# Arif Onur Hangişi

Ad Tech, Measurement & Automation. Ten years in performance marketing.
Also written as Arif Hangişi or Arif Hangisi.

> Nobody wants another tool. They want the result.

I build the systems performance marketing runs on: measurement, automation and AI, working as one.

## Thesis

Brands don't buy tools. They buy the result. Dashboards, platforms and seats are the means; what a brand wants is the number moving the right way, and someone accountable for it. Performance marketing is turning into service that runs on software: the machinery stays behind the work, and the result is what gets delivered. Getting there takes four things.

1. **Measure first.** If the signal is wrong, every optimization built on it is wrong.
   Behind it: server-side tracking, conversion APIs and MMP events at Mindshare; GTM, GA4 and pixel architecture at Sempeak.
2. **Automate the operation.** Reporting, data integrity and routine checks run on their own, so people spend their time on decisions.
   Behind it: organization-wide automation on APIs and Python, and end-to-end campaign reporting pipelines across global accounts.
3. **Spend against outcomes.** Budgets follow what each channel returns, not what it returned last year.
   Behind it: media mix modeling and yearly budget allocation against strict ROAS targets at Mindshare, where I set up the performance marketing team across Google, Meta, TikTok, Criteo and RTB House.
4. **Build what's missing.** When the right tool does not exist, I write it.
   Behind it: applications built end to end, from data model to deployment. This site is one of them.

## Career

- **2023 – now · WPP Media Türkiye** · Ad Tech & Automation Director. Organization-wide automation on APIs and Python; end-to-end campaign reporting pipelines across global accounts; global ad tech tools brought to the local market, with advice on vendor selection and architecture.
- **2021 – 2023 · Mindshare** · Performance Marketing Director. Media mix modeling and yearly budget allocation against strict ROAS targets; server-side tracking, conversion APIs and MMP events.
- **2019 – 2021 · Sempeak** · Performance Marketing Team Lead. Digital marketing plans and budgets for a diverse client portfolio, and the team behind them; GTM, GA4 and conversion pixel implementation.

Stack: Python, BigQuery, Google Ads API, Meta Marketing API, GTM, GA4, DV360, server-side tracking, TypeScript, Cloudflare Workers.

## Measurement

The site runs six measurement methods in the browser on synthetic data with a known answer, and shows each estimate next to the truth: seasonality and trend, adstock (carry-over), sufficient level (response curves and break-even), brand-search cannibalization (on/off test), a media mix model, and causality (synthetic control with placebo cities). The data is synthetic; none of it is client data.

## The page itself

Every visit is treated as an OpenRTB-style bid request built from what the browser already exposes. Four sides of the profile (director, builder, performance, measurement) bid for it in a first-price auction with bid shading, budget pacing, a dynamic floor and an online pCTR model. The page sets no cookies and loads no third-party scripts.

## Research

- [Web Measurement Report Card: Türkiye](https://arif.media/reports/web-measurement-report-card-turkiye/): how Türkiye's 10,000 most visited websites measure, manage consent and act on data, compared with nine countries.

## Contact

- Email: arif@arif.media
- LinkedIn: https://www.linkedin.com/in/arifhangisi
- GitHub: https://github.com/arifhangisi
- Google Developer: https://g.dev/arifhangisi
- X: https://x.com/arifhangisi

Turkish version: https://arif.media/tr/