Professional Journey
Tanvi Singh has been working in publisher programmatic revenue consulting for over ten years. Her career didn’t revolve around theory or high-level strategy decks — it was built inside publisher operations where revenue numbers are tracked daily and small adjustments can change performance significantly.
Prior to the establishment of AdYield Labs, she has been associated with other organizations like The Tribune Trust, Zee Media Corporation Ltd, Network18 Media & Investments Limited, and Times Internet. In all these organizations, she was directly involved in managing programmatic demand, analyzing exchange performance, managing pricing logic, and making sure that monetization systems are working properly on various websites.
These experiences have helped her understand how auctions work in real-world publisher environments, as opposed to being presented in a controlled setting.
Tanvi Singh Founder, AdYieldLabs
Experience in Revenue Growth
While at Zee Media Corporation Ltd, Tanvi led indirect revenue operations across nine digital properties. During FY 2021–2022, those efforts resulted in 100% year-on-year revenue growth.
The growth did not come from aggressive expansion or quick fixes. Instead, it was achieved by progressive advertising yield adjustments, studying exchange performance patterns and onboarding the right demand partners.
Her responsibilities over the years have included managing Google Exchange demand, overseeing open bidding integrations, monitoring effective CPM trends, and coordinating closely with legal and finance teams to keep reporting and billing aligned with actual performance.
The work required constant attention — daily revenue tracking, discrepancy follow-ups, partner discussions, and collaboration with technical teams to implement adjustments carefully.
Operational & Technical Background
Tanvi has implemented publisher header auction frameworks, including Amazon integrations and advanced demand competition models. She has also handled supply partner integration workflows, evaluating performance across multiple SSP relationships.
She has also been responsible for ad quality oversight, maintaining blocklists, and ensuring compliance with internal publishing policies.
Over time, this hands-on exposure reinforced a simple lesson: monetization problems are often structural. Adding more partners does not automatically improve outcomes. In many cases, clarity and discipline produce better long-term results than complexity.
Approach to Supply Path & Auction Efficiency
AdYield Labs was created after years of seeing how easily supply paths become cluttered. Multiple intermediaries, inconsistent pricing adjustments, and reactive strategy shifts can slowly reduce efficiency without being immediately obvious.
Tanvi’s approach focuses on simplifying where possible. Cleaner SSP relationships, thoughtful header bidding implementation, and consistent auction review tend to produce more stable revenue over time.
Rather than chasing short-term spikes, she prefers sustainable improvements — adjustments that strengthen the overall monetization framework instead of adding noise.
Areas of Work at AdYieldLabs
Through AdYield Labs, Tanvi works with publishers on yield optimization, header bidding strategy, supply path evaluation, and comprehensive publisher monetization diagnostics.
The objective is not to overcomplicate systems, but to help publishers understand where revenue friction exists and how to address it methodically.
Each engagement draws on the operational experience gained across enterprise publishing environments, where accountability and precision are part of everyday work.
Education
Tanvi holds an MBA in Marketing from Panjab University and a Bachelor’s degree in Computer Science. Her academic background supports her ability to connect commercial objectives with technical implementation realities.
After over a decade in large media companies, Tanvi started AdYield Labs to provide non-biased, experience-based programmatic advice.
Her aim is still the same: develop monetization solutions that are transparent, organized, and scalable enough to help publishers grow.
Get in touch:
Contact: +91-9899068784
Email: contact@adyieldlabs.com