Joel C Melby

The multi-year project included developing, integrating, and certifying new display systems for fixed outdoor and rolling stock (subway and light rail) applications, ruggedized 4G/WiFi networking, an IoT-scale remote management platform, and a cloud-based advertising content management and optimizing scheduler system.

I recruited, built, and led the engineering team of 30 people located across the globe, coordinating requirements across the organization (product management, IT, operations, sales, and finance), negotiating technology partner and vendor agreements, and working with state officials to get the solution piloted, certified, and accepted. The platform unlocked a 5x increase in transit advertising revenue and significantly enhanced the rider experience for NYC commuter rail and subway riders.

The Trollee smart retail solution enhances the retail experience with personalized recommendations, wayfinding/journey planning, and self-checkout while providing the retailer and brands with location-based promotional and advertising exposure in the last stage of the consumer's journey.

I defined the product offering and solution architecture, integrating 3rd-party digital out-of-home ad tech, indoor positioning, and an Android-based smart shopping cart using my client's edge computing appliance as the integration point. The solution was demonstrated at a major retail trade show, providing significant trade press and retailer exposure for my client and their partners.

The end client was a Tier 1 mall operator that needed to enhance its media sales offerings with impression-based options while optimizing the revenue generated from its infrastructure investments.

I architected a solution that integrated my client's data-driven optimizing campaign manager with its digital signage infrastructure, Salesforce, and audience measurement data provider. I then led the cross-functional team that developed and delivered this solution.

To ensure on-time delivery and client satisfaction, I developed and tested a pricing engine (Java 14, Quarkus, and an open-source business rules engine) that fully supported the end client's complex pricing models and constraints. The solution was delivered on time and within budget, allowing the end client to meet its revenue and operational objectives.

I developed the TVOnTap specification for programmatic buying (reserved and auctioned) of linear TV ad inventory at Clypd. Then, I led an industry consortium (GABBCon) to adopt the specification as an industry standard.