Role: Product Lead
Company: Kiip (partnering with Rubicon Project)
Year: 2017
🧩 Challenge
Mobile app developers were increasingly resistant to adding new SDKs due to bloat, technical debt, and performance risk. Kiip’s SDK offered unique reward-based ad experiences, but SDK resistance created adoption friction — especially among independent or hyper-cautious developers.
🧠Strategy
- Reframed the value prop: remove friction from integration, not just pitch monetization
- Developed a JavaScript tag version of the Kiip experience — similar to how web publishers implement ad tech
- Allowed app developers to test and run Kiip ad formats without a formal SDK install
🛠What I Built
- Led the development of a lightweight JS-based solution that mirrored SDK core functionality
- Designed flexible tag parameters to allow publishers to customize ad triggers (e.g., moments, milestones)
- Built new onboarding workflows for the JS tag version, with minimal engineering lift required
- Created adoption kits and worked closely with BD to re-target SDK-hesitant devs
📈 Outcome
- Increased integration velocity by 30% among SDK-averse developers
- Expanded Kiip’s addressable publisher base without compromising UX
- Highlighted by AdExchanger as a strategic shift toward publisher empathy
- JS tags became a core offering alongside SDK for leaner partner onboarding