About this role
The Subject Matter Expert – Advertising & Operations will serve as EXL’s hands-on expert across AdTech platforms and advertising operations tools, supporting complex client engagements and delivery teams. This role demands deep, practical expertise in tools, platforms, and operational workflows, with a strong focus on execution quality, troubleshooting, and optimization.
This is an individual contributor SME role, focused on tool mastery and operational excellence, not people management.
Responsibilities
Platform Ownership & Tool Expertise
• Act as the primary SME for AdTech platforms, including GAM, DSPs, SSPs, and measurement tools. • Provide hands-on guidance for complex trafficking, targeting, pacing, and optimization scenarios. • Troubleshoot delivery issues such as discrepancies, latency, tracking failures, and reporting mismatches.
Campaign Operations & Quality Assurance
• Oversee campaign setup, QA, launch readiness, and in-flight optimization using standard AdOps tools. • Validate tags, pixels, conversion events, and data flows across platforms. • Establish and enforce tool-based QA frameworks and control checks.
Measurement, Reporting & Diagnostics
• Analyze platform-level and log-level data to identify performance issues and improvement opportunities. • Design and review dashboards and reports using analytics and BI tools. • Resolve discrepancies across ad servers, DSPs, and third-party measurement platforms.
Client Advisory & Solution Support
• Act as a tool and platform advisor in client discussions, audits, and operational reviews. • Support solutioning and pre-sales efforts by validating tool feasibility and integration approaches. • Translate business objectives into platform-level configurations and workflows.
Automation & Innovation
• Identify opportunities to automate repetitive AdOps tasks using scripts, APIs, or workflow tools. • Partner with analytics and engineering teams to operationalize AI-driven optimization and reporting use cases.
Knowledge Sharing & Enablement
• Create and maintain tool playbooks, SOPs, and troubleshooting guides. • Mentor delivery teams on platform best practices and advanced tool usage. • Stay current with platform updates, feature releases, and AdTech ecosystem changes.
Experience and Competency Requirements
• 8-12 years of hands-on experience working with AdTech platforms and advertising operations tools. • Proven expertise in GAM, DSPs, SSPs, tracking frameworks, and measurement tools. • Strong understanding of programmatic buying, ad serving logic, and delivery mechanics. • Experience acting as a client-facing tool SME, supporting audits, escalations, and platform optimization. • Strong analytical, debugging, and documentation skills. • Excellent communication skills with the ability to explain technical platform behavior clearly. • Willingness to travel as required to support client engagements; this role does not sponsor employment-based visas.
Skills
AdTech & Media Platforms (Mandatory)
• Freewheel, Google Ad Manager (GAM) – trafficking, forecasting, yield optimization • Demand-Side Platforms (DV360, The Trade Desk, MediaMath or equivalent) • Supply-Side Platforms / Exchanges (OpenX, Magnite, PubMatic, etc.) • Ad Servers, Tags, Pixels, Floodlight, Conversion APIs
Campaign Operations & Execution Tools
• Campaign trafficking and QA tools • Tag management systems (GTM or equivalent) • Creative approval and asset management workflows • Programmatic deal setup (PMPs, PG, Open Auction)
Measurement & Analytics Tools
• Google Analytics / GA4 • Looker, Tableau, Power BI (campaign and operational dashboards) • Log-level data analysis for delivery, pacing, and discrepancy resolution • Viewability, brand safety, and fraud tools (IAS, DoubleVerify, Moat)
Automation & Advanced Capabilities
• Workflow automation using scripts, macros, or low-code tools • API-based integrations between AdTech platforms • Exposure to AI/ML use cases in ad optimization and performance analytics
Preferred Qualifications
• Experience in consulting or managed services environments. • Experience supporting large-scale, multi-market advertising operations. • Exposure to GenAI, automation, or advanced analytics applied to AdTech workflows.