Shaping the Future of Digital Advertising by Rajas Kshirsagar

San Francisco-based product manager Rajas Kshirsagar has been making waves in the advertising technology space with his expertise in programmatic advertising and digital transformation. With a strong academic background and years of experience in the field, Rajas has successfully developed groundbreaking solutions to streamline advertising processes. In an exclusive conversation, he shares insights into his journey, achievements, and vision for the future of ad tech.

Can you tell us about your journey into the world of advertising technology?

I have always been fascinated by the intersection of technology and business strategy. My background in electronics and telecommunication, combined with my Master’s in Management of Technology from NYU, gave me a strong foundation to navigate the digital advertising space. The dynamic nature of ad tech, with its constant evolution and technological challenges, allowed me to leverage my skills in both technical and managerial aspects.

What is your approach to managing product lifecycles in ad tech?

A data-driven approach is at the core of my product management philosophy. I work closely with analytics and business intelligence teams, utilizing tools like PowerBI, SQL, R, and Python for comprehensive data analysis. Collaboration is key—I coordinate with technical project managers for development oversight and align with product marketing and program management teams for market research and go-to-market (GTM) strategies. This structured workflow ensures efficiency and seamless execution.

Can you highlight a major achievement in your career?

One of my most significant contributions was transforming a display advertising system with a programmatic approach. We developed a first-party programmatic ad server and a self-service tool for Walmart.com, allowing sellers to create and manage ad campaigns more efficiently. This initiative reduced campaign setup time from over 500 hours to just 72 hours while enhancing targeting capabilities and pricing efficiency. The project not only benefited advertisers but also helped consumers access more affordable products.

How do you measure success in your projects?

While revenue growth and operational efficiency are key indicators, I also consider engagement metrics, platform stability, and advertiser satisfaction scores. By leveraging real-time analytics, I ensure continuous performance tracking and optimization. This data-driven approach helps us make informed decisions and refine strategies for better results.

How do you foster innovation in the ad tech space?

I believe in staying ahead of industry trends through regular technology audits, competitive analysis, and an active innovation pipeline. My teams and I explore emerging technologies, from real-time bidding systems to AI-driven campaign optimization. This proactive approach ensures that we continue to deliver cutting-edge solutions that enhance efficiency and performance.

What are the biggest challenges in ad tech, and how do you tackle them?

Technical challenges in ad tech often stem from evolving consumer behavior, privacy regulations, and market competition. My approach involves structured problem-solving—starting with data analysis and stakeholder collaboration, followed by prototype development, testing, and iterative refinement. By breaking down complex challenges into manageable solutions, we ensure seamless product transitions and enhanced business outcomes.

How do you see the future of ad tech evolving?

The integration of AI in programmatic bidding, privacy-compliant targeting, and advanced attribution modeling will shape the future of ad tech. AI-powered automation in campaign creation and optimization will drive efficiency, allowing businesses to allocate budgets more effectively. I am currently working on AI-driven solutions to streamline campaign processes and maximize performance, ensuring advertisers get the best return on investment.

What role does stakeholder management play in your strategy?

Stakeholder engagement is crucial for successful product development. I maintain transparency through weekly reports, monthly dashboards, and quarterly strategy meetings. Regular feedback sessions ensure that our product development aligns with business goals while addressing market needs. This structured communication fosters collaboration and secures buy-in for innovative solutions.

How do you stay updated with industry trends and developments?

Continuous learning is essential in the fast-paced ad tech industry. I actively participate in technology conferences, contribute to industry discussions, and pursue advanced technical certifications. Mentoring young professionals and sharing insights through industry publications also help me stay engaged with the evolving landscape.

What advice would you give to aspiring product managers in ad tech?

Stay curious, embrace data-driven decision-making, and develop a strong understanding of both technical and business aspects. The ad tech industry is constantly evolving, so adaptability and continuous learning are key to staying ahead. Focus on innovation, collaborate effectively, and always align product development with market needs.

With a proven track record of driving innovation and efficiency in advertising technology, Rajas Kshirsagar continues to shape the future of digital advertising with his expertise and forward-thinking approach. His work stands as a testament to how technology and strategic thinking can transform the advertising landscape.