Operating within the ever-changing advertising technology space, CtrlShift goes to market through flagship product, The Hub, an enterprise programmatic advertising software for unified media planning, activation and insights.The offering aggregates platforms – such as social, search and native – to streamline digital media management and help brands and agencies extract more value from programmatic activities.As the lead creator, Chief Technology Officer Ganga Chirravuri's core focus has centred around developing and driving a unified ad tech platform via The Hub.Driven by market demand, Chirravuri and his engineering team have worked on a standardisation initiative to build standards for APIs, helping transform the product into an automated media buying space.A key area of success has been the “normalisation, standardisation and unification” of media buying workflows and metrics to bring operational efficiencies to the media buying processes, helping businesses focus on core strategies in the process.Chirravuri has also introduced “common sense” data science modules and features into the platform, taking advantage of low-cost public cloud based infrastructure, technical libraries and relevant talent.This is in addition to building and outlining frameworks and models, both to CtrlShift internal teams and external clients, helping users visualise innovation in the digital industry and adopt it for success.