Srilatha Rasa

Results-driven digital marketing professional with over 10+ years of combined experience, including 6+ years specializing in DV360 programmatic advertising and managing Google Ads. Has Hands-on expertise in DV360 campaign creation, execution, and optimization to drive targeted ROI and audience engagement.

Programmatic Campaign Analyst - Nayagara Technologies Ltd - Bangalore

(2024-07)

• Created and executed DV360 campaign structures including campaign, Insertion Order and Line-Item setup aligned with defined targeting and bidding strategies.
• Managed and optimized end-to-end programmatic advertising campaigns using Google Display & Video 360 (DV360) focusing mainly on display and video formats.
• Launched campaigns on various inventories like Display, Video, You Tube.
• Set up, monitor, and optimize programmatic ad campaigns
• Adjust bids, budgets, and audience targeting
• Use TTDʼs platform data & analytics to maximize ROI
• Enables programmatic buying of digital advertisements
• Provides a demand-side platform (DSP) for advertisers
• Supports advertising across multiple channels (display, video, mobile, audio, CTV)
• Troubleshoot delivery issues like inventory, pacing, bidding.
• Assisted in setting up Display, Video, Connected TV (CTV), and YouTube campaigns using Google Display & Video 360.
• Configured line items, insertion orders, partner & advertiser settings as per media plan.
• Activated premium CTV inventory and OTT platforms through DV360 exchanges and deals
• Manage Programmatic Guaranteed (PG), Preferred Deals, and PMP deals for CTV
• Monitor completion rates (VTR), view ability, and reach metrics specifically for CTV.
• Analyzed & monitored campaign performance using KPI's such as CPM, CTR, CPA and ROAS; implemented data-driven optimizations to enhance results and meet client objectives.
• Applied advanced audience targeting using demographic, geo-location, browser environments, time-of-day, and custom audience segments.
• Optimized campaigns in real-time by adjusting bids, creative, targeting, frequency capping and pacing.
• Utilized first-party, third-party and Google audience segments for precise targeting.
• Ensured brand safety and platform compliance by enforcing strict view ability standards, fraud protection, restrict fake clicks and exclusion list.
• Collaborated closely with creative teams to develop and rotate engaging ad creative.
• Monitored daily pacing, spend and performances using dashboards and reporting tools, flagging issue proactively with clear recommendations to internal stakeholders.
• Worked closely with clients, agencies, creative teams and third-party vendors.
• Analyzed campaign performance and deliver post-campaign reports with actionable insights.
• Actively Participated in ongoing training and industry webinars to stay updated on DV360 enhancements and programmatic trend.

Webhelp India Pvt Ltd - Hyderabad

(2020-03 - 2024-06)

• Managed end-to-end programmatic advertising campaigns using Google Display & Video 360 (DV360).
• Created Advertisers, Campaigns, Insertion Orders (IOs), Line Items, and Creatives.
• Configured campaign objectives for Brand Awareness, Traffic, Lead Generation, and Conversions.
• Built first-party, third-party, custom intent, affinity, and in-market audience segments.
• Implemented contextual, keyword, demographic, geographic, and device targeting.
• Monitored campaign pacing and budget allocation.
• Managed YouTube Video Action Campaigns and Display campaigns

Wipro Technologies - Hyderabad

(2017-11 - 2020-01)

Responsibilities are focused in handling the various operations of online advertising in Google. It is more like client servicing for the online medium rather than the traditional media used for advertising.

• Works With Advertising On Google And Also Who Would Like To Initiate Online Advertising Campaign For Their Products Or Services
• Subject Matter Expert Mentoring and training up junior and new associates.
• Reviewing the ads in multiple formats and obtaining TAT on time to time
• Completing the work schedule as soon as possible
• Achieving 100% quality and production
• Decision of the ad is given appropriate and safe binding up to the policy

AEGIS Pvt Ltd - Begumpet, Hyderabad

(2015-01 - 2017-09)

• Looking after customer service dealing with customer looking for their queries
• Responsible for sending reports of customer queries
• Interacting with Team leaders.
• Answering the inbound and outbound Calls.
• In backend process we deactivate the services and sim blockings.
• Sending the Daily and Monthly Reports to the Clients through mail.

B.Tech - ECE - SR Engineering college