Mohammed Shakeeb Ashfaque

Understand more about your background by giving brief introduction regarding in progress. Okay. Okay. My name is Sikib, and I have a a decade of experience in, uh, in support industry. Initially, I started with, uh, Support on, uh, with with Dell Computers, and then I I have 8 years of experience in, uh, digital marketing, where I started with publisher, uh, support initially with The Google Publishers, uh, platform, which is DFP. Uh, and then I started working with DV 360 on On on, uh, agencies like, uh, you know, Gail Gail partner in Bangalore. I have experience around TDD, all these, DSP's platforms, uh, where I'm I'm I'm taking care of all the, uh, uh, task as the account manager here in my current organization where I take care of execution planning, uh, you know, monthly reporting, performance analyzation, optimization, and client interaction as well. And I I do interact with, uh, you know, the planning team as well when it comes to executing and and giving the, uh, you know, insights on the planning

How do you tailor your app to manage your Initially, I'll I'll I'll look around, uh, all the options what we have, You know, based on the geography, I'll I'll, you know, run a, um, availability test to see, uh, how much in each geographic You can deliver. And then based on the, uh, the availability of inventory, I can, you know, divide my budget, uh, to it. And then, Based on that, I can start optimizing my campaigns. Uh, technically, um, you know, I will go by location to location based campaign. Sorry. If you if you have d u three sixty, then I'll go by insertion orders or line items, and then I'll further go down by the stylities, which which location gives me higher performance there. I will I'll push budget more and, uh, you know, IR inventory availability report. I will also see that, uh, you know, to come to a conclusion, uh, if It is a geographical based campaign, which I'm running currently for a few of my live clients, where we focus a lot on the geographies, uh, where We have divided the campaigns across all the geographies separately to optimize it better. And then even under the geographical campaign, we do, uh, try a lot of My patience are, uh, by tactics to in order to understand which, you know, which which tactic performed better for us. And based on that, we can we can try and optimize it. So, uh, there there is 1, uh, account we have with which I'm I'm working on called Badfitter. It's one of the US, uh, you know, Advertisers, uh, with the they're into, you know, bath bathroom tops and, uh, uh, showers business. So, uh, I'm optimizing their, uh, campaigns based on geography. Search on OTT platform, and we also have UvDU and OLV on DV three sixty. So, uh, uh, you know, OTT, we are, you know, managing it through, uh, TTD. So there we have, you know, segregated these campaigns by, uh, locations, uh, typically, you know, Livonia, Rochester, All those kind of locations. So we are managing that. So we are giving the budget. So we get separate budgets for all the locations first, and then we are running, you know, quite common, uh, you know, tactics across all these locations. Why is the behavioral, uh, audience, which we try to target the audience which is in the same behavioral segment, uh, where we try to tag the third party audiences there? And then we have demo. This client is particular in terms of demo. They wanted to, you know, uh, review the the the performance by demo, which audience giving them better better performance. So we do it by demo, and we also target the the publishers through PMPs. We have sorted down couple of publishers which have more, uh, inventory available for these sort of, uh, audiences, uh, for OTD and even in in case of OLV. So we do sort of that, and then the the other audiences look alike, uh, where we we try to target the look alike based drawings. And then we have, Uh, we have we have connected with Magnite to, you know, give us some, uh, ACR based publisher, which have a similar audience, so we are trying that as well. So, uh, over the past few months, we have analyzed that the the the performance in in terms of 30 seconds video, uh, performing in terms of 30 30 seconds are doing better in terms of, uh, completion rate, in terms of, uh, you know, a number of, uh, page visits, and in terms of, you know, Thank you, pages. So we we, you know, tried, uh, pushing more 30 seconds of credit than 15 seconds. 15 taken, uh, credits definitely have a higher, uh, completion rate, but the performance which getting more in terms of page visits and, uh, the impression to page with the ratio. Uh, we are getting more on 30 seconds than on on on on 15 seconds.

