Michael Casanova Email & Phone Number

San Francisco, Ca, Us

New York City, Ny, Us

As Vice President of Product, I lead the development of NBCUnified Access, a platform that unifies data across all NBCUniversal properties using a first-party identifiers. My role ensures that advertisers maintain robust identity signals amid evolving regulations and technology policies. By leveraging privacy-enhancing technologies, I facilitate open, future-proof, and privacy-compliant access to advertising data for agencies, advertisers, measurement companies, and advertising platforms, empowering advanced data-driven marketing.Key Responsibilities and Achievements:• Product Strategy & Execution: Established and executed product strategy for secure access to NBCUniversal’s first-party audience and ad exposure data, supporting audience exploration, campaign activation, and measurement.• Agency Partnerships: Led direct data integration with OMG, Publicis/PMX/Epsilon, and WPP/Choreograph, enabling secure advertising across NBCUniversal CTV properties.• Brand Collaborations: Developed product strategy for brand data collaboration and led POCs with Papa Johns, Amazon Marketing Cloud, and Walmart, positioning NBCUniversal as a leader in secure data collaboration.• Pixel Deprecation: Standardized access to ad exposure data via data clean rooms and server-to-server integrations, reducing the need for pixels from over 120 providers and measurement partners.• Clean Room Partnerships: Established and negotiated contracts with clean room vendors (Snowflake, Habu, Samooha, AWS), positioning NBCUniversal as a collaborative development partner.• Identity Transcoding: Partnered with Experian, LiveRamp, TransUnion, Merkle, Epsilon, and Cadent to enhance identity transcoding and third-party data integration, improving first-party match rates from <10% to over 90%.• Industry Recognition: Presented a keynote on NBCUniversal’s data strategy at the 2022 Snowflake Summit and received the Data Drivers for Data Collaboration award at the 2023 Snowflake Summit.

Seattle, Wa, Us

As Senior Product Manager at Amazon Advertising, I led the enhancement of Amazon DSP and Publisher Services by developing PG (programmatic guaranteed) and PMP (private marketplace) features, which were critical for adoption by agencies and advertisers. My responsibilities included ensuring compliance with government regulations, partner data policies, and Amazon’s legal requirements, while making comprehensive changes to the bid stream, bidding logic, deal targeting, forecasting, reporting, and user experience.Key Responsibilities and Achievements:• Feature Development: Enhanced Amazon DSP with PG and PMP capabilities, driving adoption by agencies and advertisers.• System Integration: Led Amazon DSP’s partnership and integration with FreeWheel, providing PMG and PG impression scale that supplemented Amazon Publisher Services’ exclusive access to FireTV inventory.• Compliance and Data Policy: Established Amazon’s data usage policy for identity signals in the bid stream to minimize regulatory risk, maximize impression value, and protect user privacy choices.• Team Leadership: Led a team of 20 engineers and 2 designers through the early development and launch of Programmatic Guaranteed and various PMP features across Amazon DSP and Amazon Publisher Services.• Business Reviews: Established and led weekly business reviews (WBRs) with executive stakeholders, agency partnerships, and sales to track and drive revenue growth and align the product roadmap with customer needs.

San Francisco, Ca, Us

At LiveRamp, I led the consolidation of various technologies into a unified tech stack, launching a differentiated DMP with features like native 2nd party data sharing, real-time audience sizing, lookalike modeling, and exclusive access to advertising data sets. I defined the vision, scope, and execution plan for Unified Data Management Products, organizing development across four engineering teams, a design team, and a data science team.Key Achievements:• Strategy & Vision: Established the channel expansion API strategy, accelerating the growth of a $50mm/year Data Marketplace business for third-party data providers.• Long-term Strategy: Defined the long-term strategy for a Data Networks business and partnered with vendors and acquisition targets to expedite time to market.• Team Leadership: Led a team of 16 engineers (full stack and big data) and 2 designers through the development and launch of a comprehensive data management platform (DMP), a Real Time Stats Engine, a Lookalike Modeling application, and migration to Google Cloud Platform.• Product Consolidation: Unified several pieces of technology into a cohesive tech stack, significantly enhancing the efficiency and capabilities of LiveRamp’s offerings.

