COVER LETTER

I have 11 years of diverse work experience out of which 8 years has been in start ups.
Having an entrepreneurial mindset I have built start ups from scratch in different sectors. I
have mentored and managed fairly big and high performing teams. My teams have offered
world class services to leading commerce companies of India like Snapdeal, Myntra,
Jabong, Shopclues, Taj Hotels etc. I have industry wide network and managed to build CXO
level relationships having directly worked with founders of companies like Ola, OYO,
Shopclues etc. I'm self-motivated, result oriented and have motivated teams to deliver
exceptional results.

My ability to withstand pressure, work in ambiguity and deliver customer centric solutions
with optimum utilization of resources could help in meeting the requirements of this role. My
overall experience and education from premier institutes of India makes me pretty confident
of taking up challenging work assignments.

Regards,

Mukesh Meena

Based out of Delhi , 11 yrs of wrk exp, 8 yrs start up exp, worked i in account management and sales
and marketing leadership roles, built starts ups from scratch,

Good fit for this roles – network in ecommerce sector in a past role

iCubes – Dig Mark agency , Account Management Services for 200 Leading ecomm companies ,
responsible for P and L.

Currently Co founder in Inboxbanner – ad tech product running programmatic banners ads in

newsletters of publishers likes gajran media , freshersworld , readers digest etc. Monitize impression
on banners ads

VDO.AI

Our proprietary video technology platform provides video player, video streaming,
video content and video advertising in an end to end offering to some of the largest
publishers on the internet.

Our goal is to integrate the best advertisers with best publishers to enable a high value
video advertising ecosystem to thrive.
ad spending in the video advertising segment is projected to reach $37
million in 2021, showing an annual growth rate of 5.05% (2021-2025) and
making it a massively growing segment in programmatic as more and more
TV dollars are sent this way.

Publishers who already have video content on their websites can run ads
along with their existing content. This is called “Instream video ads.”
Currently the most reliable and frequently used system for placing video
ads within a relevant video context, instream ads allow advertisers to get
into the thick of consumer video content. However, they can also be
somewhat limiting, especially if an advertiser’s audience isn’t active on the
channels they are advertising on.

Publishers without video content can place video ads the same way they
would an image or text ad, which is called “Outstream video ads.”
Outstream is a somewhat new addition to the world of video, but it has a
tremendous advantage since it can deliver video ads anywhere and
everywhere.

The best video ad networks also offer publishers the technology required to
run, report, and optimize video ad campaigns. 
RPM. Revenue Per Mille (RPM) is a metric that represents how much money you've earned per
1,000 video views. RPM is based on multiple ...

RPM is a metric that is used to calculate the total amount of ad revenue a publisher
is pacing to earn per 1,000 ad impressions.

CPM, however, is the amount of money an advertiser will pay for those 1,000
impressions.

 CPM = (the cost of the campaign / the total number of impressions) * 1,000
Let’s use the calculator in an example. If you have a budget of $10,000 and you want
to launch a CPM advertising campaign, here is the formula. With a budget of
$10,000, if your ad receives 10,000,000 impressions, your CPM is $1.00.

ouTube actually refers to RPM as eCPM which stands for effective CPM.

Let’s say you receive a YouTube earnings report that has an eCPM of $3.50 for a
certain time period. This means that you have earned $3.50 per thousand views.

How can I increase my RPM?

In order to improve your RPM you should improve your total revenue. Here are some steps to
maximize RPM: 

 enable monetization on all videos

 enable all ad formats
 enable ads at eligible positions (e.g. midrolls)
 enable AltMon features (e.g. memberships, superchat, etc) to diversify your revenue
streams.

Keep in mind that each feature has its own requirements and guidelines. 

Views, ad impressions, & estimated monetized

playbacks
 Views: The number of times your video was watched.
 Ad impressions: The number of times individual ads were viewed on your videos.
 Estimated monetized playbacks: The number of times your video was watched with ads.

If your video is viewed 10 times, and 8 of those views contained ads, you would have 10 views
and 8 estimated monetized playbacks. If one of those estimated monetized playbacks actually
had 2 ads, you would have 9 ad impressions.
 Viewdeos
Viewdeos is another video ad platform that concentrates on native video
advertising. It’s best known for monetizing short-form videos to increase
saleable inventory and grow revenues.

The company emphasizes user experience and offers several video ad

formats. The platform uses unique testing tools to quality text videos to
ensure the best user experience is delivered to the end-user.

The algorithm is quite reliable. It carefully monitors the best performing ad

to ensure relevancy.

