10 years inside ad networks, DSPs, and affiliate platforms — sales side, advertiser side, and tech platform side. I write about what actually moves revenue, and consult on the mechanics that don't.
I started in sales and business development at Adsterra — managing advertiser portfolios, running campaigns, closing deals. Then I moved into product, owning auction mechanics, targeting systems, payment flows, and API products across DSPs and ad networks.
That path means I approach every product decision with a commercial question first: will this move spend, retention, or margin? I've seen what breaks from all three sides — and I know which levers actually matter.
I write about the decisions that quietly cost networks revenue — and what to do instead. If you want to talk about your platform, I'm available for consulting engagements.
We were afraid that letting advertisers narrow their geo-targeting would shrink gross volume. It did narrow the targeting. But eCPM went up 32.5%, campaign lifetime grew 61.3%, and LTV jumped 270%. Here's the mechanics behind why.
No hard conversions — what to do when your advertisers can't see results
Advertisers blacklist zones not always because the traffic is bad — sometimes it's a pricing problem. Adding a dedicated bid per zone at AFFMY DSP produced +23% EPC and +4.7% incremental platform revenue at just 2% adoption.
Why advertisers leave quietly — and which product decisions are the real cause. Targeting, bid mechanics, reporting gaps, and friction that compounds silently over time.
Auction logic, auto-optimization, bid adjustment, traffic source management. The levers networks underuse — and how to turn them into measurable revenue growth.
Internal assumptions unchallenged for years. Features buried in admin panels. Discovery that doesn't reach the right advertisers. I find those and help fix them.
You suspect revenue is leaking somewhere — advertisers going quiet, campaigns not renewing, platform features nobody uses. This engagement finds where and why. I talk to your team, go through the data, form hypotheses, and validate them directly with advertisers. The output is a prioritised list of specific problems — product, process, or both — with concrete recommendations for each. Something your product and commercial teams can act on immediately.
Let's talkIn most ad networks, account managers handle everything: inbound qualification, onboarding, and ongoing account growth. The result is AMs stretched across dozens of accounts — many of which have no realistic growth potential — while the clients worth investing in don't get the attention they need. I audit your advertiser base, define a clear ICP, and build the qualification layer that separates low-potential self-serve accounts from those worth AM time. Whether starting from scratch or fixing what's already there, the outcome is the same: account managers focused on clients who can grow.
Let's talkFor teams that need more than a recommendation — a senior adtech practitioner working alongside you on the actual decisions, not observing from outside. This covers the full range from strategic to hands-on: product reviews, roadmap prioritisation, revenue mechanics, writing business requirements, and driving specific functionality through to implementation — working directly with your product and engineering teams. Available on a retainer basis, scoped to what you actually need.
Let's talkI work with founders and executives of affiliate networks and ad platforms on product strategy, monetization mechanics, and advertiser retention. Short engagements, direct answers, no fluff.
I'll get back to you within 48 hours.