New York, Ny, Us

At IPG/Mediabrands, I played a pivotal role in defining and launching innovative products designed to optimize $39 billion in global media investment. I led the development of the Unity Marketplace and Value Planner platforms, leveraging big data and machine learning to enhance media investment strategies across the advertising ecosystem.Key Achievements:• Unity Marketplace: Developed a media marketplace platform to efficiently manage media investments across all publishers and walled gardens. Built on the APIs of ad-tech partners (primarily DSPs and SSPs), Unity Marketplace simplified the user experience, allowing agency planners and programmatic strategists to create and activate deals and campaigns across multiple advertising platforms.• Value Planner: Integrated SSP and DSP data into a single platform, enabling the identification of Supply Path Optimization (SPO) opportunities for campaign optimizations and agency upfronts. Utilized machine learning techniques to recommend inventory, pricing, and availability optimizations.• Team Leadership: Led a dedicated team of 19 engineers, 1 data scientist, and 1 product manager through the full development lifecycle, introducing Behavior Driven Development practices to enhance productivity and collaboration.• Strategic Innovation: Launched a big data/machine learning platform that collects and analyzes data across various ad-tech platforms, optimizing media investment through advanced analytics and insights

Playa Vista, Ca, Us

At Rubicon Project, I played a key role in launching Programmatic Guaranteed (PG) and Private Marketplaces (PMP) to facilitate the migration of ad spend from managed service buys to programmatic platforms. The time to market was accelerated through the strategic acquisitions of iSocket and ShinyAds.Key Achievements:• Media Marketplace Platform: Launched a media marketplace platform that supported $150mm in managed revenue, achieving 2x year-over-year growth.• Product Awareness: Promoted product awareness at 8 client events, 5 analyst interviews, and numerous client visits, significantly enhancing the visibility and adoption of our products.• Team Leadership: Led teams of up to 12 engineers and 3 designers through the entire development process, from concept to post-launch, ensuring successful delivery and market impact.• Strategic Development: Spearheaded the development of PG and PMP features, facilitating the transition to programmatic platforms and positioning Rubicon Project as an industry leader in programmatic advertising.

• Recommended early-stage tech and biotech startup companies for investment and sourced deals by networking with entrepreneurs• Evaluated companies on the basis of technology, financials, market, leadership, strategy, and return on investment

San Jose, Ca, Us

• Managed a cross-functional team and earned director-level support to initiate a scalable and quantitative business intelligence framework; later transitioning the process to several other teams• Connected product performance and supply chain measures with customer satisfaction to forecast, benchmark, and prioritize process improvements• Reduced analysis time from over 4 hours to less than 30 minutes by consolidating disjoint databases• Delivered quantitative and qualitative results in a demonstration phase linking software performance to customer satisfaction and revealing that customer satisfaction drivers shift with product maturity

• Supported 5k+ test and mission flight hours for fleets of Global Hawk Unmanned Air Vehicles • Saved thousands of soldier and civilian lives through collection and dissemination of military intelligence• Designed solutions for anomalies and system improvement by conducting experiments, collecting and analyzing flight data, and soliciting feedback from customers and partners• Maintained diplomatic, productive, and collaborative relationships with customers, partners, and peers and developed a reputation as a trusted and reliable technical expert

Us

• Developed an unmanned air vehicle for the US Marine Corps in a startup environment of 5 multi-disciplined engineers• Maintained an accelerated development and flight test schedule by voluntarily addressing and repairing anomalous behavior of unfamiliar subsystems• Evaluated technologies and vendors to select and integrate commercial-off-the-shelf products into our system

• Designed, developed, integrated, and tested a flight data recorder as a member of a 3-person team • Negotiated interface requirements with 10+ design teams to ensure compatibility with every subsystem• Presented and defended designs in formal reviews with the prime contractor and US Government

Houston, Texas, Us

• Improved the search capabilities of the Global Security Monitor Program by soliciting input from globally based customers• Enhanced a proprietary experiment reporting tool with feedback from test engineers • Evaluated and presented different technologies to be used for the @hp Portal

Mba, Technology Strategy And Finance

B.S., Computer Engineering