Uh, to to control the pacing, uh, I I will optimize the pacing. Uh, I will not leave it to the, uh, if if we have, uh, the pacing, uh, let's say, $1,000, uh, for a month, Uh, I will, uh, you know, I tie and allocate the budget, uh, you know, at at high level. And then I try and optimize the, uh, the pacing and move the pacing to the line item which is performing better. Uh, so, uh, that's how I optimize my, uh, you know, pacing of a particular campaign. That's one thing I do. Uh, and I also ensure that, uh, I should not be, uh, you know while controlling the pacing, I will ensure that I should not be, uh, you know, uh, getting highest GPM, highest, uh, lower CTR. So I will also ensure that that the CPM and CTR will also be controlled when I'm when I'm, uh, um, when I'm when I'm controlling the pace, the accuracy of accurate pacing of a particular, uh, programmatic campaign budget. Uh, so that that's what I will do. Uh, I will look into the performing, uh, uh, you know, I will pull a report for the performing publishers. Uh, there I will, you know, uh, allow go for the CTR, which that's how I can even control my c CTR metric. And I will also do the same exercise for the publishers who are delivering a better CPM. And I will also I will also create 1 extra line item to control that, uh, to to control my CPM. And then I will go for the, uh, the one where I might be getting some higher CPM, but uh, of my conversion rate is good. So I will I will try and put that line into my as well. So these 3 tactics where CTR, CPM, and, uh, the performance will be in lean line. Uh, and I will show these these 3 things will also, you know, ensure that they will also spend. So I will I will keep a day cap, uh, daily cap, so to ensure the, uh, the, uh, the number of spend goals accurately across all the 3 line items, and I'll which will also ensure my pacing. Uh

Uh, third party, uh, the function of a third party ad tag is to track the, uh, the metrics of, uh, you know, metrics. Uh, basically, uh, if you're uploading the third party ad tag, uh, we can we can track the performance of a creative, uh, on a third party platform. From a heavily in a situation. We we quite often, you know, use IS tags with all of our creative to monitor and block the, uh, non, malicious websites. So we do, you know, wrap the credit with IRS blocking or wrapping tags or monitoring tags. So with this, we we try to ensure the, uh, good quality of, uh, you know, we try to serve the ads on a good quality inventory. We track this performance over a week, uh, every week or biweekly to ensure, uh, we are serving on good quality. Because, uh, when we serve the ads on, uh, you know, on the publishers' website, we have to ensure that these ads scores on as the right website where the right relevant audience will be there. So that's how we insured it. So third party tags, uh, we we wrap it when we upload it in the creative.

Uh, tough programmatic campaign. Uh, so initially, when we started with this particular client, Batfitter, uh, we we started on OTD. And then, uh, we were struggling to, you know, meet the, uh, the, uh, the campaign daily budget. Um, campaign, uh, daily budgets, uh, because of the limited geographies we had. So this particular client wants to run the, uh, the, uh, the campaign, only on the, uh, a particular set of postal codes, not even in, uh, in the entire city or DMA. So we we we were facing a lot of difficulties initially. But then we, uh, and there was no scope in in order to increase the campaign or broaden the campaign, uh, in in terms of geography. So we were, like, very limited in terms of scope to optimize it in that area. So we we had to think down on a lot of different angles in order to come up with a solution. So first, we tried with going open auction rather going with PMP. But in open auction, we we have noticed that there was no conversions we were getting. So, uh, conversions are and the completion days, uh, completion date was not good in in in open auction. So we moved to, uh, private contract deals, uh, where we connected with, uh, uh, Magnite to, you know, get us some deals, which is quite relevant to the inventory what we were looking for. So we had, uh, we had a, you know, group of deal with from Magnite. So that worked for us, and that has also delivered in terms of, uh, page visits and in terms of completion rate. And after that, we also have, uh, you know, tried, uh, with with different tactic, like creating local like audience after a certain, uh, you know, days of time. We have created that, and then that that help us to deliver the

Viewability. Yeah. If if your if your if the viewability is low, uh, then, uh, we we can't be sure that the Ad was visit you know, viewed by the user. So, uh, in order to optimize the campaign better, we to have you know, consider the higher variability to make a proper optimization. Uh, to, Let's say the viewability is 40, and we are trying to optimize that campaign, then viewability is less. Then we cannot expect the, uh, desired results In order to optimize, uh, the campaign towards the the the goal, we should have some good viewability minimum of 60 or 70 In order to, you know, consider that particular action of a user, uh, you know, a correct answer, uh, action, then we can, uh, then we need to consider that viewability as a uh

