Search and Brand Monetisation Platform

Blinkit had significant untapped monetisation potential in its app real estate. Brands were interested in paying for preferential placement — on home page banners, in search results for specific keywords, and across other high-visibility surfaces. But the company had no pricing framework, no instrumentation to support it, and no reporting capability to give brands confidence in what they were buying.

Design the analytics backbone for an internal performance marketing platform that would allow brands to bid for app real estate, receive credible pricing based on actual engagement data, and get transparent performance reporting on the placements they had purchased.

The work had three connected layers. First, designed and implemented an instrumentation system that tracked interactions, click-through rates, and downstream sales for every asset across every placement type and position. Second, built the engagement and conversion models that used this data to calculate the baseline value of each asset — giving the commercial team a defensible basis for setting bid ranges. Third, built the brand-facing reporting layer: detailed reports showing impressions by page and position, clicks, and revenue generated per placement, giving brands full transparency into the return on their spend.