Warsaw · programmatic & ad-tech · since 2007
Programmatic Director at Grupa Wirtualna Polska
Nineteen years in online advertising — I started in traffic and adservers, and today I run programmatic at the largest Polish publisher. Yield, header bidding and ad revenue at scale: I lead the analysis and optimisation team, and for the past few years I have been building AI agents that do the programmatic work which used to take people entire days.
Experience
I came up through the operational floor of this industry: campaign delivery, creative QA, publisher support. So when I talk about yield or auction architecture today, I know exactly what is happening one level down.
Ownership of the programmatic area: monetisation strategy, yield, header bidding and ad revenue across the whole portfolio of sites.
Built and led the analysis and optimisation team — from data and reporting through to the decisions that actually move auction outcomes.
Running the traffic department of a network of premium business content sites: campaign management in SmartAdServer, DSM and DFP, creative QA, publisher support, development of new ad formats and implementation of custom adserver solutions.
The Adnet traffic department — several hundred websites across many categories and several hundred campaigns a month. Implementation of XClaim (contextual advertising) and nugg.ad (behavioural targeting), client support on Eyeblaster ACM, and designing custom adserver tooling.
Campaign delivery in the AdOcean adserver and Jet.Mail for email marketing, creative QA, publisher support and web analytics in gemiusTraffic.
Education: Warsaw University of Technology · Since 2012 I have also run my own practice — Adekspert (NACE 73.12.C, media space brokerage).
How I help
I am not an agency and I do not sell hours for everything. Below are the things I do in production day to day — not just in a presentation.
An answer to one question: where is the revenue leaking. Auction architecture, header bidding and Prebid, choosing and tuning demand partners, price floors, ad formats and their effect on user experience. Then the implementation — and hard measurement proving the revenue actually went up.
I built and led a team that does exactly this: turning auction data into decisions. Reporting somebody actually reads, anomaly detection before it eats a month of revenue, and tests that tell you what worked and what was just noise.
Agents that run repetitive programmatic processes instead of a person. Ad creatives generated from the content of a page, copy and format variants, previewed in the real publishing context. I build tools that end up in a team's daily workflow.
Decision-maker lists for a specific market, vertical or event — with contact details that actually work. Every record is qualified by a model against your offer and scored, so the sales team starts at the top of the list. Delivered for the Czech, German and Romanian markets.
What I built
A selection of my own projects. Each one started because I saw a concrete problem — and it was faster to solve it than to keep discussing it.
Paste a page URL and get a ready set of ad creatives matched to its content, including scroll-driven formats and a multi-frame carousel. Everything comes with a preview inside a real article layout, so you can see how the ad will behave on a live page.
LLM · image and copy generation · format renderer · in-page preview
A panel that shows a publisher the state of their monetisation and suggests what to change. Built so it can be run without any infrastructure — the whole product fits in a single file and opens straight from disk.
revenue analytics · recommendations · single-file build
The full process: collecting companies and decision makers in a given market, enriching them with addresses, scoring every lead with a model against a specific offer, and delivering a finished, sorted spreadsheet. Used to prepare contact lists for industry events across several European countries.
scraping · LLM qualification · scoring · Google Sheets
mindmaze.pl — a puzzle site I run end to end: product, content and monetisation. My testing ground for ad solutions on my own traffic, before I recommend them to anyone else.
product · content · monetising own traffic
Contact
Two sentences on what it is about is enough. If it is something I can help with, you will get a concrete idea of how to approach it. If it is not — I will tell you straight away.