Background:

Ericsson had successfully entered the advertising market selling mobile carrier-based packaged with inventory with the creation of a PMP-focused white-label exchange. With the acquisition of Placecast - a mobile DSP with specialization in location targeting and an AI-powered API to rate and act on RTB inventory - Emodo now had sufficient operational and engineering resources to bring its PMP delivery in-house. As Director of Product Management, Jay oversaw the creation of the Deal Management tool utilizing this API to connect to partner exchanges, providing deals with mobile carrier-based audiences and supply filtered by rating. The success of Emodo Deal Manager led to PMPs representing 30% of company revenue and the acquisition of the Axonix exchange.

Jay’s Role:

• Develop the Deal Manager process from MVP through launch and iteration, including product requirements, wireframes, mockups, roadmaps, testing and troubleshooting

• Iterate Emodo’s bid request rating API to allow passing of PMP deals and ratings to partner exchanges

• Own relationship with partner exchanges for integration

• Collaborate with Emodo’s DSP product team to integrate features across platforms

• Create a wiki repository of feature and operational documentation

• Train operations and sales teams and create sales and marketing materials

Results:

• Emodo PMPs became 30% of company revenue with over 50% margins

• Success led to acquisition of partner exchange Axonix, bringing on an eight-figure open auction revenue source and leading to direct publisher relationships