Chennai, IndiaMaking paid media measurable, explainable and increasingly autonomous.

Sundar Ramesh Kumar

Marketing leader and AI marketing systems architect. Ten years in paid media and analytics, from Chennai. I build the measurement instruments the work runs on, and publish how each one decides.

Follow on LinkedInlinkedin.com/in/sundarrameshkumarThe record/about

9 posts publishednewest 17 Sept 2026

10 years in paid mediasince 2016

People reached

₹2.86 / next personat ₹1 crore, reaching 44.47 lakh

Campaign budget

Figure 1: a model, not a measurement. Drag the line, or use the control, and read what the next person costs. It is drawn from two stated numbers — 1.2 crore reachable people, and ₹1.80 for the first of them.

Impact

77%
higher app revenue
Clovia
3x
installs and first trades
Dhan
68%
lower cost per account open
Niyo Global

All 25 engagements, each with what measured it

The bench

Figure 2. YouTube Reach Planner

At this budget, is the next rupee still worth spending here?

Shipped: 17 Sept 2026
Status: live
Runs on: the operator console

One budget of ₹1.5 crore across two markets: a metro of 1.2 crore reachable people where the first person costs ₹1.80, and a tier-2 cluster of 45 lakh where the first costs ₹1.10.

Share to the metro

What the next person costs, the budget and the people reached in each market at the current split
Market	Next person	Budget	Reached
Metro	₹2.55	₹75 lakh	35.2 lakh
Tier-2 cluster	₹5.01	₹75 lakh	35.11 lakh
Total	—	₹1.5 crore	70.31 lakh

Metro

Next person: ₹2.55
Budget: ₹75 lakh
Reached: 35.2 lakh

Tier-2 cluster

Next person: ₹5.01
Budget: ₹75 lakh
Reached: 35.11 lakh

Total

Budget: ₹1.5 crore
Reached: 70.31 lakh

The best split puts ₹1.02 crore into the metro and reaches 73.1 lakh people. This one leaves 2.79 lakh people unreached for the same money.

A model, computed in your browser from the parameters printed above it, which you can change. The instrument itself signs in against a live account; nothing on this page touches one.

How the YouTube Reach Planner decides/systems/youtube-reach-planner

Writing

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The archive

Awards

Best Cross-Channel Programmatic Campaign
Programmatic Asia Awards, 2026
Best Audience Segmentation Strategy
Programmatic Asia Awards, 2026
BFSI Marketing Campaign of the Year
BFSI Awards, 2025
Bronze
Best Brand Campaign of the Year
e4m Retailex Awards, 2024
Made Us Look
Spotify Hits 2024, 2024
Bronze
Best Effective/Measurable Campaign
e4m Real Time Programmatic Advertising Awards, 2024

22 more, with the documents behind them

Method

Calculation before interpretation. Assumptions on the surface. A person approves. Reproducible or it did not happen.

What each rule is guarding against