Summary
Overview
Work History
Education
Skills
Timeline
Generic

Edward Lee

Malverne,NY

Summary

Ad Operations and Ad Technology Leader with over a decade of experience in digital advertising, including roles as Ad Tech Manager, Ad Operations Manager, and Platform Specialist. Expertise in diagnosing and resolving complex ad-related challenges, managing programmatic stacks, and driving performance optimization. Skilled at leveraging a wide range of Ad Tech tools and platforms to develop innovative solutions, and deliver measurable business outcomes.

Overview

15
15
years of professional experience

Work History

Ad Tech Manager

Canela Media
Manhattan, NY
08.2024 - 01.2025
  • Promoted to Ad Tech Manager.
  • Led troubleshooting efforts for critical ad-serving issues, collaborating with internal and external teams to drive swift resolution.
  • Identified ad technology solutions to support revenue-generating initiatives and contributed to shaping the ad tech roadmap for Canela Ad Sales.
  • Managed SSP and DSP partnerships, overseeing vendor relationships, account management, and platform integrations.
  • Integrated new ad technology partners (SSPs, DSPs, media buyers) to expand Canela’s programmatic capabilities.
  • Designed and executed QA testing frameworks to ensure ad technology solutions met quality standards before deployment.
  • Worked with CTV distribution partners to manage ad delivery and technical integrations across streaming platforms.
  • Established clear technical goals and escalation protocols, serving as a key point of troubleshooting and guidance.
  • Effectively communicated Canela’s ad technology infrastructure to internal and external stakeholders, ensuring alignment across teams.

Programmatic Specialist

Canela Media
Manhattan, NY
03.2024 - 08.2024
  • Supported programmatic operations for a team of 20+ ad traffickers across the US and LATAM markets, troubleshooting activation and campaign delivery issues.
  • Developed optimization strategies to enhance campaign performance and revenue growth.
  • Conducted training sessions on DSP and SSP platforms, covering best practices, execution strategies, QA techniques, and troubleshooting methods.
  • Partnered with DSP vendors to resolve technical issues, and ensure seamless campaign execution.
  • Designed and implemented internal QA processes for ad operations, optimizing programmatic workflows for efficiency.
  • Audited programmatic deals to ensure accuracy, compliance, and alignment with campaign objectives.
  • Executed A/B testing to validate campaign strategies and optimize performance outcomes.
  • Identified and resolved supply chain discrepancies, ensuring smooth ad delivery, and minimizing revenue loss.

Ad Tech Manager

Sinclair Broadcast Group
Manhattan, NY
04.2022 - 03.2024
  • Providing extended AdOps support for added bandwidth, managing National direct-sold campaigns, including Account Management, Creative Support to vendors, and Ad Trafficking
  • Acquiring an in-depth understanding of Sinclair’s GAM inventory infrastructure and programmatic stacks, demonstrating a keen ability to identify and address problematic areas
  • Diagnosing intricate ad-related issues, notably in Display, Video DAI linear in-stream CSAI/SSAI), and Programmatic
  • Actively addressing back-end challenges, collaborating with engineers for swift solutions
  • Leading network-wide testing audits across sites and apps, ensuring optimal functionality and user experience across devices
  • Possess a deep understanding of web-tracking mechanisms and ad-tagging technologies, ensuring accurate data capture and optimized ad delivery across digital platforms
  • Analyze data to assess Ad load performance, DSP efficiency, and other key metrics; take initiative in root cause analysis to implement performance improvements
  • Collaborate with industry-leading DSP partners, including Amazon, Xandr, Taboola, Magnite, etc
  • And coordinate with internal engineering for integrations and supporting QA

Ad Operations Manager

Hip Happenings LLC
Reno, NV
04.2020 - 12.2020
  • Managed Programmatic Stack
  • Included Amazon (APS), Magnite, Sovrn, AOL, Index Exchange, AdX, and AdSense
  • Analyzed daily metrics for existing DSPs via 3rd party data on yield and performance
  • Included managing floor rates, pricing rules, and pricing strategies on Display and Video formats
  • Evaluated bid density on Publisher site per Ad Served Slot within device platform via 3rd party metrics
  • Generated daily pacing reports and reviewed performance on Ad Requests, Filled Impressions, eCPM rates, viewability, Traffic, and Ad Revenue
  • Main escalation point on any Ad related issues – Ad outages, Ad Blocking, Tracing Malware source, and more
  • Leveraged historical data for site audits
  • Analyzed Ad Revenue gauging YoY/MoM utilizing Pivot tables and actively searched for opportunities in increasing revenue
  • Improved total Ad Revenue MoM, a lift of +75%
  • Prospected new Ad Vendors and Services – negotiated terms and rates

Ad Operations Specialist

Krush Media
Pasadena, CA
05.2019 - 04.2020
  • Managed Programmatic stack for Krush Media clients - Paxon Media and Photobucket
  • Onboarded new Publishers for Header Bidding (Prebid) and client Google Ad Manager (GAM) setup
  • Worked closely with Account managers and support with Appnexus, RhythmOne, Sonobi, Index Exchange, Rubicon, Smart+, SmartyAds
  • Performed certification on new Ad Formats on site and for Ad quality control
  • Provided revenue projections for Clients based on total inventory and tested floor rates
  • Actively reviewed all programmatic partner performance compiling data via 3rd party, utilizing VLOOKUps, Pivot Tables, SUMIfs, etc
  • Gauged delivery discrepancies post-launch on 1st party vs
  • 3rd party performance data
  • Conducted site audits to validate Ad requests calls on client sites for Ad serving using Chrome Developer Tool
  • Played a key-role for growing Programmatic Ad revenue, a 700% lift in daily Ad Revenue

