Sole technical owner of a publisher monetization stack serving 340M+ monthly views across Desktop Web, Mobile Web, and AMP.
Immediate Joiner
About Priyabrata
Frontend Tech Lead specializing in Ad Tech, monetization, and large-scale Next.js migrations
7+ years as sole technical owner of a publisher monetization ecosystem at The Economic Times, with 15+ years overall building scalable frontend systems across enterprise, banking, and consumer platforms.
About
Frontend leadership with product focus
I build frontend systems that balance product speed, engineering quality, search visibility, and long-term maintainability.
Deep expertise in Google Ad Manager (GAM/DFP), Prebid.js, Amazon Publisher Services (APS), and Header Bidding strategy.
Led large-scale frontend migrations to React.js, Next.js, and TypeScript, improving Core Web Vitals across flagship products.
Designed a centralized ad configuration platform deployed across 8 repositories, standardizing implementation for new properties.
Migrated legacy XSLT applications to modern Next.js architecture, improving accessibility, maintainability, and performance.
Mentors frontend engineers and integrates AI-assisted tools (Claude, ChatGPT, Cursor, Codex) to accelerate delivery.
Ad Tech & Monetization
Sole technical owner of a publisher monetization stack
As sole technical owner of The Economic Times' publisher monetization stack, I architect ad solutions across Desktop Web, Mobile Web, and AMP — driving header bidding strategy, yield optimization, and platform standardization across 8 repositories.
Google Ad Manager (GAM/DFP)Prebid.jsAmazon Publisher Services (APS)Header BiddingTaboolaVDO.AIMagniteColumbia Ad Platform
Skills
Frontend, backend, cloud, and AI skills
Frontend
React.jsNext.jsTypeScriptJavaScript (ES6+/ES5)ReduxHTML5CSS3jQuery
Backend / API
Node.jsREST APIsJWT AuthenticationAxiosJSONMongoDB
Ad Tech & Monetization
Google Ad Manager (GAM/DFP)Prebid.jsAmazon Publisher Services (APS)Header BiddingTaboolaVDO.AIMagnite
Performance & SEO
Core Web VitalsLighthouseGoogle Search ConsoleChrome DevToolsSSR
Cloud & DevOps
AWS (S3)Linode (Akamai Cloud)GitGitHubBitbucketJenkinsWebpackBabel
AI-Assisted Development
ClaudeChatGPTCursorCodex
Experience
Career timeline and leadership path
May 2019 to PresentNoida, India
The Economic Times (Times Internet)
Tech Lead – Front End Development
- Serve as sole technical owner of the publisher monetization stack supporting 340M+ monthly views and 90–110M monthly visits, architecting ad solutions across Desktop Web, Mobile Web, and AMP using GAM/DFP, Prebid.js, APS, and Header Bidding.
- Designed and built a centralized ad configuration management platform (Next.js, React.js, Node.js) deployed across 8 repositories, standardizing ad implementation and cutting integration time for new properties.
- Directed frontend architecture and large-scale migration initiatives to React.js, Next.js, and TypeScript, improving Core Web Vitals scores and overall application performance across flagship products.
- Migrated legacy XSLT applications to modern Next.js architecture, improving accessibility, maintainability, and page performance.
- Built and shipped the ET Ad Management Panel, IPO Management Panel, and Subscription Management Panel (Next.js, React.js), giving business teams self-serve control over configurable ads and subscription data.
- Mentored a team of frontend engineers, leading development for Economic Times Web and Mobile Web platforms and establishing engineering best practices.
- Integrated AI-assisted development tools (Claude, ChatGPT, Cursor, Codex) into team workflows, improving code review turnaround and production velocity.
Mar 2016 to May 2019Noida, India
Infogain India Private Limited
Sr. Consultant
- Developed and enhanced the FedEx Print Online enterprise platform using React.js, JavaScript, CanJS, HTML5, CSS3, AJAX, and JSON, delivering scalable document printing, customization, and order management capabilities.
Jan 2014 to Mar 2016Pune, India
Capgemini India Private Limited
Consultant
- Built secure, scalable online banking features for the HSBC Banking Platform using JavaScript, Dojo, jQuery, AJAX, HTML5, CSS3, and JSON.
Oct 2011 to Sep 2013Noida, India
Samsung India Software Centre
Senior Software Engineer
- Developed Smart TV applications using JavaScript, HTML5, and the Samsung SDK.
- Led a multithreading migration initiative across 200+ Smart TV applications.
- Received the Best Mentor Award (2012) for outstanding contribution to team development.
Mar 2011 to Oct 2011Noida, India
ONS Interactive Solutions Pvt. Ltd
Senior Software Engineer
- Enhanced enterprise e-commerce platforms using PHP, MySQL, JavaScript, jQuery, AJAX, and Magento, delivering new features, bug fixes, and performance improvements.
Oct 2008 to Mar 2011Noida, India
Chetu (I) Pvt. Ltd
Software Engineer
- Built scalable e-commerce solutions for PC Game Supply using PHP, MySQL, JavaScript, jQuery, and AJAX, including secure payment workflows and digital product delivery.
Jan 2008 to Oct 2008Gurgaon, India
KLG SYSTEL LTD
Software Programmer
- Developed enterprise web applications for Isha Foundation, including a contact management system and an online event registration portal, using PHP, MySQL, JavaScript, and AJAX.
Apr 2007 to Jan 2008India
H114 Technologies
Developer
- Built a recruitment management portal using PHP, MySQL, JavaScript, and AJAX for managing job openings and candidate resumes.
AI Developer Workflow
Faster delivery with AI-assisted engineering
- ChatGPT and Claude for architecture planning, debugging, and technical documentation.
- Cursor and Codex for code generation, refactoring, and faster implementation.
- AI-assisted code review integrated into team workflows, improving turnaround and production velocity.
- Mentors engineers on integrating AI tools responsibly into day-to-day development.
- Actively expanding skills in Python, AI tooling, and automation.