Coming from a telecom background where everything was getting into digital at that point of time leaving to only two options of 0 or 1 (is or is not), I realised there is a lot of ambiguity in the digital advertising industry, which goes contrary to its name.Leveraging the fundamentals of telecommunications and blending them with emerging technology stacks of AI and ML, I co-founded mFilterIt by developing an indigenous solution which was fuelled by the aspiration of making in India for the world.Today, I lead the global technology and operations of mFilterIt, serving customers across the globe helping them enable trust and integrity in the digital ecosystem. As a technology architect, what makes me proud yet humble is that our technology is being used by some of the leading technology first organisations. This is one of the biggest recognitions of our technology design and implementation. I have been appearing on various key global forums advocating the need for adding a way for everyone to having trust that exists through the digital value chain. Assuring brands and agencies on their spends will go a long way in them getting better ROAS and hence benefiting the digital ecosystem. I love to speak on this subject along with industry peers on very engaging panels as that helps to stitch the thought to the broader narrative. I am happy to see that many of them are shaping as industry standards.BOTs are equally interesting in the digital world as they are physical space. Identifying and demarcating between a bad and a good BOT in the digital world is my job and I love to develop technologies for them. This is like a cat and mouse game and I am excited to participate in a way of beating the bad guys! In my pastime, I equally cherish DIY projects and develop robots and autonomous technologies.If you are perturbed, possibly by bad ROIs, potential concerns on AdFraud on your campaigns or just want to get someone to review your campaign data, do connect with me here and it would be fun to help you out. I am sure it will be an interesting engagement. Otherwise, if you are a tech enthusiast, happy to connect and help you in your endeavours in whatever form I can.