TV Ad Analytics Platform

Productizing real-time data and early AI before mainstream adoption

Context

In 2018, the team had developed technology capable of tracking TV viewing behavior in near real time. The challenge was to transform a technical capability into a market-ready analytics product. My role was product design leader and facilitator, leading vision articulation aligning business, customer and end-user perspectives, MVP prioritization, interactive prototyping for customer validation and iterative refinement through participatory design.

Core Problem

TV ROI measurement was delayed, incomplete, and fragmented. This project addressed the opportunity of providing near real-time insights powered by large-scale data processing and early AI modelling.

We narrowed MVP to core insight loops, avoiding a full-feature analytics suite in the first release. The interface was structured around decision-making moments, not raw data exploration. Then we validated prototypes with enterprise customers early to align feasibility and business goals.

Outcome

We launched an early version into the market, balancing technical ambition with usability clarity. The product established a foundation for an industry-grade TV analytics product with continuous development based on market signals.