Innovation comes from the brilliant minds behind our technology, and this month’s Brains Behind Our Brand spotlight features Prateek Tripathi. As the Manager of Data Science on the ML Automation team, Prateek has spent the past five years refining machine learning and automation processes. His expertise in system design and problem-solving has been instrumental in scaling our capabilities and making complex processes more efficient and impactful. Beyond his technical skills, Prateek values Cognitiv’s fast-paced, collaborative environment, where he continuously explores new ways to enhance our technology. Get to know Prateek and his journey at Cognitiv.

1. Pronouns: He/Him
2. Role: Manager of Data Science 
3. Team:  ML Automation
4. How Long Have You Been at Cognitiv: 5 years 

Inside The Office

What does a typical day in your role look like?

Right now, a lot of my focus is on systems design and automation. As we continue to grow, we have “good problems.” We need to ensure our systems scale effectively, which means automating as much as possible. My day involves collaborating with our teams to refine our models, streamline workflows, and make sure our campaigns run smoothly. I also get to learn from the incredibly talented people around me, which makes problem-solving even more rewarding.

What do you love most about your role?

Problem-solving at a fast pace is what excites me the most about my role. Our work constantly evolves, and thinking about how our systems scale as we grow keeps things dynamic. I also love the energy and collaboration at Cognitiv—everyone is working toward solutions in their own way, and that shared drive makes the work environment inspiring.

What is a memorable moment when you felt like your work really made an impact at Cognitiv?

Two moments stand out for me. In 2022, I received the “Founders Award,” which was incredibly meaningful. That year was all about innovation—balancing execution with making space for new ideas. It wasn’t tied to one specific project but rather the collective effort of ensuring everything ran smoothly while enabling my team to push boundaries.

More recently, our work on Curation has been a game-changer. Collaborating with engineering, we built a system where users can input a few details, and campaigns are ready to go with just a few clicks. Seeing that transformation, where something previously complex is now seamless, was really rewarding. Plus, we continue to expand Curation capabilities, which makes it an ongoing and exciting challenge.

What advice would you give to someone joining #TeamCognitiv?

Be ready to be scrappy, innovate, and deliver. The pace here is fast, and that’s what makes it exciting. At a larger company, it can take a long time to see the impact of your work. Here, you see your contributions go live quickly, which is incredibly rewarding. That said, it’s a high-energy environment—so if you thrive on solving problems and moving fast, you’ll love it here.

Outside The Office

Is there a quote or piece of advice that has stuck with you throughout your career?

It’s not a quote but a piece of advice: Think deliberately about problems and dive deep. Say no to shallow work. The details matter, and I always aim to solve problems in a way that avoids revisiting them later. Taking the time to truly understand an issue upfront leads to better long-term solutions.

What would you do if you won the lottery?

Travel the world with my family. I’ve never been to Europe, so that would be at the top of my list—along with South America. Exploring new places and experiencing different cultures is something I’d love to do more of.

If you could switch roles with someone at Cognitiv for a day, who would it be and why?

I have two answers. First, someone on the product team, like Mukul, to better understand how we can solve problems using data science and machine learning. It would be interesting to explore pain points from a product perspective and think about how our technology can address them.

Second, someone on the features team—maybe Sonia or Steve. Our models rely on inputs, and I’d love to dive deeper into how we can refine those features to improve performance. Innovating on that front would be really interesting.

What do you enjoy doing outside of work?

I’m big into concerts and live music. I love exploring different venues and have been to almost every major one in the Seattle area. Traveling and sharing experiences with friends is also really important to me—whether it’s discovering new music or exploring new places, I enjoy experiences that bring people together.

Rapid-Fire Questions

• Coffee or tea? Coffee—medium and light roast.
• Morning person or night owl? Night owl, but trying to be a morning person.
• Favorite vacation spot? Goa, India, for the beach. Glacier National Park for the mountains. But I still want to visit Alaska and Hawaii.
• Favorite book or movie? Thinking, Fast and Slow (book). Movies—so many! Ferris Bueller’s Day Off, The Perks of Being a Wallflower, The Holdovers.

Team Shoutouts ‍

“Prateek serves as a crucial bridge between science, engineering, and ad operations, enabling seamless and effective cross-functional collaboration. He leads by example with his hands-on approach and tireless work ethic, earning the respect of everyone around him. Always willing to lend a hand, Prateek never hesitates to step in and support others, making him an invaluable member of the team.” — Heng Wang, VP, Machine Learning

“Prateek is an ‘OG’ at Cognitiv. He has contributed immensely to the evolution of Cognitiv and the fully flushed out Deep Learning Advertising Platform. He has been a key resource for the product team, helping to build out major offerings like Cognitiv’s Deep Learning DSP, Cognitiv Curation, Context GPT, and the Cognitiv Insights Suite. He is always willing to help and takes on any challenge with a rapid turnaround time. Along with his ‘doer’ mindset, he has been a great asset in filling knowledge gaps during multiple onboarding and reorganization cycles over the past four years.” — Mukul Yadav, Head of Product

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