Samsung Ads
CPX Lower Funnel Solution — Driving Performance and Efficiency
Led the evolution of CPX into a scalable performance platform, expanding support for new ad formats and advertisers while maintaining operational efficiency and enabling real-time optimization.
CPX Campaign was launched to attract lower-funnel advertisers new to Samsung Ads by offering performance-based pricing. The initiative also aimed to expand market reach and improve internal campaign workflows.
Project Overview
Background
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As lower-funnel campaigns became a key growth driver for the business, teams across Sales, AdOps, and Product needed a more scalable, performance-focused solution. I became the go-to partner for defining and evolving CPX campaigns—bridging advertiser needs, operational efficiency, and long-term platform strategy.
I worked closely with advertisers and internal stakeholders to understand what “performance” truly meant at the lower funnel: measurable outcomes, predictable optimization, and faster time to value. From an AdOps and Sales perspective, the challenge was speed and accuracy—campaigns needed to be launched faster, with fewer errors, while still delivering strong results. From a business standpoint, CPX needed to scale beyond a single format and unlock sustainable revenue growth.
My Role
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Performance Platform Lead (Cross-Functional)
Partnered with Sales, AdOps, Product, ML and Engineering
Defined the long-term CPX platform vision
Led Automation strategy across setup, optimization, and reporting
Ensured solutions were user-centric and validated before scaling
I operated at the intersection of revenue, operational efficiency, and product scalability.
Problem Statement
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As performance campaigns scaled, three systemic issues emerged:
Limited Extensibility: CPX was optimized for a specific lower-funnel use case and not designed for multi-format expansion.
Operational Strain: Campaign set up required siginificant manual input from AdOps, Limiting advertiser growth.
Delayed Optimization Signals: Performance reporting lacked real-time visibility, slowing iteration and decision-making.
The business needed to scale performance revenue without proportionally scaling headcount or complexity.
Expanded CPX to support multiple ad formats through a unified performance framework
Introduced automation and ML-driven optimization to maintain efficiency at scale
Enabled the foundation for real-time optimization and performance reporting
Designed reporting and workflows to support Sales, AdOps, and advertisers consistently
Opportunity
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Strategy & Platform Thinking
Instead of iterating feature-by-feature, I reframed CPX as a Performance framework built on four principles:
Automate Predictable Decisions : Reduce manual configuration through rule-based defaults and ML-assisted audience and KPI selection.
Design Once, Scale Across Formats : Create reusable optimization logiv that could extend to additional ad formats without re-architecting workflows.
Make Optimization Actionable : Lay the groundwork for real-time reporting that surfaces meaningful performance signals – not just data tables.
Protect Operational Efficiency : Ensure expansion did not increase workload for AdOps or Sales.
Execution
Reduced campaign set up time by ~30 minutes through automation
Introduced ML-driven smart audience assignment and creative optimization
Standardized KPI and convension logic at the platform level
Established the foundation for real-time optimization reporting
Iterated based on direct feedback fro Sales and AdOps users
All enhancements were validated through workflow testing and performance monitoring prior to broader rollout.
Impact
Transformed CPX into a scalable performance platform
Enabled expansion across new ad formats and advertisers
Improved operational efficiency without increasing overhead
Accelerated optimization cycles through improved performance visibility
Positioned CPX as a long-term lower-funnel growth engine
King Gaming - Mobile Conversion Campaign
“Our ROAS optimization has successfully been launched and performing well for Candy Crush (King Gaming)ROI achieved over 142% Target set. Happy to revise the daily spent to $20,000 per day.”
Measurable Outcome
To support CPX pricing for conversions, the product team enhanced the workflow by introducing ML-powered features that optimize campaign success. For users, new automation tools were implemented to streamline processes and reduce manual effort.
CPX sat at the intersection of advertiser performance goals, operational efficiency, and long-term platform scalability—requiring careful tradeoffs between automation, control, and trust.
Campaign Set Up User Flow - Automate wherever intent is predictable
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1. Select Campaign Conversion Type
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2. Line Item Auto-Population: Line item details automatically populate once the advertiser signs the contract.
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3. Auto-Selection Optimization: General information and inventory are auto-selected to achieve optimal campaign results.
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4. Performance Settings: Only relevant KPIs are displayed based on the selected conversion type (TV, web, or mobile).
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5. Select an audience group with a high likelihood of conversion upon interacting with the campaign
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6. Once a conversion group is selected, ML automatically assigns a smart audience to optimize and boost campaign performance.
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7. Frequency Cap Control: A frequency cap limits impressions per user, preventing duplicate charges during the campaign.
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8. Budget Automation: Budget and daily spend values are automatically populated from the contract.
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9. Flight Creation: Flights are created and managed within the same campaign structure.
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10. Campaign has been saved and is ready for flight setup.
Automated campaign setup (contract → line items → budget)
To set campaigns up for success, machine learning automatically selects the most effective KPI—D7 opt-in conversion with target ROAS—and optimizes for maximum conversions. This smart default takes the guesswork out and helps advertisers hit their goals faster.
Thanks to the audience insights crafted in the previous step, AdOps could pinpoint the most effective conversion path—choosing the option that aligned best with the advertiser’s goals and audience behavior.
Use ML to optimize, but keep it explainable
Partnered with ML and Creative optimization teams to enhance performance.
For users, new automation tools were implemented to streamline processes and reduce manual effort.
Reduced Flight setup time through automation and error checks.
Flight Set Up User Flow
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1. A staging flight has been created at the campaign level.
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2. General information is pre-populated with data retrieved from the campaign level.
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3. Conversion group data is retrieved from the campaign level.
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4. Budget & Bid Tactic data retrieved from the campaign level.
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5. Inventory is pre-selected by the ML system.
