Dr. Taylan Yıldız

Chief Analytics Officer, Firefly

Dr. Taylan Yildiz is a leading expert in display and cross-media advertising impact measurement and optimization with a focus on Fortune 500 companies. During his 10 years at Google, he built novel measurement methodologies and managed a team of PhD level statisticians that build such tools.

He is the founder of the industry-leading products DFA Experiments and DFA Brand Insights which have enabled many of the Doubleclick’s Fortune 500 advertisers to measure display campaign impact starting from awareness down to site visits and sales. These tools helped advertisers precisely measure their return on advertising investment and get actionable insights on how to maximize this ROI. They also help to evaluate the effectiveness of new display advertising technologies such as YouTube Skippable Ads. Taylan also managed Google Active GRP, where he holds a patent on the methodology.

Now at Firefly, he is responsible of building media planning, reporting, attribution and optimization tools as the Chief Analytics Officer by introducing the same advanced technologies to the out-of-home world.

Dr. Yildiz holds a PhD in Quantitative Marketing from Stanford Business school where he also enjoys giving guest lectures on digital advertising.

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