Ekta Jha

My background is in English literature and linguistics. I have a degree in English from a reputable university. Prior to becoming a grammar editor for interview transcripts, I worked as a proofreader for a publishing house. I have over five years of experience in editing and proofreading various types of content, including academic papers, articles, and interview transcripts. In my role as a grammar editor for interview transcripts, I have worked with numerous clients across various industries. My primary responsibility is to review and edit interview transcripts to ensure that they are free of grammatical errors, are easy to understand, and accurately reflect the speaker's voice and tone. I have a keen eye for detail and a strong understanding of grammar and language rules. I am able to identify and correct a wide range of grammatical errors, including subject-verb agreement, tense consistency, and sentence structure issues. I also remove filler words such as "," "," and "like" when they are used as pauses, while preserving them when they are used meaningfully. I am committed to delivering high-quality work that meets the needs of my clients. I understand the importance of accuracy and attention to detail in interview transcripts, and I strive to provide transcripts that are error-free and easy to understand. My experience has taught me the importance of preserving the speaker's natural voice and structure in the edited transcript. I believe that the edited transcript should be a faithful representation of the original interview, while also being free of grammatical errors and easy to understand. Overall, I am a skilled grammar editor with a strong background in English and a keen eye for detail. I am committed to delivering high-quality work that meets the needs of my clients.

So I have usually used Microsoft Excel and Microsoft PowerPoint to press. I mean, Microsoft PowerPoint is obviously used to present the data. And for analysis, I use Microsoft Excel. So whenever we have to analyze how a company has performed or you have to share any data, I use Microsoft Excel. And then, like, obviously, we use formulas with respect to the metric that we have for advertising. And once we have all the data collated and the analysis part is done using Microsoft Excel, we create a good format which is presentable enough, and we add that in a PowerPoint and present it.

Okay, so with respect to A/B testing of creatives and a programmatic campaign. So, while I was working on the DV360 platform, there have been many times that the campaign wasn't performing as well as we expected it to. While I used to run display networks and on YouTube campaigns, over there, what used to happen is, like, obviously, we then had to just check if what was performing and what was not performing with respect to what was the key objective of the campaign. If the campaign's key objective was clicks and CDR was very important, then we would check in terms of testing what was going well, what was not going well, and that is something that I believe is more like a process of analysis and elimination and narrowing it down on what went well and continue running that. So, obviously, with respect to that, we do check if the targeted markets were working well, which ones were not working well, which audience. Since DV360 has multiple audience segments, like in-market audiences and affinity audiences, so you do check which buckets were performing well, which were not. And with respect to creatives, obviously, since in display you have multiple sizes of creative, like 300x250, 728x90, or your billboards, your mobile creatives. So you do check which ones were going well, which ones were not going well. Obviously, for mobile creatives, it is very important because everything that stays below the fold, in the lower half of the mobile screen, because anyone tends to click on that creator more because of the way we hold our mobile phones compared to any creative on the upper screen of the mobile phone.

With respect to third-party ad tags, a third-party ad tag is usually okay. So a third-party ad tag, if I clarify that, you have uploaded the creative in the advertiser's ad server, and then you have provided the tag to run in the programmatic advertising. In this way, the data is being tracked in both the ad servers, because of which even so, the advertiser did not have much clarity and they were completely reliant on the publisher data and had to trust it. So since the advertiser also wanted to track things, and that's how the advertiser server came into the picture. And that's when multiple ad servers came into the picture. We have our C M 360. We have our ad class. So, usually, the advertiser uploads an ad tag. Creatives are uploaded on the advertiser server, that's how the ad tags get generated, and that's how the creatives are trafficked in the publisher ad server or into your D V 360 or any DSPs. So the entire functionality just belongs to everybody to be able to track the campaign and track the functionality and the performance of the creative.

Effective communication is key. Okay, I mean, since it's been a while since we've all been working remotely, many of us are comfortable working remotely. Few of us are not working remotely, and they're not comfortable working remotely because we've always been in that routine of working from the office, finishing our work, and then coming back home. But there are a few others who are just comfortable working from home and manage their work within timelines by reducing commute time. Effective communication can be maintained by keeping a regular catch-up, wherein you can receive regular updates from your team so that everyone is coordinated and updated on what's going on and what's happening with campaigns and work. Also, it's helpful in building a good channel and flow of communication with the team because it's very important for them to interact with others and know whom to reach out to if they get stuck with work, which is a very generic thing that happens at work usually. So, I do keep a regular catch-up call in case there are any escalations or if the team gets stuck somewhere. I believe in keeping a regular call because it keeps our lives simpler. A very small huddle always works and that it does make life easier.

