Karolina BendrykWhat does it take to be the architect of game-changing products? We explored this with Olga Zharuk, Chief Product Officer (CPO) at TeqBlaze. Her vision transformed the company in just one year, moving it from a reactive, client-by-client approach, to a proactive, product-led strategy.
In this interview, we discussed the journey of this transformation. Olga shares her role in it, how her previous professional experience helped, and offers her vision on the real business value of curation and AI.
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Karolina: Olga, let’s start from the very beginning. What were your early steps in your career?
Olga: I started as a Support manager for dating platforms. It was an interesting time; I learned so much, especially about user feedback—how to collect and process it effectively. Later, when I transitioned into product management, I learned how to utilize feedback to enhance a product. It’s not just about listening; it’s about asking the right questions, filtering out all the noise, and identifying points to transform them into a product’s features. That mindset helped me throughout my career.
But why AdTech? Dating is a totally different industry.
True. My journey to AdTech began with my second job at a product IT company. As a product manager there, I worked closely with both creative and sales teams, and I became utterly fascinated by how advertising technology works behind the scenes. So, when the opportunity to join TeqBlaze arose, it felt like a natural next step.
You’ve grown from Product Manager to Chief Product Officer at TeqBlaze. How did your responsibilities shift, and what changed in how you approach the work?
The difference is massive. As a Product Manager, I focused on one specific product or feature. I had the space to go deep, but not necessarily wide. Now, as CPO, I oversee the strategy across our entire product suite.
My role includes three main areas. The first one is market research. I study trends, listen to client feedback, and analyze product performance. Second is strategic planning: determining which features to add, which to drop, and what to prioritize. And third, external communication. I represent TeqBlaze at industry events like Prebid, IAB, and Possible, where we not only exchange insights but also validate our ideas directly with industry leaders. I operate with all three directions simultaneously, and this is precisely what enables us to create cool features and solutions, like the curated deals we're preparing for release right now.
Let’s talk about your approach to business planning and strategy. To be more specific, how do you build the annual roadmap for TeqBlaze’s products? What guides your priorities?
The nature of AdTech is dynamic. Any new trend can impact the roadmap, so we avoid rigid long-term plans. Still, we always define a core set of priorities for the year.
These priorities come from three key sources: client feedback, performance data from our platforms, and trend signals from the wider industry. I analyze them with the central question in mind: What will help our clients grow faster and operate more efficiently?
When I find answers, they don’t just get added to a backlog. They go into a structured development plan with a measurable impact. Flexibility is key, but the focus is on everything.
Since becoming CPO, you have seriously upgraded TeqBlaze’s approach to product development. Tell us, what exactly did you change?
I focused on a few key areas, but the most impactful change was shifting us from a client-driven to a product-driven model. Previously, we operated on a case-by-case basis, tailoring features to each client's individual needs. This approach made us slower and significantly increased the risk of errors.
Now, we operate with a unified core product, with our efforts focused on scalable improvements. Each update is strictly informed by our product roadmap. Releases are versioned—for instance, 2.7 or 2.7.1—and rolled out systematically, ensuring every client receives improvements simultaneously.
The result? New releases come out faster—we now need half the time compared to before, though exceptions still do occur. We follow a strict roadmap for client updates, so features are delivered on a scheduled timeline, not chaotically as before. In-team communication has improved as everyone works under a unified scope of features, rather than separate scopes for each client, as was previously the case. The best part? We do not just make our platforms better—we make them future-ready. The new approach enables us to release features that the market demands in advance, rather than responding to one-off requests.
You collaborate with IAB Tech Lab. What does that look like, and why is it important for your role?
I joined several working groups: Curation Framework Working Group, Programmatic Supply Chain, and Trusted Server. The goal is not just learning more; it’s about enhancing our white-label technologies. Through this communication, we gain early visibility into upcoming standards, which enables us to prepare beforehand. We also get insights to test our solutions on specific industry problems, not in isolation.
By the way, what’s your take on curation?
