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AdColonized: Getting to Know Tyler Ferdun

Posted Sep 23, 2020

Meet Tyler Ferdun, Senior Manager of Brand Performance Partners in our San Francisco office! Tyler has been contributing to the AdColony Performance team for seven years. He’s looking forward to getting back in the water and accomplishing a major goal after Covid. Get to know him better in this week’s employee spotlight!

What exactly does a Senior Manager of Brand Performance Partners do at AdColony? What’s an average day like for you?

We are essentially a bridge between our sales team and publishers that exist outside of the scope of our SDK. We start off every morning with internal discussions regarding campaign health and performance. I am based out of the SF office, however our publishers are located around the globe so, depending on their needs, the order of events tend to waiver. The majority of my day is spent pairing inventory to campaigns, performing data analysis, as well as sourcing new placements for future campaigns. No two days are exactly the same, which keeps things exciting!

Tell us a little about your experiences prior to joining AdColony and how they have prepared you for your role here.

I graduated with a degree in finance from Santa Clara University, and had intended to go into investment banking for someone in Silicon Valley, but somehow I planned my courses right and graduated a year early, so I took a gap year. During that time, I developed an interest in product development and moved up to Seattle to work for a telematics company developing GPS technology solutions for commercial vehicles. It was a fascinating look into the processes required to launch a new product into the market. I was primarily handling data analysis and communications with partner companies. After following the product from infancy to market release I took a job consulting for one of our former key accounts and learned that my passions lie with product and tech more than the utilization and execution of the product itself. 

I then took my first job in advertising and marketing at RadiumOne in San Francisco. Similarly to my role at AdColony, I was part of a very lean team. In that role I was sourcing campaigns and traffic simultaneously. In this role I began working with one of my friends since childhood and still current colleague, Alex Cano, sourcing traffic for some of the campaigns for one of Opera’s earlier subsidiaries. For about a year we grew that account to one of the top performing campaigns in RadiumOne and shortly after a spot had opened at Opera, I made the leap!

What makes AdColony the right fit for you?

The culture and the people are definitely the biggest draw for me. People here have a hunger and a drive. There are few “set it and forget it” moments and every day brings a new challenge. I also love that we are empowered here to make decisions and provide our input for strategizing. I’ve always found that different vantage points provide additional insights which aid in success. The collaborative environment within AdColony helps to foster growth. 

AdColony values employee development. How do you keep growing and learning in what you do?

Because I have so much external communication I learn alot from the publishers I work with on a day to day basis. We act as an underground news network of sorts, so updates on what some of the bigger players in the industry are doing, health of the general ecosystem, and where the market is heading are common points of discussion outside of business as usual. Apart from that, going back to my analytics background tends to be a source for continued learning, identifying subtle trends and patterns is a guilty pleasure of mine, it helps me to do my best to stay ahead of the curve. 

How do you act as a resource for the rest of your team?

I am going on my seventh year here at AdColony and have been a part of the same team just as long. Since we are so lean, we tend to wear a wide assortment of hats from publisher, to analyst, to ops. We lift wherever we can to keep things healthy and continually growing. 

Is there someone you turn to personally or professionally?

I still keep in touch with a few of my professors from college. They help to keep me in touch with the trends of their students which is always a valuable market for our industry. 

Many global AdColony employees are still working from home. Do you have any work-from-home tips for success you can share?

Mix it up! If you have a home office that is great, but the same environment over and over becomes draining. Simply moving rooms or working outside for a little while helps tremendously throughout the day! Also, keep a normal meal schedule, it stops me from grazing the pantry and making my scale work extra hard!

What are your hobbies or activities that you look forward to doing on the weekends or after work?

I love swimming! Before Covid, my friends and I were training for the Catalina Channel swim (as a relay, I’m not that crazy). But hoping to jump back into that as soon as things reopen. 

Which app is keeping you engaged lately? Why?

Robinhood has been one of my constant favorites this year. The markets have been shifting focuses constantly and some companies have seen meteoric growth providing a lot of opportunity! 

What is your favorite moment you’ve had with the AdColony team so far?

The New York brand summit we had was probably one of my favorite moments. Getting to work from another office and interacting with people who you only speak with on Slack or email is always fun for me. 

What are you listening to lately (music, podcasts, etc.)?

I am actually listening to a book that I had read a while back called The Name of the Wind by Patrick Rothfuss. I am trying to fill the fantasy void since Game of Thrones concluded.

What are you looking forward to most in the next 5 years?

Definitely looking forward to starting a family.

About AdColonized
Each AdColonized feature shines a light on a different member of the AdColony team. From favorite apps and hobbies to fun facts, we cover it all! Who do you want to see on the next AdColonized? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.

Ellen Plant

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