Summary
Overview
Work History
Education
Skills
Address
Languages
Timeline
Generic

Dhruvadeep Roy

New Malden,ENG

Summary

Accomplished digital media and OTT specialist with senior level experience and expertise in building high performing scalable revenue operations. Excellent communicator with a passionate attitude towards success. Strong negotiation skills, excellent problem-solving abilities and a keen eye on revenue opportunities. Years of experience in providing global organisations with strong expertise in identifying monetization/advertising opportunities and providing tactical business solutions.

Overview

18
18
years of professional experience

Work History

Sr Director Ad Tech Programmatic and Ad Ops

Paramount Inc (Pluto and My5)
01.2021 - Current
  • Leading up the CTV FAST monetisation and programmatic strategy in the UK reporting to the VP of Growth
  • Developing a multi-partner audience led CTV strategy across Pluto UK and BVOD My5
  • Responsible for overall UK CTV budgets across streaming and full strategy to deliver an AdTech/Revenue strategy across all AVOD and streaming services
  • Evangelised the “full programmatic” approach through the introduction of attribution, measurement and overall value across FAST streaming
  • Developing and growing the tech offering to make Paramount’s biddable sale proposition via RTB
  • Developed a multi-channel approach across Direct via Sales houses and remnant via managed programmatic
  • Currently working on integrating EYEQ from Paramount to enable ad sales across all our UK and EU properties via audience
  • Optimised our Freewheel and SpringServe Tech to enable demand maximisation and ECPM uplift
  • Main point of contact and troubleshooting for our distribution partners in the UK (Samsung TV Plus, LG Channels)

Head of Adtech Revenue

Zee 5
London
01.2020 - 01.2021
  • Led a team of 4 programmatic managers in Across the Globe
  • Spearheaded the development of Adtech solutions for the OTT player and news portfolio, enabling DAI ad insertion and implementing programmatic architecture
  • Validated and integrated measurement platforms, introduced a Self Service platform for global inventory access, and implemented OTT-specific formats
  • Launched the Ampli5 project for marketers, reducing digital marketing spend through a data-first acquisition approach
  • Pioneered a 360-channel marketing strategy, focusing on a multi-channel, multi-platform approach to increase SVOD users.

Head of Advertising Platform and Ad Operations

DAZN
London
01.2018 - 01.2020
  • Introduced Dynamic Advertising Insertion (DAI) for live sports and VOD on the OTT platform
  • Implemented adserving (Google), viewability (Moat), and DMP (Bluekai) for display, video, and app content
  • Led a global team to enhance digital platform adoption and boost regional revenue performance
  • Restructured mobile and desktop strategy, achieving a fourfold revenue increase in six months with exchange mediation (EBDA and TAM)
  • Integrated GAM adserver for linear and DAI adserving across diverse sports content
  • Enabled advertising across streaming technologies (HLS, DASH, Multi DASH, Smooth), introducing programmatic ad insertion through M2A with the splicer method.

Director of Programmatic

SoundCloud
London
01.2016 - 01.2018
  • Led a London team of 4 programmatic managers, introducing successful programmatic digital audio and video advertising for a music streaming service, surpassing direct sales revenue in 4 months
  • Executed 4 key projects, including Rubicon programmatic platform, Krux Data level targeting DMP, enhanced reporting via Tableau, and established DSP relationships (TradeDesk, Appnexus)
  • Formulated strategic programmatic partnerships with Audio.Ad, Adswizz, and Global Radio, securing guaranteed spends, and pioneered Header Bidding through Rubicon on a fully Audio-based platform, contributing to 80% of overall ad revenue.

Head of Ad Operations and Revenue

Microsoft
London
01.2015 - 01.2016
  • Lead the monetization strategy of the MixRadio music streaming platform for Microsoft
  • Enhanced revenues by integrating digital ad platforms (DFP, Adx, Triton, Pandora)
  • Executed a global sales and operations strategy to monetize the music streaming service with minimal overhead
  • Managed the whole revenue pot from 108 countries through London via the Adx and Yield Group platform.

iAd and iTunes Ad Ops Manager

Apple
London
01.2011 - 01.2015
  • Introduced Mobile In-app advertising across all iOS platforms
  • Lead the European operations for monetization and development of the iAd business
  • Managed advertising campaigns and delivered a portfolio of 30M a month across the globe.

Ad Operations Manager

BBC
London
01.2008 - 01.2011

Advertising Executive

Adlink
London
01.2006 - 01.2008

Education

Bachelor of Business Administration - Business Administration

University of Bedfordshire - Luton
01.2005

Skills

  • Programmatic Advertising
  • Supply Side Platforms
  • CTV Sales Strategy
  • FAST
  • CTV Revenue Growth
  • Demand Side Platforms
  • Digital Marketing
  • Adserving (DFP, Freewheel)
  • Programmatic Open Market Strategy
  • RTB
  • Mobile Monetisation
  • DMP
  • OTT and Streaming Monetisation
  • Audience Strategy
  • Proficient problem solver
  • Digital Advertising Eco System Solutions
  • Measurement MOAT, IAS, Conviva
  • CTV Programmatic Monetisation
  • DAI Monetisation
  • Brand Metrics / Kantar CTV measurement
  • Audience Based Sales Strategy

Address

  • 97 Adela Avenue, New Malden, KT3 6LG, UK
  • 13 Butts Road, Wellingborough, Northamptonshire, NN82PT

Languages

English
First Language
German
Elementary (A2)
A2
Hindi
Advanced (C1)
C1

Timeline

Sr Director Ad Tech Programmatic and Ad Ops

Paramount Inc (Pluto and My5)
01.2021 - Current

Head of Adtech Revenue

Zee 5
01.2020 - 01.2021

Head of Advertising Platform and Ad Operations

DAZN
01.2018 - 01.2020

Director of Programmatic

SoundCloud
01.2016 - 01.2018

Head of Ad Operations and Revenue

Microsoft
01.2015 - 01.2016

iAd and iTunes Ad Ops Manager

Apple
01.2011 - 01.2015

Ad Operations Manager

BBC
01.2008 - 01.2011

Advertising Executive

Adlink
01.2006 - 01.2008

Bachelor of Business Administration - Business Administration

University of Bedfordshire - Luton

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Dhruvadeep Roy