10 years inside ad networks, DSPs, and affiliate platforms — network 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
Custom bid: why it's profitable for both the advertiser and the network
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.
I 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.