On the negative side, SelectMedia doesn’t offer very high CPMs for video

ads since the auction occurs on open exchanges. Plus, unlike some other
options out there, this one doesn’t let users make use of first-party data

Chocolate Platform
This company mainly serves mobile developers and publishers and can be
a good pick if you target mobile users.
We must, however, mention that it doesn’t focus much on mobile sites as
90% of the demand bids are on mobile apps and only 10% are on mobile
web.

Native videos are non-intrusive, so they don’t annoy the audience as other
ads do.
Native video ads aim to match the look, feel, and function of the web page
on which they appear,

ROAS (return on ad spend)

One distinctive quality of native video ads is that they are not designed for
the hard sell. Instead, the aim is to drive engagement through compelling
storytelling. 
Amazon’s ad wasn’t successful just because it told a story; the story
connected with people on a deeper level by resonating with their real-life
experiences. 
Targeting is refined
Available video ad formats include:

 Skippable in-stream ads

 Non-skippable in-stream ads
 Video discovery ads
 Bumper ads
 Outstream ads
 Masthead ads

Skippable in-stream ads 

How does the ad format work?

Skippable in-stream ads play before, during, or after other videos. After 5 seconds, the viewer
has an option to skip the ad.

How will I be charged?

With CPV bidding, you pay when a viewer watches 30 seconds of your video (or the full duration
of the video if it's shorter than 30 seconds) or interacts with your video, whichever comes first.

Non Skippable In Stream Ads

Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other
videos. Viewers don't have the option to skip the ad.

Which campaign goal(s) do I need to select to use this ad format?

 Brand awareness and reach

Video discovery ads

When should I use this ad format?

Use video discovery ads to promote video content in places of discovery, including next to
related YouTube videos, as part of a YouTube search result, or on the YouTube mobile
homepage.

video discovery ads always invite people to click to watch the video. The video
then plays on the YouTube watch page or channel homepage. 

Where does the ad format appear?

Video discovery ads appear:

 On YouTube search results

 Alongside related YouTube videos
  On the YouTube mobile homepage

Bumper ads
When should I use this ad format?

Use bumper ads when you want to reach viewers broadly with a short, memorable message.

How does the ad format work?

Bumper ads are 6 seconds (or shorter) and play before, during, or after another video. Viewers
don't have the option to skip the ad

Outstream ads
When should I use this ad format?

Use outstream ads when you want to expand the reach of your video ads on mobile, helping you
reach more customers.

Where does the ad format appear?

Outstream ads are mobile-only ads and only appear on websites and apps running on Google
video partners. Outstream ads aren't available on YouTube.

or mobile web placements, outstream ads appear in banners. In mobile apps, outstream ads
appear in banners, interstitials, in-feed, native, as well as in both portrait and fullscreen modes.

How will I be charged?

You’re charged for outstream ads based on viewable cost-per-thousand-impressions (vCPM), so

you’ll only be charged when someone sees your video play for two seconds or more.

Masthead ads
When should I use this ad format?

Use this format when you want to drive awareness for a new product or service or reach a
massive audience in a short period of time (for example, a sales event).

Masthead ads are only available on a reservation basis through a Google sales representative.

How will I be charged?

Because Masthead ads are only available on a reservation basis, you’re charged on a fixed cost-
per-day (CPD) or cost-per-thousand-impressions (CPM) basis. You can work with the Google
advertising team to get a rate estimate and campaign impression goals.
Display Ads – CPM Rates

Based on the traffic on your website, audience geography, and CTR, the CPM can range
between $0.30 to $2.

YouTube display ad CPMs hover around $0.15 to $0.50. Display ad CPMs can, in fact, go

lower or higher than the range mentioned here since they vary based on a lot of factors.

How much do video ads pay?

We do it to get paid! But as most publishers know, all ads are not created equal. Ads
pay very different amounts, from only a few cents to over twenty dollars each. The
average display ad sells for around $0.19 CPM while a good pre-roll video campaign
will sell for as much as $25.00 CPM.

How much do app ads pay?

The amount of money each app makes per ad depends on your earning strategy.
For example, in advertising, the general revenue per impression from banners is
the lowest, $0.10; interstitial ad is moderate, $1-3; video ad is the highest, $5-10

Pre Roll Ads – Video ko dekhne se pehle wala ad

Post roll ads – video ke end hone ke baad wala ad
Mid Roll Ads – during video
A video overlay is an image or animation that you can add to your videos which will appear
on the bottom of the video screen over the video. These images can be used as titles within
your videos or even as a clickable call to action.

Buy Programmatically

SPO – Supply Path Optimisation

Best path to desired impression
VCR, or Video Completion Rate, is a measurement of the rate at which your
digital video impressions play to 100%. ... High VCRs result in more time spent with your
message and a lower cost-per-view, while low VCRs indicate room for improvement.

