Melinda Han Williams is bringing scientific rigor to ad tech in her role at audience solutions company Dstillery, where she's pioneering a new, ID-free way of targeting customers.
The former physicist, 38, oversees the company’s new ID-free Custom AI product. Having kicked off its development in January 2019, a whole year before Google announced it would no longer support cookies in Chrome, Williams was already ahead of the game. The tech works by using privacy-friendly signals to predict which ad impressions will be most valuable to each advertiser. Its recent patent award marks Williams’ fifth as an inventor across both physics and ad tech.