Analysis weekly, monthly. So, analysis of all the data is being done in a similar approach on how well the campaign has performed weekly, how it has performed monthly, and then how it has performed quarterly. But, the data analysis with respect to the time frame is very important. So, any campaign, if it's running for around 3 months, monitoring the campaign every week would be obviously necessary. We would basically monitor a campaign by setting the required goal, if it's a CPM based campaign and it has 1,000,000 impressions to serve. So, 1,000,000 divided by 90, then we get how much the impression that has to serve each day versus how it has performed every day, how much is the goal target that it has to meet every day versus how is it performing? Is it underperforming? Is it overperforming? And, we optimize the campaign accordingly by either adding or eliminating things that are not working for the campaign. And, if something has gone well, we add that, if some audience bucket has gone well for the campaign. Or if some targeting is working well for the campaign and then promoting that insight to the advertiser is very important because that's how they know where their key audience lies and what are their key markets that they should approach for adding more campaigns, like running a lower funnel campaign wherein there can be more conversions. So, running a brand awareness campaign, sharing the insights and then running a retargeting campaign, helping an advertiser to convert the potential users that they have. So, analysis is different, but sharing the insight is very important. So, that would be the approach.

In many DSPs, you do have the option of adding the goal of each day. So, you can maintain an Excel sheet, but I believe the dashboard in itself is very self-explanatory and is very helpful. And you can easily check there how well your campaign is performing because many of the dashboards, for example, if I'm working at 360, it is way more advanced and you get more clarity. So that's quite helpful in monitoring your campaign and checking if the campaign is pacing evenly. So if the campaign budget is a hundred, it has to run for 10 days. The budget per day is 10, and you will have to keep monitoring if we've been able to achieve so many impressions in that budget or so many views in that budget.

So viewability is a very important factor when it comes to running a campaign because there was a lot of discrepancy with respect to the advertiser ad, you know, ad server report versus the DSP report or the publisher ad report. That's how the call to the ad server and the measurement across multiple platforms are different. And there are multiple metrics that come up, like viewability and brand safety. Viewability is very important because that's how we know that the ad was actually viewed on the screen. So for any display ad, if 50% of the area is visible for 1 second, and for any video ad, if 50% of the area is visible for 2 seconds while the video was running. That means the ad was actually viewable. Advertisers rely on this metric because that's how they know how their campaign performed and how successful their campaign was. Non-measurable impressions are a concern, and you have metrics like measurable impressions, active view measurable impressions, and then your viewability percentage, which is calculated based on this. It's very important for a campaign because it's very important for an advertiser to know if their ad was shown on the platform. The viewability percentage defines how successfully the campaign was. And with respect to DevReliefs, you also get to know if there was any invalid traffic. They calculate if there was any bot traffic, eliminate it, and refund the budget if it was spent on invalid traffic, so you can further utilize it in your campaign.

With respect to optimization techniques, honestly, there is a brand safety feature. That is very important and can be implemented. You can obviously make sure that you add the viewability factor. You can obviously implement it since iPhone, and obviously, since then, there has been a lot that we have heard around cookieless tracking. So with respect to cookieless tracking, obviously, there are many new publishers. Many people have gone for cookieless tracking because we're not comfortable adding cookies, you know, showing, getting tracked as a user. And that's how first-party data has become a very important factor while we are running any campaign. And many publishers have done this: if you go to any website, you get a pop-up of these are the cookies that are going to get tracked. Do you only want to prefer for the necessary cookies, or are you open for all the necessary cookies that can be tracked for advertisement purposes and everything? And if not, would you like to sign up? Because that's how publishers have come up with that approach of getting users signed up so that they can store the first-party data. And that's how users are being bucketed. They are really interested in the content. And more than interest-based targeting, now there is contextual targeting, which is a more advanced version of interest targeting, which has come up. And it just depends on clients. It depends on how complex the client is. That's how the entire plan is being strategized based on the reach the client wants to attain. So, yeah, these are the things that I feel are the latest things that I've read about. And also, not about optimization, but, obviously, recently, since connected TV is now in boom, many publishers like, you know, lie with the connect like, even very big players are there. Like, you know, Samsung TV is there. Our new, obviously, very newly, LG TV has also come up, and then we have YouTube connected TV. So many people, so many advertisers now prefer connected TV because the screen is very huge, and the exposure to it is it can be to a single audience or to multiple users. And since it's as good as a billboard ad house. So, yeah, the exposure is really good, and in YouTube, you do have non-skippable ads.