Licheng Niu Email & Phone Number

Beijing, China

As the Engineer Director, directly manages the "Ad Server Foundation" team of 20+ members spread across 3 geographic locations (Beijing/US/India), aiming to provide high-cohesive and reusable components to better serve different business use cases. Play the architect role to oversee the company's business architecture, and drive Architect Committee to set the vision and produce the overall design of FreeWheel's platform.

Worked as both business architect for overall FreeWheel product and infrastructure architect for Ad Server system. Collaborated with senior executives to execute company's strategies and drive architectural innovation to accommodate business growth.

FreeWheel was a late stage start-up when I joined. Working as the tech lead of Ad Server backend system, and led multiple 0-1 projects. Key Achievements:- 0-1 build of FreeWheel SSAI (server side ad insertion) system that stitches dynamic ads seamlessly into a video stream. Led a group of only 4 engineers to create one of the world's largest SSAI products. This system seamlessly integrates dynamic ads into video streams (compatible with HOS/MSS/DASH protocols), serving biggest… Show more FreeWheel was a late stage start-up when I joined. Working as the tech lead of Ad Server backend system, and led multiple 0-1 projects. Key Achievements:- 0-1 build of FreeWheel SSAI (server side ad insertion) system that stitches dynamic ads seamlessly into a video stream. Led a group of only 4 engineers to create one of the world's largest SSAI products. This system seamlessly integrates dynamic ads into video streams (compatible with HOS/MSS/DASH protocols), serving biggest online live events including Super Bowl, World Cup, NBA Finals, and capable of supporting up to 1 Million concurrent streams.- 0-1 build of FreeWheel SSP system, introducing programmatic demand to FreeWheel for the first time and effectively doubled the company's revenue. I designed the e2e architecture, data model, and completed the prototyping work myself. Lead the team in addressing with challenges related to network scalability, auction logic, and yield optimization. Integrated with 30+ DSPs.- 0-1 build of Creative Management System. Both in-house creative transcoding capability and 3rd party transcoding vendor integration. Just-in-Time transcoding pipeline to support on-the-fly transcoding process for non-FreeWheel hosted creative. Creative approval pipeline. Show less

Starting as an entry-level Software Engineer with the QQ Android Browser team, swiftly advancing to a leadership role leading a 3 people group. Working as the core member to develop the video capabilities for QQ Browser from scratch, catering to over 200+ Android devices, particularly focusing on low-performance devices during the early 2010s.Key achievements:Pioneered the conception and implementation of an in-house adaptive streaming protocol, enabling real-time transcoding of raw… Show more Starting as an entry-level Software Engineer with the QQ Android Browser team, swiftly advancing to a leadership role leading a 3 people group. Working as the core member to develop the video capabilities for QQ Browser from scratch, catering to over 200+ Android devices, particularly focusing on low-performance devices during the early 2010s.Key achievements:Pioneered the conception and implementation of an in-house adaptive streaming protocol, enabling real-time transcoding of raw video content into multiple bitrate streams. This innovation empowered devices to dynamically adjust playback bitrate based on performance metrics, enhancing user experience.Built the video transcoding backend based on FFmpeg APIs to support 1 to N bitrate transcoding. Conducted research of an enhance video codec algorithm and applied it to the x264 library to reuse motion vectors between decoding and encoding processes, saving about 30% video transcoding cost;Developed and fine-tuned video player tailored for Android 3.x/4.x based on FFmpeg and FFplay libraries. Show less

Master’S Degree, Signal And Information Processing

Bachelor’S Degree, Electrical And Electronics Engineering