Honestly, I don’t see curation as something radically new. It uses familiar PMP logic but offers a higher value: freedom. Publishers and supply partners must decide what to include in the deal and whom to sell it to. With that in mind, we are building our own solution for curated deals.
Yes, you mentioned this solution before. Tell us more about it. What makes it unique?
Most curated deals on the market still involve third parties or preset targeting. We took a different route. We built a tool that empowers supply partners and publishers to set up, package, and sell curated deals on their own terms. They can add content, context, audience, and performance signals. Then, they provide access to their chosen buyers – whether it’s two or twenty-two, it doesn’t matter. The point is that publishers and supply partners can sell their deals directly to buyers without the need for intermediaries. We're still testing our solution, but it will be ready to launch soon. For now, anyone interested can join the waitlist to gain access once we've completed our preparations.
TeqBlaze is working on another new product, specifically TeqMate AI. What does it do, and why does it matter?
TeqMate AI is our smart assistant for AdOps teams. It scans platform setups, flags inconsistencies, and alerts the team to anomalies in metrics before they become real problems. This helps AdOps teams work more effectively, allowing them to focus on new tasks instead of addressing old ones. TeqMate can also assist those without a large AdOps team, who often lack the time for frequent and thorough checks of campaign configurations.
What about security? AI isn’t considered the most reliable tool when it comes to privacy.
That’s a fair question. TeqMate AI is not connected to the internet. It trains exclusively on the data of the specific client using it—nothing more. Additionally, the client decides what data the assistant is permitted to access. So, yes, TeqMate is secure by design.
Will TeqMate AI eventually replace AdOps specialists?
No. TeqMate AI is created to assist, not replace. Humans still make strategic decisions, handle complex setups, and manage exceptions—AI can’t deal with them. However, what it can do—and already does—is to reduce repetitive manual work, highlight hidden issues, and prevent costly mistakes.
Over time, we’ll continue to expand its capabilities, adding suggestions, deeper analytics, and more automation. But always as a co-pilot, not a substitute.
What’s next for TeqBlaze’s product ecosystem beyond TeqMate AI?
We focus on two main areas: smarter algorithms and better scalability. The first one is about machine learning — we want our algorithm to perform better and faster. Take Smartfloor as an example. It is created to provide an optimal bid floor for each auction. This requires real-time analysis of vast amounts of data that are constantly changing. Smartfloor must continually evolve to operate effectively.
Second, as our client base grows, so does the amount of data we process. That’s why we’re optimizing how we handle big data without losing performance.
And, of course, we continue to improve the UI. The goal is to make our platforms as easy to use as possible, even as they become more complex under the hood.
Now, a quick shift to a personal question, if you don’t mind.
Sure.
Tell us about your life outside of work. What helps you recharge?
Movement, I think. I do fitness regularly—even if I don’t have time for a full session, I’ll still fit in a short workout. It clears my head, especially after a long day of decision-making.
I also love traveling; every trip is a reset and a reminder to look at things from a different perspective. And yes, I genuinely enjoy attending industry events. It may sound like work, but those conversations with peers often inspire new ideas. And above all, my son. Watching how he discovers the world reminds me of the importance of staying curious, even in the business world.
And finally, what would you say to potential TeqBlaze clients reading this interview?
Our goal is to help you grow faster. For this, we need your feedback. Communication is its primary driver. So, talk to us. Share your goals, your blockers, or your fears—even if it’s tough. We don’t upsell or push features; we listen and offer a solution. If you need a partner who listens and understands you, we’re here for you.
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As you can see, TeqBlaze has undergone significant changes over the past year. We’ve learned to listen more closely and to think ahead, anticipating your problems before you even notice them. It takes hard work and, most importantly, top-notch analysis, but that is how the best solutions come true. Our white-label technologies solve real problems rather than just hype around them. Our clients successfully scale their businesses. And we will continue to support them.
Have questions? Ask right away. Still not sure? Get to know us better.
