Karan Vyas

So I'm Karan Yaz, and 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, I have more than 3 plus years 4 4 years of experience in running programmatic campaigns plus direct campaigns. I work with various DSPs like d v three sixty t d and various SSPs like, HomeAtech, SpotX, and BitSwitz. Plus, I work into a lot of platforms, like third party tracking platforms, like, Mote, IS, a double verify, DCM, Sysmug, etcetera.

So, recently, we had a discrepancy between our numbers and the D V D V three sixty number. The client had raised an issue about why we were facing such issues. I had to get on a call with the tech team and figure out where the discrepancy was. Later, we figured out the issue and solved it. We then made the client understand that we were seeing a discrepancy for such reasons. Later on, it was back to normal.

If the client does, he needs the campaign budget to be spent equally on a daily basis, then we keep the campaign on even distribution so that the cap isn't over-paced and it makes sure that we don't exceed the daily cap. So keeping the campaign on an even pace will make sure that we deliver the campaign as per the required daily cap and not more than that.

He is also setting up the test. So we'll create a line item keeping a certain budget in mind. After that, we'll create a test campaign, for example, with the publisher, such as Pocket. We'll create a deal, for example, a PC deal, and test $1,000 worth of the campaign by creating a programmatic deal with a certain amount of budget in it. After that, you can add line items under those deals, making sure, for example, if it's a video, then we'll select video on the 360-degree setup. Once the campaign is set up, we'll ask the publisher to start sending in supply. As per that, the bidding will happen. And then PG, it's a fixed CPM, but CPM bidding will happen at the given CPM for the campaign.

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

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

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

So, basically, my daily use of MS Excel is it's a daily use. I have all my reportings and other data to be done in MS Excel on a daily basis. Plus, I use a lot of pivot tables and VLOOKUP tools. So out of 10, I would rate myself 8 out of 10 for using MS Office. I even represent clients by presenting presentations, sharing the post campaign report. I give a presentation on how the campaign has delivered and what were the outcomes of the campaign, plus giving them further ideas on how they can plan for the next campaign.

So optimizations is, like, we could understand the troubleshooting report and see which one performs better if it's a display campaign and there are two creatives, 320 by 480 and 480 by 320, analyzing the creatives and seeing which is performing well in terms of CTR because every client needs good clicks and a good CTR number. So pulling out that data and checking which creative is performing well. If 320 by 480 is performing well, we'll push the client to shift the budget and spend the entire budget on the best performing creative. This is the optimization technique I feel would make the client trust us. We are updating them daily on which creator is performing well or not so that their budget is not spent on any creator. Other optimization techniques would be asking the publishers to send their report as well. If it's a gaming advertising platform like Pocket, we would ask them to share the top 20 performing games and which geo works well in terms of VTR or CTR. So as per that, we'll optimize the campaign and make sure to deliver it for better performance.