Shailin Dhar and Praneet Sharma share a passion for bringing trust back to a fragmented online advertising ecosystem. Recognizing that their approach to cleaning up the ecosystem doesn't start with technology, but with creating a mastery of trust across all parts of the ecosystem, they found that their individual fields complemented each other’s in surprising, and what turned out to be inseparable, ways.
The quality message of digital media is a one way affair; the supply chain is leading the conversation with bad advice that does little to mitigate poor quality, and the best interests of agencies and advertisers are lost as the supply chain continues to profit from fraud and bad traffic quality. This made them eager to cultivate their own practice, one that would effectively intersect their expertise with their respective interests.
They believe that advertisers have every right to own trust and control their own destiny by gaining the knowledge, tools and intelligence needed to make the best choices to maximize their media investment returns. The partners of MMI embody the courage and contrarian spirit necessary to help their clients fight the flawed status quo and take back digital media. Choosing to specialize in a field means that you are completely devoted to it; that you will protect it as if it were your own. That is the energy that sets them apart.
Method Media Intelligence prides itself in speaking plainly about the growing quality risks in today's digital media landscape. Advertisers and agencies, those who spend and control billions of digital media investment dollars, deserve access perspectives contrary to the conventional wisdom of 'don't worry, it's under control.'
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Co-FoundER & Director of research
After his experience from working at ad-networks and in the affiliate marketing space, Shailin began speaking out against ad-fraud in 2014. Called the "Fraud Crusader", Shailin takes ad-fraud very seriously because of the wider implications to the economy and integrity of the open internet.
Working with international advertising trade bodies, agency groups, brand advertisers, ad-tech firms, and ad-verification companies to fight advertising fraud has solidified his reputation in the industry as a leading expert on the topic. Shailin's time working independently since 2014 led him to found Method Media Intelligence in 2017 to take his crusade to the next level by teaming up with like-minded experts that can help make a real impact on the industry.
He is a strong believer in "Knowledge is Power." Having written many publicly available articles and research pieces on the topic of ad-fraud, Shailin's goal is to increase the level of awareness across the industry.
Shailin lives in the San Francisco Bay Area, close to where he grew up with his family. Being born in Delhi, India after his family migrated from Kashmir, he moved to California with his parents and younger brother at the age of 5. He has also lived in New York City, Toronto, Seattle, and India.
Co-Founder: Chief technology officer
Praneet brings an entrepreneurial and technical spirit to combatting ad fraud. He started his career as one of the technical founders of a website design platform. He was an early employee and lead engineer at another startup focussed on publishing user generated content on large sites such as Converse and Kenneth Cole. It was his experience working in the monitoring space which brought him to the world of ad tech. Working with large publishers and ad tech companies, seeing how granular data points were showing large disparities, he set out to address the problem.
Praneet has a firm belief that whats missing in fraud research is sound data collection and analytical measures. The ecosystem deserves to be empowered with the means to scientifically question such a large scale, and complex system. The community should also be aware of how fraudsters might think, what toolsets they use and will use in the future, and how different forces are unknowingly creating a landscape for ad fraud to exist
Praneet used to be a certified personal trainer and group exercise instructor. A Bay Area native, he now lives in Berkeley.