Nine-year Google veteran Sreekant Lanka, former head of programmatic, has left to lead paid media at iQuanti.
The company recently launched a platform for search supported by analytics. The enterprise search engine optimization platform aims to make campaign decisions more predictable for SEO professionals.
Now, iQuanti is working on paid solutions to drive much better targeting and greater effectiveness. Lanka will lead the effort.
“I like the data-driven philosophy at iQuanti, specifically when looking at marketing, combined with its unique position in SEO,” he said. “I thought I could bring my learning and experience in the paid side to come up with a more comprehensive story.”
In his new role, Lanka now leads iQuanti’s analytics-driven paid-media practice and will oversee all paid products, including programmatic, social and search.
Lanka brings more than 20 years of digital advertising experience to iQuanti’s paid-channel business and will oversee iQuanti’s channel SMEs, solution specialists, and paid-media campaign operations.
“Usually agencies and media folks only think about bits, budgets, and the monetary aspects,” he said. “The landing-page quality and how well that works are not as easy to grasp.”
During his years at Google, Lanka worked in different areas ranging from Google Ads -- called Google AdWords at the time -- to programmatic. During that time he also held senior positions within Google sales in Mountain View, California.
Lanka also worked as a Strategy Consultant at Accenture, prior to his time at Google, where he worked with financial services clients to drive operational efficiency of technology and realizing the value of their IT investments.
He also serves as an advisor and investor to a few startups in India to help guide their marketing strategy. Educated in both India and the United States, Lanka holds a Bachelor’s degree in electrical engineering from Andhra University. He also studied computer science at Texas A&M University, and received a MBA from INSEAD.