Beyond the platform: TeqBlaze’s structured approach to growth

Few industries move as fast—or get as technical—as programmatic advertising. Building bleeding-edge ad platforms is only half the battle in ad tech; the other half is about delivering them efficiently, reliably, and at scale. This is where actual business value lies.

Illia Ponomarenko, Chief Delivery Officer at TeqBlaze, understands better than most that for business owners, success hinges on how the product is supported and evolved in the long run. With a versatile background, he built a structured delivery framework emphasizing a personal approach, agility, and accessibility. It is a client-centric model that brings clarity to complexity and results to partners.

In this interview, Illia reveals the secrets of TeqBlaze's delivery process—from forming client squads to rolling out frequent updates without disruption—and explains why thoughtful delivery is the key to long-term partner growth.

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Yanina: Illia, you’ve had quite a journey in technology. What key experiences shaped your career before joining TeqBlaze?

Illia: Before joining TeqBlaze, I had the opportunity to build a well-rounded foundation in the ad tech space through various roles, including Business Development Manager, Account Manager, and Project Manager. This diverse background gave me a comprehensive understanding of the industry, from client engagement and sales strategy to project execution and operational workflows.

Later, I transitioned into FinTech and other domains, where I gained critical experience in Delivery Management, overseeing multiple projects across different teams and stakeholders. Building on that, I moved into consultancy, helping companies launch new initiatives from the ground up. This included everything from early concept work and mock-up design to roadmap planning, budgeting, team assembly, and establishing operational processes.

I always aimed to create scalable, efficient frameworks that allow companies to grow independently. These cross-industry experiences have strengthened my strategic thinking and hands-on execution, which I now bring back into the ad tech space with a refreshed, well-informed perspective.

As Chief Delivery Officer, you sit at the crossroads of technology and execution. What does success look like in your role?

Given the nature of our domain and TeqBlaze's role as a technology provider, success in my role as Chief Delivery Officer is defined by two key elements: internal team alignment and external partner satisfaction.

Internally, success means having a well-structured, motivated, and scalable team—one that operates with clarity and agility and is always prepared to meet new challenges. A healthy delivery team isn't just about productivity—it's about creating a work environment where people feel ownership, trust, and pride in what they do.

Externally, I strongly emphasize understanding and aligning with our partners' expectations. I actively seek their feedback and treat it as valuable input to adjust our strategy and continuously improve our service. Ultimately, success for me is when we can confidently deliver high-quality solutions while ensuring our teams and partners feel heard, supported, and satisfied.

How do TeqBlaze's workflows stand out in a crowded ad tech space? Are there any unique processes or methodologies distinguishing you from other companies?

What sets TeqBlaze apart is our commitment to continuous improvement and personalization at scale. Recently, we've embarked on a transformative journey, re-evaluating and refining our workflows across the Tech and Service departments. The core vision is our belief that every client deserves tailored support—regardless of how quickly our client base grows. That personalized, high-quality service is our key edge to every partnership.

To bring this vision to life, we've adopted a squad-based structure, where teams are organized by ICP (Ideal Customer Profile). Each squad focuses on a specific segment—whether it's DSPs, SSPs, or other platform types. This setup ensures that every partner is supported by a team deeply familiar with their business model. For instance, a partner working with us as an Ad Exchange will be assigned to one of the squads that exclusively works with Ad Exchange partners. That team—comprising engineers, business analysts, and service reps—brings focused expertise, understands the domain-specific challenges, and can proactively offer strategic input and support.

This model enhances the quality of our service and builds stronger, more collaborative relationships with our partners. It's an evolving approach, and we expect it to grow and adapt to the industry's demands year over year.

In your view, does this type of structure maximize client service quality? What development points do you see for the future?

Yes, this structure significantly enhances the quality of client service. Building tightly-knit squads and assigning them to a focused group of partners fosters a sense of ownership within the team. Each squad treats its assigned partners not just as clients but as its own portfolio, taking responsibility for outcomes and long-term success.

This close-knit collaboration allows for faster delivery cycles and more transparent communication. Since every squad member is familiar with their partners' needs, priorities, and platform specifics, they can quickly react to urgent issues and provide highly individualized support.

Looking ahead, my goal is to evolve this model further by establishing a biweekly product update cycle for each partner. This would ensure that our platform continuously adapts to meet their evolving needs. And in a space like ad tech, where trends shift quickly, responsiveness is key to staying competitive.

What makes white-label technology the best choice for entrepreneurs and companies looking to enter the ad tech space compared to building a platform from scratch?

In my view, the decision between white-label solutions and building a platform from scratch ultimately depends on the team's expertise and the company's business goals.

Creating a proprietary platform may sound appealing—it offers complete control and the ability to build according to your vision. However, when companies attempt this by outsourcing development, they often encounter serious challenges: insufficient technical oversight, misalignment with business needs, and an inability to scale effectively. This approach demands significant resources and long-term investment, often resulting in budget overruns, delays, and an extended time-to-market. And even if the platform is delivered, maintaining and evolving it to stay competitive in a fast-moving industry becomes an ongoing burden.

White-label solutions, by contrast, offer a faster, lower-risk path to market. They eliminate the need for an in-house tech team and let entrepreneurs focus on business strategy, client acquisition, and growth. One of the key reasons white-label platforms are so prevalent in ad tech is that even small teams without strong technical backgrounds can successfully operate and grow their business. The technology layer is already handled—so you skip the complexities of tech hiring, infrastructure, and development cycles.