VCR is the Video Completion Rate and is another way of writing 100% VTR. It is the
percentage of impressions that resulted in a 100% completed view.

Definition. Ad Network: An ad network is an aggregator that collects ad inventory from

publishers and sells it to advertisers. ... Ad Exchange: An ad exchange is a digital
marketplace where advertisers and publishers purchase and sell ad inventory directly. Ad
exchanges don't involve an intermediary.

Client-Side Auction Vs Server-Side Auction: Which

Is More Suited For Video Advertising?
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 Looking ahead to the future of programmatic advertising, server-side auctions hold
the potential to disrupt how programmatic video advertising is traded today. In this
article, we take a detailed look into both client-side and server-side auction
mechanisms and observe how server-side auction offers more value to
programmatic buyers when it comes to video advertising.

Client-Side Auction

In a client-side header bidding entire auction is conducted on user’s browser, thus it

is also known as browser-side header bidding. It involves a header bidding wrapper
(Javascript) that consists of multiple tags of different demand partners. Every time
page loads, the ad request is sent by the user’s browser in real-time to multiple
demand partners. DSP’s then send bids and the highest bidder wins the auction.

 Latency: Conducting auctions on user’s browser significantly increases page

load time and hence the latency. With every new demand partner tag added to
header bidding wrapper, the page load time increases by few milliseconds

 Not Suitable for Video Ads: Video files take more time to load on web
pages. With so many bid requests happening simultaneously on the user’s browser,
it may cause serious damage to the user experience when used with client-side.

 Complicated: Implementing client-side header bidding wrapper involves

adding multiple scripts in the page header. With so many different demand partner
adapters, the implementation is complex and raises compatibility issues in a few
browsers
 Duplication of Bids: If a publisher has multiple header wrappers, a single
exchange is integrated multiple times – once per wrapper. This leads to a single
exchange issuing multiple bid requests for the same impression

 Not Scalable: Browsers have a limit on the number of requests they can

send at one time. Since in client-side bidding, requests are sent from a browser only
a limited number of demand partners can participate

Server-side Auction

In a server-side header bidding entire auction takes place in a server instead of the
user’s browser. It involves sending just one bid request every time the page loads to
the ad server which then sends bid requests to all demand partners. Winning bid is
returned to publisher’s ad server and subsequently, the ad is displayed.

 No Latency: Since all auctions are conducted in a server, the user’s browser

is unaffected which reduces the page load time considerably and improves overall
latency.

 Suited for Heavy Ad formats like Video: Video bidding is managed over a

server and has no impact on web page load time. Additionally, all major OTT
advertising is done server-to-server since there is no open-ended webpage
ecosystem.
 Scalable: Unlike browsers, there are no limits on the number of ad requests
sent by the ad server. Publishers can add any number of demand partner as they
wish and buyers get more inventory to bid on.

 Best SPO: Server-side auction involves minimum hassle and steps for buyers
to reach their desired audience. Since all auctions are happening on the server,
latency is controlled, there are no complex wrappers to navigate.

 Future of Programmatic: A majority of leading publishers are allocating a

chunk of video inventory to server-side header bidding considering the latency &
scalability benefits.

CPM Rates

 if advertisers are charged on a cost-per-click (CPC) or cost-per-action (CPA)

basis, revenue is not derived from impressions, so eCPM has to be calculated
using click-through-rate and/or conversion-rate.

The display ad CPM reaches its highest potential on a header bidding auction
environment where an impression is sold to the highest bidder. For general
purpose sites like news, entertainment, etc., display CPM is around USD 0.10 to
USD 0.20. It can be more for niche sites and video ad formats.
ADX CPM Rates in India
After ADX started the first-price auction, publishers witnessed some up-downs
in their ad revenue. The ad exchange CPM rates range around $0.10 to $1 for
Indian traffic depending upon the website niche. However, the top-performing
ad units are 970×250 and 300×600. Here is a screenshot of ADX CPM from
two of my websites. The higher CPM rates you are seeing are from a tech
website while the low CPMs are from an education website.

Video Ads CPM Rates in India

Establishing an average CPM for video ads is challenging for a few reasons.
First, YouTube partners aren’t allowed to share what they make from the
program publicly – so YouTube CPMs are difficult to judge. This is specified in
the terms and conditions (as it is with Google’s AdSense program as well).
Second, as explained in more detail below, there can be a big difference in the
amount advertisers pay for an ad and the amount a content creator receives
for each view of their video. Yet the average CPM rates vary from USD 1 to
USD 3.