Client was in the process of overhauling legacy processes in their ad tech division that relied on duplicative manual tasks maintained in spreadsheets. For the development of their new ad campaign planning tool, we defined the product requirements and use cases, along with initial wireframes and mockups. In addition, we assessed the organization's existing portfolio of ad tech products as a whole, including those of recent acquisitions. We made recommendations on portfolio optimization through an analysis of each advertising product in the context of the overall advertising value chain and market landscape.