Maliha Haq

About Maliha Haq

I’m a Senior Programmatic Specialist focused on building high-performing programmatic campaigns that turn data into measurable marketing impact.My expertise spans end-to-end programmatic strategy, campaign execution, and optimization across leading DSP platforms including The Trade Desk, Amazon DSP, Yahoo DSP, and DV360. I currently manage $200K+ in monthly media investment across display, video, CTV, audio, and native environments, helping brands maximize performance through strategic audience targeting, efficient bidding strategies, and data-driven optimization.I have a proven track record of improving campaign efficiency and performance by leveraging first-party data, contextual targeting, advanced audience segmentation, supply path optimization, and structured A/B testing. Through continuous optimization and performance analysis, I’ve helped drive 10–25% improvements in CPA, CPL, and ROAS for high-value client accounts.I regularly collaborate with strategy, client services, search, and social teams to ensure programmatic campaigns align with broader marketing goals and deliver measurable business impact. In addition to campaign execution, I’m passionate about improving operational workflows, mentoring new programmatic specialists, and building scalable optimization frameworks.Core Expertise• Programmatic Strategy & Campaign Optimization• DSP Platforms: The Trade Desk, Amazon DSP, Yahoo DSP, DV360• Channels: CTV, Display, Video, Native, Audio• Audience Strategy: 1P, 3P, contextual, and modeled data• Bid Strategy, Budget Pacing & Supply Path Optimization• Performance Measurement: CPA, CPL, ROAS, Reach, Frequency, VCR• Campaign Testing & Incrementality Analysis• Data Analysis & Reporting: Excel, DatoramaI’m passionate about helping brands scale smarter through data-driven programmatic media strategy, and I’m always interested in connecting with professionals across programmatic advertising, ad tech, and digital media strategy.

Experience

1. Programmatic Strategist

   ROR

   Jan 2024 — Present

Education

• University of Pittsburgh

  Bachelor of Science - BS, Psychology

• University of Pittsburgh

  Bachelor of Arts - BA, Communication and Media Studies

  2017 — 2020