Find the waste. Reach real demand. Prove it.

Most DSP programs quietly serve ads on inventory that would not pass a manual review. I run a domain-level audit of where the impressions actually go, flag bad actors such as mobile game apps and content farms, then build blocklists and clean up the supply path so the program starts from a better foundation. Streaming has its own version of the problem, where long-tail FAST and app channels are sold at premium rates.

Overexposure is one of the most underdiagnosed problems in DSP. A frequency cap that looks fine can hide users seen 25+ times, wasting 30 to 40% of impressions. I use AMC to find each campaign's saturation point, then set weekly caps that hold exposure at the level where it still drives behavior. Streaming makes this harder, because a single household can absorb the same spot across STV, video, and display without any one campaign cap registering it.

I handle audience building and measurement in AMC, from new-to-brand and path-to-purchase analysis to frequency and overlap reads, so that decisions follow real downstream behavior rather than the attribution window. The newly free paid data sets, FSI and Amazon Retail Purchases, add retail signals and five-year lookbacks that surface insight at the CMO level rather than just campaign metrics.