Credential capping is like, uh, you know, a limit or or a control we have, uh, to serve the ad to a particular user, uh, n number of time. Uh, let's say if you're keeping the frequency gap as 2 hours per day, uh, then, uh, the the ad will not serve to that specific user or a specific device more than 2 times a day. And it is very important because we know we cannot, you know, show more more ads to a user because it will be, uh, you know, a bad user experience. If you're serving a limited number of time, uh, you know, 4 or 6 times in a day to a user, uh, you know, add to the user, the user may convert, and then we can record that as a uh, converted user. And if you're bombarding the in actual 2 d two user, user might not like it. So that's not a good experience to have. So, Uh, definitely, uh, frequency will play a role. So there there are 2 factors. 1 is, like, we should not give a bad user experience. That's 1. Uh, and we cannot show, uh, ads to only user, uh, what would we have name, which to whom which we have already served the ads. So we we Uh, should always look for new users where we can serve the ads and try to show him the ad. So that's how we can get a, you know, conversion as well. So keeping a cap, Uh, not not I mean, 4 ads per day. Uh, we are we are limiting the ads to serve only 4 times in a day to the specific user, and we are trying to look for new users after the 4th time or 5th time. So that's how we are trying to, you know, reach to the new user, unique user, and the the existing user with limited number of apps. So that's how the frequency will play a role in terms of uh, in getting that which are converted to the frequency or a potential

Okay. Uh, the techniques, what I use, um, uh, I I I will, you know, uh, enroll myself in in, uh, the the platforms like TDD, Google DB, Google, uh, Google Google. All lot lot of lot of updates every now and then. So I I, you know, uh, enroll myself, uh, with these activities. And I also go through with the article, which is available online to see what are the updates throughout the industry. So I will keep on updating. I will also, you know, go through with Google articles and, uh, TD the article which is available, which which they quite, you know, updated every time. And Google also have a platform where they, you know, uh, give all these kind of updated in a summarized way where they are, you know, coming up with any kind of update near near in future. So that that's how I keep myself updated.

Okay. So, uh, full funnel strategy. So I'll I'll give you example of my current client where I'm working, and, uh, this is where, Um, uh, you know, uh, I I can I can so, uh, we have divided the funnel, uh, into 3, uh, 3 funnels? Basically, we have, like, awareness, cancellation, conversion. So awareness, where we typically run, you know, YouTube ad or an OLV ads for awareness. So, uh, for OLV and YouTube, uh, I feel d v three sixty is the better platform we have, Uh, where we can get direct YouTube inventory as well as the OLB in the online video, uh, inventory. So and at at a better price and better recipient. So I will go with that. That is, uh, uh, that that's one approach I I will have, and then the consideration phase. And, also and if I have any OTT in in terms of awareness, I will go for TTD, uh, because TTD is a better platform where we will get lot of OTT publishers at a cheaper, uh, at a comparatively, Good quote CPM. So t t t d is a d v three sixty not a better platform for, uh, o t d kind of a, uh, campaign. So I will go for t t t in that situation. And then if I have a cancellation funnel, cancellation, I will keep it as a mix of both, uh, both in in terms of YouTube, where I can take go for a YouTube action campaigns, VSC, where I can go for, uh, and then then I will also club it with video action. Uh, and then, uh, I will also go for A display consideration campaign will will more focus on conversion, and I will also keep that conversion campaign display campaign with look like tactics, and I will also include that tactic with lot of other tactics as well, like keywords, contextuals, and then, Uh, you know, uh, 3rd party 1st party audiences, if we have any, uh, those kind of audience, they'll mix it. And in 3rd party, uh, the conversion funnel will keep it in d v 360. And if needed, I will keep it keep the same in, uh, in in TTD as well for OTT, uh, to see that that helped me, uh, grabbing the, uh, the audiences. Uh, that's how I'll collaborate. So in order to, you know, come up with so if I have any kind of, uh, uh, when it comes to DSP vendor collaboration, Usually, uh, any agency will be connected with all these vendors. Uh, sorry. DSP is together for any particular client. So we'll have these accounts created. So it will not be a problem. But, uh, when it comes to, uh, you know, set up this, It it's pretty simple. I mean, like, based on the the planning what we have done, we we can do it.