ESPN – Transforming Streaming & Ad Monetization

At ESPN, legacy Adobe Flash video players and underperforming ad infrastructure created risks to both viewer experience and revenue. Viewers were demanding 4K content and seamless playback, while ad insertion failures directly impacted monetization.

I led ESPN’s platform transformation—migrating to HTML5 streaming, architecting for 4K scalability and driving a strategic pivot from FreeWheel to Google Ad Manager (GAM) to unlock more reliable and scalable ad delivery.


My Role
Streaming Platform Transformation:
Directed vendor evaluation, player migration and rollout of ESPN’s first HTML5-based live-streaming player. Ensured cross-device compatibility and uninterrupted revenue through the transition.

4K-Ready Architecture:
Modernized video pipelines and player frameworks to support 4K streaming, future-proofing ESPN’s content delivery as broadcast standards evolved.

Ad Tech Strategy and Execution:
Ran feasibility studies comparing FreeWheel and Google Ad Manager. Demonstrated performance gaps in FreeWheel and led strategic alignment with Disney to pivot to GAM—optimizing ad delivery across ESPN and future Disney streaming properties.

A/B Testing and Monetization Optimization:
Implemented controlled experiments to refine ad insertion logic, improving reliability and revenue delivery.

Operational Enablement:
Trained the Network Operations Center (NOC) in product discovery and internal tool development. Introduced a scalable QA automation framework to accelerate release cycles and improve system stability.

Key Outcomes
Launched ESPN’s first HTML5 live-streaming player, replacing Flash
Delivered 25% uplift in video engagement post-transition
Increased ad insertion success rates by 60% through pipeline optimization
Enabled 4K streaming readiness across platforms
Pivoted Disney ad strategy from FreeWheel to Google Ad Manager (GAM)
Reduced operational bottlenecks via NOC upskilling and QA automation


Why This Work Mattered

This work transformed ESPN’s streaming and ad tech foundation - protecting immediate revenue, improving customer experience and aligning the company’s digital video strategy for future growth and scalability.