Before we begin…

The Ad Tech industry is ridiculously complex and nuanced, but there are some basics that are easy to understand. Nobody told me anything about Ad Tech before starting this phase of my career. These are the things I wish I were told from the beginning. If you want a refresher, start here. Otherwise, take a look at some case studies below.

Yahoo’s Evolution

The Yahoo of today is the result of numerous acquisitions, migrations and consolidations. This created feature redundancy, framework latency and inconsistent user experience throughout the ad tech platforms. Take a look at our strategy for solving this issue.

Please note: Due to legal and privacy restrictions, I cannot show full, legible screenshots with proprietary information.

Reinventing Deals

In the ad tech industry, "deals" refer to pre-negotiated agreements between advertisers and publishers that enable the buying and selling of ad inventory at a fixed price. Deals can be private or public, and they often offer higher quality and more targeted inventory than what is available in the open market. In the programmatic world, a deal is much more complex than a handshake over a business lunch. That might be where it begins, but let me show you where it ends.

Please note: Due to legal and privacy restrictions, I cannot show full, legible screenshots with proprietary information.

Consolidating Reporting

Running reports is a key daily activity for most roles in the Ad Tech industry. With the number of corporate acquisitions Yahoo has had over the years, you can only imagine the number of reporting platforms and backend systems that were available to employees. Consolidation was needed to optimize workflows and reduce redundant and costly external tools.

Please note: Due to legal and privacy restrictions, I cannot show full, legible screenshots with proprietary information.

Video Syndication

Beginning in 2012 and ending in 2022, The Video Syndication platform has evolved from a small office near Seattle to a global video exchange with over $100M in yearly revenue. Multiple acquisitions and mergers led to its transformation and ultimate demise. Click below to reveal the whole story.

Meal Ticket

Meal Ticket is a software company specializing in solutions for the food service industry. Founded in 2010, it provides SaaS tools aimed at increasing operational efficiency and profitability for food distributors, manufacturers, and restaurant operators. Their product suite includes business intelligence tools designed to optimize earned income programs, target new business opportunities, and enhance engagement between operators and suppliers. Once, they were the de facto standard, but today they face competition.

Boop

In the beginning of 2019 I worked on some vision designs for three products in the veterinary practice industry for Petabyte Technologies who later went on to develop the Rhapsody Practice Information Management System (PIMS), the Petabyte engine, and the Boop consumer app. Three years later they would be acquired by Chewy for $43.4M.