Karan Vyas

So I'm Karan Yaz, and I I work for a company called Pocket Mobile Ads, wherein I work into ad ops where I look into direct plus programmatic campaigns. So my, um, I have more than 3 plus years 4 4 years of experience in in running programmatic campaigns plus direct campaigns. I work with various DSPs like d v three sixty t t d and various SSPs like, uh, HomeAtech, SpotX, and BitSwitz. Plus, I work into a lot of platforms, like third party tracking platforms, like, uh, Mote, IS, a double verify, DCM, Sysmug, etcetera.

So, uh, recently, we had a we had a discrepancy between our numbers and and the, uh, d v d v three sixty number. So the client had raised an issue that, you know, why are we facing such such issues? So I had to I had to, you know, get get on a call with the tech team and, you know, figure out where was the discrepancy. Later on, we figured out, uh, we figured out the issue, and we solved it out. And yeah. And then we made the client understand because of such reasons uh, we were seeing discrepancy. And later on, it was back to normal.

So if the client does, uh, he needs the campaign budget to be, you know, spent equally on daily basis, then we keep the we keep the, uh, uh, campaign on evenly distribution so that, you know, the cap in isn't over paced and and and it makes sure that we don't accept the daily cap. So keeping the campaign on evenly pace will make sure that we deliver the campaign on as per the required daily cap and not more than that.

Describe him is also setting up the test. So we'll create a line item keeping keeping a certain budget, uh, see keeping a certain budget in mind. After that, we'll, uh, for example, if if if you're testing a campaign with with the publisher, for example, Pocket, So we'll create a test campaign wherein we'll create a deal, uh, we'll create a PC deal, for example, and test, uh, $1,000 of of worth of the campaign, we'll create a we'll create a deal programmatic deal a p g deal ID keeping certain amount of budget in it. After that, you can you can add, uh, line items under under under those deal, making sure, for example, if it's a video, then we'll select video on the on the d v three sixty setup. And once once the campaign is set up for my RN, we'll ask the publisher to, you know, start sending in supply. And as per that as per that, uh, the bidding will happen. And and then PG, it's a fixed fixed, uh, CPM, but, uh, CPM so bidding in in that would be as per the given CPM for the campaign.

So if suppose if if the campaign is underperforming, I would firstly pull all all the reports from the back end. For example, uh, if it is if it is if you are running the campaign on a on, like, on mobile gaming platforms, firstly, I'll pull the game wise data from the back end and see, you know, why is for example, if the retail is coming, I'll pull the game wise data and see which games are underperforming. And as per that, I'll block the mobile game which are, you know, uh, underperforming and giving us a bad VTR. And if and if and, for example, I work for an, uh, uh, mobile gaming company mobile advertising company, so we have certain, uh, certain, you know, expectations set set in terms of VTR or CTR. As per that, I'll I'll make sure that, you know, I I set the client's client expectation as as such so that, uh, later on, you know, we don't get any issues. And if it's underperforming, I'll obviously have to optimize on back end and and make sure that, you know, it starts serving us per client's expectation within a day or 2.

So the first step to making sure that, you know, it's not deliver delivering as per ex as as expected is pulling out a troubleshooting report from DV 360 and analyzing it, k, where are we going wrong? Like, are we losing in, uh, are we losing in bidding, or is is is that the case? So I will, you know, increase the bidding, making sure that we get organic and good traffic coming in, making sure that we deliver the campaigns. And if if certain publishers are not are not, uh, are not delivering the given budget or impressions given to them, I'll I'll shift the budget to an to the other publishers that, you know, we deliver the campaign as per the as per the required budget. And if if and if it yeah. I'll I'll like it. I'll shift the budget to another publisher making sure that we deliver the campaign.

So, uh, like, I would firstly see firstly see the for a video campaign, I would obviously see the, uh, like, which audience is working for us, like, in terms of CVR or, you know, CTR, like, which campaign, which which audience data is giving us, uh, certain number of good details. As per that, you know, I'll analyze the insights, and I'll I'll make sure that I push it forward to the client client making it that key. It's better if you, uh, you know, target such audiences in in in result of good CTR and VTR. And and as per creative wise as well is what we can, you know, analyze analyze the performance of the creative. Like, which creative is performing good? Like, are we getting a good CTR in this particular given creative? So I'll I'll ask the client to, you know, add push in more budget so that, you know, they get a good reach plus good performance for the campaign.

So, basically, uh, my it's it's a daily use of me using MS Excel. Like, we I have all my reportings and and other data to be, you know, done in on daily basis on MS Excel. Plus, we I use a lot of of pivot I use pivot, uh, table plus VLOOKUP tools also. So out of 10, I would rate myself 8 out of 10 for using MS Office. I even represent, uh, like, I present presentations to the client as well, like, you know, sharing the post campaign report. Like, I give a presentation on how the campaign has, delivered and what were the outcomes of the campaign, plus, you know, giving them further ideas of, you know, how they can how they can plan for the next campaign.

So optimizations is, like, uh, we could, you know, uh, understand the troubleshooting report and see, like, you know, which suppose if it's a display campaign and there are two creatives, 320 into 480 and 480 into 320, analyzing the creatives and seeing which is performing good in terms of CTR because every client is in need of getting good clicks and a good CTR number. So pulling out that data and and checking out if, you know, which creative is performing good. If if three twenty to four eighty is performing good, we'll we'll push the client to client to, you know, like, shift the budget and spend the entire budget on the best performing creative. This is the optimization technique I feel, so which would which would, you know, make the client trust on us. K? We are, you know, updating them on daily basis, like which creator is performing good or not so that their budget is not just simply spent on any creator. Other other techniques of optimization would be, asking the publishers to send their report as well. Like, you know, if it's a gaming advertising platform like Pocket, like, we would ask them to share uh, what are the top 20 performing games and, uh, which, uh, which, you know, which geo is working working in terms of, uh, VTR or CTI. So as per that, we'll optimize the campaign, and we'll make sure to deliver the campaign in such zeros for better performance.