Sri Adidam

About Sri Adidam

A senior product leader building data platforms that turn messy customer data into measurable growth and durable capabilities. Over the last 15+ years, I’ve led teams at Yahoo and Verizon Media to ship user data platforms, predictive segments, and marketing Customer Data Platform (CDP) and Data Management Platform (DMP) implementations that cut campaign CPA by ~62%, scaled to 1B unified profiles, and lifted eCPM on targeted supply by 6x.I design and scale privacy-first consumer data platforms that unify web, app and ad tech signals into real-time, addressable profiles; powering audience segmentation, omnichannel attribution, and high-ROI activation across brands and lines of business. This includes building Yahoo’s Consumer User Data Platform from the ground up to be AI-native, integrating identity resolution, event-driven ingestion, and interoperable pipes into major ad platforms to support high-value campaigns and millions of users per segment.My work spans platform vision, roadmap, and GTM for predictive segments and CDPs, as well as hands-on prototyping using tools like Claude and Cursor to quickly validate new workflows with marketers and advertisers. I’m recognized for rapidly delivering impact in new environments, leading cross-functional teams through complex migrations and reorganizations, and building data products that become foundational to how marketing, advertising, and product teams make decisions every day.https://github.com/semantic-sage

Experience

1. Director of Product Management, Consumer Data

   Yahoo

   Sep 2024 — Present · Reston, VA, US

   Building Yahoo’s Consumer User Data Platform from the ground up, delivering an AI-native, privacy-first architecture supporting real-time personalization, audience segmentation & advanced analytics at scale.1. Defined platform vision, functional blueprint, and long-term strategy; partnered across engineering & compliance to ensure scalable & secure infrastructure for both batch & real-time data flows.2. Integrated disparate data sources into unified customer profiles, enabling rich segmentation & dynamic journey orchestration.3. Instituted reliable ingestion, identity resolution & event-driven architecture unlocking granular attribution, omnichannel conversion tracking & actionable customer insights.4. Enabled seamless interoperability with ad platforms, boosting activation & campaign efficiency.Success Metrics: Achieved a 6x increase in effective Cost Per Mille (eCPM) on targeted supply.Rapidly scaled adoption to 40+ active high-value campaigns (e.g, Google, Etrade). Reduced audience creation & evaluation time from days to minutes.Directed the strategy, design, development & successful launch of Yahoo’s Predictive Segments product, enabling advertisers to leverage advanced ML algorithms and Yahoo’s rich first-party data for enhanced audience targeting & ROAS optimization.1. Scaled batch scoring infrastructure achieving 1,250+ parallel segment scores daily with GDPR compliance.2. Established tier-based segment frameworks with audience size thresholds & delivered SLAs including new segment go-live under 7 days and high predictive model accuracy.3. Authored & executed an end-to-end integrated test case suite ensuring reliability, compliance & seamless integration with CDP & third-party data sources.Success Metrics: Drove the external adoption of the service, fulfilling 20+ partner requests (e.g, Taboola) & providing access to an average of 16.4 million unique users per segment for advanced audience targeting & digital transformation initiatives.

Education

• George Mason University

  MS, Software Engineering

  2003 — 2005

• UC Berkeley Executive Education

  Center for Executive Education, Product Management Program

• St. Joseph's Engineering College,Chennai,India

  BE, Electrical and Electronics Engineering

Skills

• Program Management
• Cloud Computing
• Vendor Management
• Agile Project Management
• Product Management
• Agile Methodologies
• Software Development Life Cycle (Sdlc)
• Product Marketing
• E-Commerce
• Scrum
• Project Management
• Sdlc
• Content Management
• Analytics
• Business Intelligence
• Mobile Devices
• Cross-Functional Team Leadership
• User Experience