The situation
An ads marketplace is a three-sided balance: users want relevant results, advertisers want returns, and the platform wants revenue. In international markets the data is thinner and behaviour varies by country, so models and policies tuned for the US don’t simply transfer.
What I owned
Revenue and relevance for the international marketplaces, across the core levers that decide which ad shows and what it costs: click prediction, ranking, allocation, pricing and ads understanding.
How we worked
Bing Ads is a mature product at massive scale, where every change is an experiment. Improvements shipped through careful online tests with guardrails on user experience and advertiser outcomes, so revenue gains didn’t come at the expense of relevance.
Outcome
We shipped more than 10 product packages in six months, which together grew revenue per mille 17% year over year across the international marketplaces, while holding user quality (defect and quick-back rates) and advertiser ROI (conversion rate, cost per acquisition).
What I took from it
At scale, small model gains compound into large business outcomes, but only with the discipline to measure every side of the marketplace, not just the one that pays.