For many, it's the ideal way to validate a business model, scale quickly, and reduce operational complexity—without sacrificing quality or performance.

To dot the i's and cross the t's, let's discuss customization and scalability. What are TeqBlaze's advertising platforms' limitations in this regard?

At TeqBlaze, we don't offer a static product. Instead, our platforms are designed to be highly customizable and scalable, allowing each partner to shape the solution around their specific business needs. That means there are virtually no limitations when it comes to customization.

Our goal is to empower partners to adapt the platform—not just use it. Whether implementing unique business logic, custom workflows, or tailored features, we provide the flexibility to evolve the solution in line with each client's strategy.

Of course, that level of adaptability presents its own challenges—especially when it comes to ensuring frequent, high-quality updates across a wide range of customized instances. But we see that as part of our commitment to delivering long-term value. It's not just about keeping the platform current; it's about ensuring every client's version of the platform continues evolving with their goals.

AI solutions and machine learning are shaping ad tech now. How do these technologies enhance the performance and efficiency of TeqBlaze's platforms?

AI and machine learning are indeed transforming the ad tech landscape. Still, at TeqBlaze, we approach these technologies with a focus on real value, not just flashy headlines or AI buzzword bingo. That means any AI adoption must be airtight in terms of security, privacy, and reliability. Right now, we’re already using in-house machine learning algorithms to optimize performance across our platforms—fine-tuning bidding strategies, boosting campaign efficiency, and improving traffic quality. And we do it all without compromising on data safety.

At the same time, our R&D department is developing some exciting AI-based tools—like innovative solutions for bid request quality verification. And here's a teaser: we're designing systems that can work completely offline. Yep, no internet access is required. Why? Because no internet = no leaks. Data stays where it should.

Oh, and while we're on the topic... let's say our in-house AI assistant is in the works. I'm not saying it will change your life, but I’m not saying it won’t either. It will be wise, helpful, and the right amount of sassy. But hey, who am I to spoil the surprise? You'll have to wait for Olga Zharuk to spill the details.

Bottom line: We don't jump on tech trends for the hype. If we introduce AI, it's because it solves a real problem, delivers real results, and adheres to our core values—like keeping our partners' trust and data rock-solid.

With frequent product updates, how do you ensure that businesses benefit from the latest innovations without disrupting their operations?

Since our platform is highly customizable, we focus on delivering updates that improve the experience without disrupting unique setups. Many clients use complex custom logic, so updates require more than a simple patch. To manage this, we take a collaborative approach. 

When an update potentially conflicts with an existing customization, we engage directly with the partner to assess the best course of action. That means offering multiple options: they can keep their current custom implementation, adopt the updated product logic, or work with us to find a hybrid solution that integrates the best of both.

This process ensures that updates remain valuable and relevant while respecting the integrity of each client's setup. It's not just about rolling out innovation—it's about doing it thoughtfully, aligning with each partner's goals and operational flow.

Beyond the technology itself, what kind of support does TeqBlaze offer to help clients scale their businesses and maximize profitability?

At TeqBlaze, we believe that technology is only part of the equation—true success comes from combining powerful tools with a deeply embedded, hands-on support model. That's why we've structured our service team to respond to and actively contribute to our partners' growth.

Each client is assigned a dedicated Account Manager and Customer Success Manager who works closely with them to ensure they use the platform effectively and strategically. Depending on the partner's goals and scale, we also offer on-demand access to a wide range of specialists. These experts can embed within the client's in-house team, helping to fine-tune operations, identify growth opportunities, and build a winning programmatic strategy.

This isn't a one-size-fits-all support model. It's a collaborative, high-touch approach designed to help our clients navigate and lead the ad tech landscape. Every partner's success is personal for us, and we're ready to roll up our sleeves and make it happen.

Ad tech can feel overwhelming—what’s the biggest myth holding businesses back, and what’s your message to those hesitating to dive in?

The biggest myth is that you need deep industry experience from day one. That hesitation is widespread when companies explore ad tech as an additional business direction—they're unsure how the platforms work, what KPIs to focus on, what volumes are realistic, or even where to begin. But that experience isn't a must.

Yes, the space can feel overwhelming at first. But that's precisely why we place such a strong emphasis on education and guidance. At TeqBlaze, we don't just provide technology—we provide people who can walk you through every step. We help demystify the ecosystem, break down the concepts, translate the jargon, and work with you to craft a clear strategy based on your specific goals and resources.

We're also here to recommend trusted partners such as ID5, tools and technologies such as Prebid header bidding, and third parties to support your operations. Likewise, we participate in IAB Tech Lab working groups that allow us to navigate clients through the latest trends and industry transitions in real-time. So, to those hesitating, you don't have to figure it all out alone. With the right support, the path becomes manageable and full of real opportunity.

Finally, if a business is considering TeqBlaze's solutions, what should be their first step to get started?

The first step is simple: contact our sales team and share your business goals. Whether you already have a clear vision or are just starting to explore opportunities in ad tech, we'll guide you from there.

Our team will help assess your needs, explain how our solutions align with your objectives, and walk you through the best way to get started. From strategy to onboarding, everything else is on us. We're here to make the process smooth, efficient, and tailored to your success.