Your Pal in Ad Tech – Muhilan Palaniappan

Your Pal in Ad Tech – Muhilan PalaniappanYour Pal in Ad Tech – Muhilan PalaniappanYour Pal in Ad Tech – Muhilan Palaniappan

Your Pal in Ad Tech – Muhilan Palaniappan

Your Pal in Ad Tech – Muhilan PalaniappanYour Pal in Ad Tech – Muhilan PalaniappanYour Pal in Ad Tech – Muhilan Palaniappan

Ad Tech Consultancy for Your Business

Ad Tech Consultancy for Your BusinessAd Tech Consultancy for Your BusinessAd Tech Consultancy for Your Business

Unlock growth with my programmatic media buying services.

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+4917634663145

About Me

Data Driven Advertising

Seasoned programmatic advertising leader with over 13 years of success in marketing and product commercialization roles. I offer an all-round buy-side perspective, having navigated the media buying spectrum—from hands-on experience as an advertiser and agency trading desklead to shaping product strategy and driving innovation as an ad tech vendor. Adept at collaborating with cross-functional teams, supporting business pitches with actionable, data-driven insights, and building collaborative partnerships that deliver measurable impact and growth.

My Services

Programmatic Media Buying and Analytics

Ad Tech Product Commercialization Strategy and Marketing

Ad Tech Product Commercialization Strategy and Marketing

Ad Tech Product Commercialization Strategy and Marketing

Ad Tech Product Commercialization Strategy and Marketing

Ad Tech Product Commercialization Strategy and Marketing

Paid Social Media Buying

Ad Tech Product Commercialization Strategy and Marketing

Paid Social Media Buying

Companies I’ve Collaborated With

Portfolio - Professional Highlights

Pioneering Video Advertising for Growth at trivago

Established video advertising channel as a direct response and customer acquisition  medium globally, achieving growth rates of more than 300% in India, 100% in the UAE, and 50% in Poland. Drove the cookie sync and data transfer projects with Google that enabled the evaluation of post-view direct response and branded user retention of video campaigns.

Driving Programmatic Success for Global Brands at MediaCom

Spearheaded the programmatic display and video advertising operations of brands across Automobile (Stellantis), FMCG (Coca-Cola, P&G), Insurance(Allianz), Consumer Electronics (Nikon) and Retail (IKEA) sectors. Directed a team of traders in strategic execution of programmatic campaigns, resulting in efficient budget utilization and meeting targets

Driving Go-to-Market Success at Adform

Drove global growth of the DSP and Ad Server through strategic go-to-market initiatives for key features such as Recommendations, Automated Budget Allocation, Spreadsheet Manager, Maximize Video Ad Impact algorithm, and Deals Troubleshooting. Conducted comprehensive market and competitor analysis to identify trends and opportunities, preparing business cases for roadmap prioritization. 

Portfolio - Freelance Work

Elevating Sportradar DSP's Video Offering: Gap Analysis, Strategic Planning, and Sales Enablement

Delivered a detailed report assessing the current state of Sportradar’s programmatic video offering, identifying key gaps and growth opportunities. Developed a comprehensive strategy document outlining a clear scaling plan, with actionable recommendations for tools and strategic partnerships. Conducted training sessions and created supporting materials for the sales team on branding and video advertising, highlighting the unique value propositions of programmatic video with Sportradar DSP.

Guidepoint Advisor: Ad Tech Industry Insights

Shared expert insights for paid consultations on the current ad tech landscape and upcoming trends, key ad tech players, modes of working with agencies, alternative ID solutions, and the audience and ad verification tools most used by agencies 

INBa 2025: Driving Ticket Sales & Fundraising with Meta Ads

Executed Meta paid media campaigns for Indira School of Performing Arts to successfully drive fundraising and ticket sales for INBa 2025, a dance festival in Basel 

Affiliate Marketing in ClickBank

Executed paid advertising campaigns on Meta as an affiliate marketer, promoting health and wellness products for ClickBank sellers 

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