Lead Engineer, Samsung Ads | Bangalore, India
Anuj Arora
I'm a backend engineer at Samsung Ads in Bangalore. I spend most of my time on the systems behind the Samsung DSP, and lately on Plan Assist, an AI agent that turns advertiser RFPs into media plans.
I work mostly in Go, Python and Ruby on Rails, with enough React to ship the front end of what I build. I like writing the design doc before the code, and finishing a migration by deleting the old path.
Short on time? anything about my work.
01Work
Samsung Ads, Samsung Research Institute, Bangalore
Lead Engineer
Jan 2025 - PresentPlan Assist
An AI agent that reads advertiser RFPs and produces forecasted media plans inside the DSP, using CrewAI, LangChain, LangGraph and FastAPI on AWS Bedrock; it handles 500+ RFPs a month and cut processing from about 45 minutes to 10 per request.
Geo-data migration and postal-code targeting
Led the move of all DSP geo targeting from MaxMind to Digital Element before the old contract ended, protecting around $10M in campaign revenue, then built postal-code targeting on the new data.
Software Engineer
Aug 2022 - Dec 2024Authorization Service
Designed and built a shared authorization service from scratch in Go (RBAC and ABAC), serving 200+ requests per second at a p99 of about 20ms.
Observability and CI/CD
Moved the DSP's metrics to Prometheus with Grafana dashboards, and rebuilt its GitHub Actions pipelines with linters, caching and parallel tests.
Engineering Jam Session
Started and organized an Engineering Jam Session at Samsung Research Institute, so engineers across teams could share what they were building and learning.
Campaign pacing
Introduced custom date-based budget allocation for campaign pacing, beyond the standard pacing modes, which helped onboard new clients.
I review a lot of my teammates' code (about 300 pull requests so far), write design docs and runbooks, own incidents through to the postmortem, and have taken four designs through the Architecture Review Board.
02Projects
Things I build outside work, because I enjoy it.
Milo
2026A voice-first learning experience where students invite Mahatma Gandhi, Dr. APJ Abdul Kalam, Netaji Subhas Chandra Bose or Albert Einstein onto a theatre stage or into their classroom and talk with them in real time.
03Skills
Languages
Go, Python, Ruby, SQL, JavaScript, TypeScript
AI & agents
LLMs, CrewAI, LangChain, LangGraph, AWS Bedrock
Frameworks
Ruby on Rails, FastAPI, React, GraphQL
Infrastructure
AWS, Docker, Kubernetes, Terraform, ArgoCD, GitHub Actions
Observability
Prometheus, Grafana, PagerDuty
04Education and more
2018 - 2022
B.Tech, Computer Science
Maharaja Agrasen Institute of Technology, Delhi, CGPA 9.29/10
2018
Class 12, PCM with Computer Science
Kendriya Vidyalaya, Delhi, 93.8%
Off the keyboard
I love working out, running, playing the flute and chess.
Hackathons and people
I love going to hackathons in Bengaluru and networking with different folks.
05Contact
Let's talk.
Happy to chat about backend systems, AI agents, ad-tech or whatever you're building. Email is the quickest way to reach me.
