9choice: Smart Gen-AI Image Challenges

The Challenge

In the fast-paced ad-tech industry, our platform faced a critical challenge: high latency and suboptimal win-rates. The existing bidding system was not efficient enough to compete with major players, limiting our ability to scale and monetize.

My Role & Key Responsibilities

• As Product Director, I was responsible for defining a 3-year strategic roadmap for the ad-tech platform, focusing on long-term growth and new monetization opportunities.
• I successfully secured a €1.2M seed extension by presenting a clear and data-backed vision to investors.
• I built and led a multidisciplinary product organization, introducing an OKRs (Objectives and Key Results) framework to improve accountability and on-time project delivery, raising it from 67% to 93%.

The Solution

We developed and launched a new server-side bidding stack (OpenRTB 2.6), a key technical solution to address latency issues. This new system allowed us to process auctions more efficiently.

Simultaneously, we deployed a Gen-AI creative optimizer that leveraged AI to analyze and improve ad creatives, ensuring they were more effective and engaging for users across three key verticals.

Results & Impact

• Latency Reduction: The new bidding stack achieved a latency of <120 ms, a 25% reduction. This improvement made our platform more competitive in the programmatic advertising ecosystem.
• Increased Win-Rate: Our win-rate for ad auctions increased by 18%, directly boosting revenue.
• Enhanced Ad Performance: The Gen-AI creative optimizer lifted the ad Click-Through Rate (CTR) by 32%, demonstrating a significant improvement in ad engagement.
• Tier-1 Partnerships: As a result of these improvements, we secured 2 tier-1 publisher deals, adding over 50M monthly impressions to our platform.