What was my role?
As a Solutions Architect, I oversee, design and implement integrated adtech solutions for our business stakeholders from all areas of The Trade desk ecosystem. I design and build software solutions for TTD’s largest clients across a broad spectrum of custom data science services. My clients include Target, McDonald's Germany, Bayer Pharmaceuticals, Omnicom Group UK, and Dixons Retail.
Deliverables
1. McDonald's Custom Impression Value
Client: Omnicom Media Group Germany / McDonald's
Role: Project Owner
Custom Video KPI Development
* Designed a Custom Video KPI combining multiple video events.
* Incorporated completion quartiles and video viewability metrics.
* Utilized client's REDS data, including Moat Attention metrics.
Optimization Strategy
* Implemented volume control on multiple dimensions.
* Optimized towards a custom KPI modeling awareness & interaction.
A/B Testing
* Conducted A/B test campaign.
* Achieved 2x higher Custom Feature Score in the test ad group vs. control ad group in Open Market.
Case Study & Application
* Created a branded case study with TheTradeDesk.
* Applied the solution to further McDonald's campaigns in December 2020.
* Generated interest in other OMG markets in Europe.
2. Bayer Supply Path Optimization
Client: Bayer Healthcare Pharmaceuticals LLC
Role: Project Owner
SPO Solution Development
* Developed a Supply Path Optimization (SPO) solution.
* Conducted a 3-way test comparing TTD SPO solution, Jounce, and Control campaigns.
Performance Improvement
* Achieved a 12.3% reduction in cost per viewable impression for display campaigns.
* Improved vCPM performance by 12% for video campaigns.
Global Application
* Applied models to all global live video campaigns under Bayer partner account since July 29, 2019.
Automation & API Integration
* Automated spending on better-performing supply partners.
* Updated SPO model bid list via the TTD Enterprise API.
3. Dixons Retail Custom Bidding Algorithm
Client: Dixons Retail Group UK
Role: Project Owner
Optimization Layer Development
* Activated an optimization layer on the TTD Platform incorporating a custom KPI.
* Operationalized the ML model generating Volume Control priorities.j
CI/CD Pipeline Implementation
* Developed a CI/CD pipeline for automatic execution in production.
* Scheduled or triggered execution of the pipeline.
* Pushed the trained model to the model registry.
Keywords: AWS, Solution Architect, Databricks, Spark, Adtech
