Work Experience
MEDIA.NET | Manager - Web Tech
Mumbai, IN | July 2016 – Present
PurePlay - Video Content and Ad Serving:
- Designed and Developed an ecosystem of services for video content curation using IAB and Sprig categories. Engineered storage and transcoding solutions for different bitrates and streaming formats.
- Integrated a customized Prebid solution for video ads to increase ad fill rates. Introduced a player solution with a host of features that increased user-engagement by 18%.
- Within 4 months, the product contributed to a 2% increase in monthly revenue of the company.
Graph-Engine:
- Engineered a finite automata system for efficient Ad and Content selection on SERP. Managed API dependencies and compliances using Directed Acyclic Graphs (DAGs) to align with business requirements and increasing ad fill rate by 14%.
- Achieved a 40% reduction in server response times and 9% boost in revenue.
Optimizing CTRs for Display and Search Traffic:
- Improved CTRs by 5% for Display and 17% for Search Traffic using color science and LLMs (LLama and Llava) to extract categories and associated emotions. Collaborated with UX experts and enhanced the look and feel of creatives and SERP pages by understanding user behaviour.
- Implemented session and user A/B testing.
Re-Architecture Ad-Serving:
- Led a team of developers in an architectural overhaul, replacing the traditional CDN caching layer with a scalable backend distributed system across data centers and cloud. Improved cache hit rates and enabled advanced control features like UI/UX and feature A/B testing. Reduced latency by approximately 200ms (35% of total response time).
- Boosted QPS per server by 40%, thereby reducing costs by 15% and boosted revenue by 3%.
IP to Geo lookup Database:
- Collaborated and launched a common multi-DC solution across teams by optimizing storage and lookups of IPv4 and IPv6 addresses using Quad Trees, Segment Trees, and sorted sets.
- Reduced lookup times by nearly 45% across all traffic.
Skills
- Languages: Go, JavaScript, NodeJS, PHP, HTML/CSS, SQL
- Technology: Git, Akamai, GCP, Redis, Aerospike, Kafka, Kubernetes, Docker, CI/CD, Linux
- Miscellaneous: Project Management, System Design, Collaboration, Communication
- Domains: Ad-Tech, Video Streaming, Distributed Systems, Chrome Extensions, LLM Applications
Side Projects
Debug+ (Internal Tool):
- Developed a Chrome extension for HTTP request analysis, enabling interception and modification of headers, URL, and payload for efficient client-side debugging.
- Featured a unique comparison tool providing differential analysis between two URLs, streamlining the debugging process and aiding in efficient problem resolution.
Tree-Leveled Cipher:
- Devised an algorithm for basic encryption and decryption based on the concept of binary trees and level-order traversal.
Education
Bachelor of Engineering | Computer Science
Fr. Conceicao Rodrigues College of Engineering, Mumbai, IN | Aug 2012 - Jun 2016