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6. Creative Optimization enables the flight to deliver the most suitable creative for the target audience when two or more creatives are selected.
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7. Creative Selection
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8. MMP validation enables the backend to flag any errors associated with the creative.
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9. ML will suggest possible corrections to assist the user in setting up the flight.
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10. Creatives is ready for flight to be launch
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10. Audience is pre-populated with data retrieved from the campaign level. Flight is ready to be launch.
Conversion-group–driven KPI visibility. ML-assigned smart audiences.
Efficient flight creation minimizes manual effort. All the fields come pre-filled, while ML automatically chooses the best budget pacing and inventories—letting you focus on the bigger picture.”
Validation and error-flagging (MMP)
Enabled tracker validation during creative selection and improved UI for flight-level error correction.
Reduced tracking errors, streamlined campaign setup, and empowered users to resolve issues quickly without backend intervention.
Maximizing Campaign Impact: Identifying Top-Performing Creative Assets.
Personalized Ad Delivery Users may see different creatives (e.g., Ad1 vs. Ad2) based on previously collected ML performance data.
Measurable Outcome
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Impact & Metrics
In Q4 2025, TV conversion campaigns for Canela and Crunchyroll achieved a 30–90% performance lift by combining Max Conversion bidding with the Creative Optimization ML feature.
In Q4 2025, web conversion beta campaigns launched with Groomie and Golo.
Reduced Campaign set up time through automation & error checks. (~30 min reduction per campaign setup).
Enabled support for new advertisers. Expanded to New Verticals including Travels, e-Commerce, and Finance.
Foundation for real-time optimization.
Platform ready for multi-format expansion.
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User-Centric Validation
Advertiser responded positively to performance-based pricing with clear ROI Tracking.
Feedback loops with AdOps & Sales. Automation proved critical in reducing step up time & operational load.
Future Roadmap includes expanding CPX campaigns across additional ad formats & enabling real-time optimization reporting.
Iteration based on usability + performance.
“CPX evolved from a single lower-funnel solution into a scalable performance platform—designed to support new formats, new advertisers, and real-time optimization without increasing operational overhead.”
Business Context
“Lower-funnel CPX campaigns demonstrated strong performance and revenue impact. With proven results, the business needed to move beyond a single solution and scale CPX into a platform that could support additional ad formats, onboard new advertisers, and unlock real-time performance visibility—without increasing operational overhead.”
“I want the ability to export an external-facing spread sheet with a single button click, so that I can save time by avoiding manual report creation and sharing, and quickly provide client with common view I regularly share .”
CSM
“I want a simplified view of my clients’ campaign performance so that I can easily monitor its effectiveness, ensure it meets their goals, and confirm they are archiving a successful ROI.”
CSM
“I want a simplifies view of my client’s campaign performance to verify that campaign date, including installs and in-app purchase (IAP) is accurately tracked for both iOS and Android platforms. So that I can ensure the campaigns are functioning as expected and deliver accurate performance metrics.”
Ad Ops
Performance Platform Lead
“Led the evolution of CPX from a single lower-funnel solution into a scalable performance platform, aligning business goals, advertiser needs, and operational efficiency.”
Old vs New
Users shared that creating reports for stakeholders is time-consuming and inefficient. They want report that provide both a high level overview and details drill downs, with the ability to download or schedule them in a single click.
Enabled the foundation for real-time optimization and performance reporting
Report User Flow
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1. Select Report > Choose Interactive Performance.
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2. Choose Advertiser > Pick the advertiser you want to analyze.
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3. Select Solution > Choose Mobile, TV, or Web. Each solution displays its own default metrics and dimensions.
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4. If Mobile is selected > Some advertisers may have multiple apps. Select all applicable apps to view consolidated performance data.
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5. View Overview & Breakdown > See a high-level overview of the selected advertiser, solution, and apps. Data is then broken down into detailed tabs for campaign, flight, creative, and more.
Expanded CPX to support multiple ad formats through a unified performance framework
Reorganized reporting flow by allowing users to filter data by advertiser first, then by solution (TV, web, or mobile). Since each channel uses distinct success metrics, this hierarchy simplified navigation, reduced confusion, and enabled users to quickly see the most relevant performance insights.
Designed reporting and workflows to support Sales, AdOps, and advertisers consistently
Layered Data Visualization for Deeper Insights. Each reporting tab presents data through tailored visuals, starting with a high-level overview and progressively drilling down into campaigns, flights, creatives, and more. This structure helps users quickly grasp performance at a glance while retaining the ability to explore detailed metrics as needed.
Introduced automation and ML-driven optimization to maintain efficiency at scale
One-Click Insights with a Clear, Actionable View. Get a heuristic overview and drill down into detailed data in just one click the simplified, clean layout makes it easy to spot issues at a glance. With clear decision trees built into the experience, users can trouble shoot, resolve campaign performance problems, and take action faster than ever.
Enabled the foundation for real-time optimization and performance reporting
Download and Schedule Reports in One Place. With the new enhancement, users can now schedule and export reports from a single location. External-facing spreadsheets can be generated with just one click-eliminating manual report creation and saving valuable time.
CSM & AdOps
“With this update, I cut my reporting time in half. What used to take me hours now takes just minutes.”
CSM & AdOps
“For me, the biggest win is efficiency. I can spend less time on repetitive reporting and more time on strategy.”
CSM & AdOps
“The accuracy has been a game-changer. I don’t have to worry about manual errors any more.”
Business Impact
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Transformed CPX into a scalable, platform-level performance solution
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Enabled growth across new advertisers and ad formats without increasing operational overhead
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Improved visibility into campaign performance, accelerating optimization decisions
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Positioned CPX as a long-term revenue and performance engine for the business
Client Who Love Us
Thank you so much!
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