Platform Specialist, DSS

NBC Universal
Manhattan, NY
04.2017 - 04.2018
  • Secured two cycles contracting with NBCU
  • Internal escalation point contact for all Ad serving related issues
  • Engaged as a front-line QA member for the 2018 Winter Olympics
  • Performed NBCU network-wide Vendor Certifications and QA for new Ad Products
  • Completed Audits across NBCU sites, DFP-P, and MPS (proprietary) – project based
  • Implemented, tested, and released Header Bidding, Native AdX, DFP AdUnit remapping across the NBCU network

Sr. Campaign Manager

REFINERY29
Manhattan, NY
05.2016 - 04.2017
  • Managed all trafficking support utilizing DFP Premium for Unilever and Mediacom campaigns
  • Ensured all campaign objectives were consistently aligned with the Client KPI requirements
  • Analyzed delivery performances and provided recommendations on optimization strategies
  • Worked with internal team members, clients and vendors troubleshooting technical issues
  • Identified areas of improvement and offered recommendations to enhance processes within the Adops team

Ad Operations Manager

LATINA MEDIA VENTURES
Manhattan, NY
04.2015 - 05.2016
  • Managed daily functions for all Adops related requests throughout the full cycle of campaigns from pre to post utilizing DFP Premium
  • Proactively investigated technical issues, delivery discrepancies, and billing reconciliations
  • Worked directly with an array of vendors on troubleshooting, site certifications, and integrations
  • Continually refined operational processes for Ad Operations, Sales, Marketing, and Editorial

Rich Media Specialist

GOOGLE
Manhattan, NY
11.2014 - 04.2015
  • Secured a 6-month contract operating within the DoubleClick Creative Specialist Pod
  • Focused on ensuring high adoption and usage of DoubleClick Rich Media platform
  • Supported Tier 1 clients utilizing DoubleClick Studio (DS) and Campaign Manager (DCM)
  • Worked within a dedicated team providing client agency support for Carat NY and Denstu Aegis

Ad Operations Senior Traffic Manager

WORLDNOW
Long Island City, NY
04.2013 - 03.2014
  • Managed onboarding for clients through DFP-Premium migration from DFP Dart Legacy for Fox Broadcasting, Raycom Media, Gray Media, Meredith Broadcasting, and Media General
  • Guided clients on Best Practice and performed weekly DFP trafficking sessions
  • Identified opportunities on the site inventory and improved workflow for external Ad Ops teams
  • Performed QA for clients on all ad issues and delivery concerns

Ad Operations Campaign Manager

INTERACTIVE ONE
Manhattan, NY
02.2012 - 04.2013
  • Utilized DFP Dart Legacy and DFP-Premium ensuring flawless execution of digital campaigns
  • Communicated technical inquiries, launch schedules, and optimization recommendations cross-functionally with internal and external members
  • Developed strong understanding of campaign specific objectives, capabilities, and dynamics
  • Identified opportunities and implementing solutions securing campaign delivery success
  • Supported internal creative departments in developing custom Rich Media units utilizing Pointroll’s Ramp Rovion

Ad Operations Campaign Manager

NEULION
Manhattan, NY
09.2009 - 02.2012
  • Provided daily trafficking display / video support for 150 Collegiate sites through DFP Dart Legacy
  • Complied to client specific Ad content restriction requirements, varying site to site
  • Operated and improved the proprietary web-based order entry system
  • Managed site inventory, availability forecasting, QA, campaign optimizations, and trafficking
  • Supported Sales with custom reporting requests and technical inquiries

Education

B.A. - MEDIA STUDIES

CUNY QUEENS

Skills

  • GAM360 (Google Ad Manager 360)
  • DCM (Campaign Manager 360)
  • Spring Serve
  • SSP / DSP Integration
  • Ad Tagging and Troubleshooting
  • Floodlight Tags, & Conversion Pixels
  • Google Tag Manager (GTM)
  • Header Bidding (Prebidjs, TAM)
  • Programmatic Deal Types (PMP, PG, PD)
  • oRTB (Open Real-Time Bidding), Ad Exchange
  • Yield Optimization and Revenue Strategy
  • Floor Price and Bid Management
  • Brand safety & ad security (IAS, MOAT, DV, Confiant)
  • SDK: IMA, GMA, PAL
  • Ad Insertion Technology: CSAI, SSAI, DAI
  • Ad Verification and Measurement Tools
  • Web Debugging Tools (Charles, Chrome Dev, Wireshark)
  • Sideloading, iOS, and Android in-app testing
  • Chrome Dev, Lighthouse, and Performance Insights
  • API Integrations and Troubleshooting
  • Google Analytics
  • Tableau, Looker
  • Excel (Pivot Tables, Data Analysis)
  • JIRA, Agile, and Scrum methodologies

Timeline

Ad Tech Manager

Canela Media
08.2024 - 01.2025

Programmatic Specialist

Canela Media
03.2024 - 08.2024

Ad Tech Manager

Sinclair Broadcast Group
04.2022 - 03.2024

Ad Operations Manager

Hip Happenings LLC
04.2020 - 12.2020

Ad Operations Specialist

Krush Media
05.2019 - 04.2020

Platform Specialist, DSS

NBC Universal
04.2017 - 04.2018

Sr. Campaign Manager

REFINERY29
05.2016 - 04.2017

Ad Operations Manager

LATINA MEDIA VENTURES
04.2015 - 05.2016

Rich Media Specialist

GOOGLE
11.2014 - 04.2015

Ad Operations Senior Traffic Manager

WORLDNOW
04.2013 - 03.2014

Ad Operations Campaign Manager

INTERACTIVE ONE
02.2012 - 04.2013

Ad Operations Campaign Manager

NEULION
09.2009 - 02.2012

B.A. - MEDIA STUDIES

CUNY QUEENS

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Edward Lee