Ember
🔍 Entity · Person

Andrew Tay

10 mentions across 2 BUs — 7 facts, 3 signals.

Where this person shows up

BU breakdown of mentions

  • iAds8 mentions
  • Subscriptions2 mentions

Mention timeline

Every fact and signal naming Andrew Tay, newest first

  • signal
    iAds
    Trip.com is one counterparty fragmenting across three BU workstreams
    Three independent Trip.com problems are running in parallel across three BUs with no unified account view — Trip will see one stressed partner relationship, IA is managing three disconnected tickets. — Trip just named IA #1 partner. The next escalation call lands without a single account narrative — Andrew Tay, Sam Yap, and Lindsay are each holding a third of the picture.
  • signal
    iAds
    TikTok is now a load-bearing dependency across three BUs simultaneously failing
    TikTok exposure is concentrated in three different ways across three BUs, and each is impaired in the same week. The risk is being managed BU-by-BU; nobody is holding the consolidated TikTok relationship. — The partner that just publicly named IA #1 is being shown three failure modes at once — broken validation, stalled commercial negotiation, and concentration that's now structural. JC, Andrew Tay, and Wing Loon each own a slice; no one owns the relationship.
  • Subscriptions
    CORRECTION — "iAds Social Project" is NOT related to iAds publisher
    Previous entries (2026-05-14 and 2026-05-15) incorrectly conflated "iAds Social Project" (aff_id 1008463) with iAds the publisher. This is wrong: - **"iAds Social Project"** is a Publisher Growth publisher managed by Sam Yap (Enterprise PG). The "iAds" in its name is misleading — it has zero operational connection to iAds as a publisher. - **iAds** is a publisher on Involve Asia's platform managed by Andrew Tay — they send traffic to platform offers just like any other publisher. - Sam's ISP and iAds publisher are unrelated entities. They both send traffic to the same platform offers (Shein, Trip, Klook, Oppo ID) but that's coincidental — any publisher can target those offers. - **Validation pipeline** is Group Services (Wing Loon), not iAds. Corrected diagnosis: Sam Yap manages an ISP publisher that is firing 3.5k clicks/day with zero conversions on Shein, Trip, Klook, Oppo ID. This is a PG ops issue — publisher traffic quality or postback misconfiguration. Nothing to do with Andrew Tay or iAds.
  • iAds
    iAds primary team goal — legitimate sources to 30% of revenue
    The iAds team's stated primary goal (Andrew Tay, Basecamp message) is to lift legitimate-source revenue to 30% of total, against a current baseline of 90%+ grey-area. Every iAds initiative — offer expansion, publisher recruitment, Cookie Stuffing compliance review — is framed against this 30% target. Use this as the durable iAds strategic anchor, not weekly ROI%/ROI$ tracking.
  • Subscriptions
    iAds zero-conversion period is NOT validation backlog — diagnosis revised (HISTORICAL — see CORRECTION below)
    **CORRECTION 2026-05-15: "iAds Social Project" has no connection to iAds publisher. See full correction entry below.** Investigation 2026-05-14 BQ deep-dive: the 14-day zero-conversion period across certain publishers (last validated conversion 2026-04-29) is **not** a validation-pipeline collapse. The BUP-1 framing as "validation backlog · realization rate 5.6%" was wrong. The actual story is two distinct operational issues across two publishers: **ISP publisher "iAds Social Project" (aff_id 1008463, Sam Yap-managed, Enterprise PG)** — the dominant click source at ~3.5k/day from May 5 onward. Clicks fire on LIVE converting offers (Shein, Trip.com, Klook, Oppo ID) but produce ZERO conversions. **Smoking gun**: Shein-CPS — ISP sent 4,465 clicks; other publishers run Shein at ~3.15% conversion rate; expected ~140 conversions, actual 0. That's not variance. Almost certainly traffic-quality (bot / incentivised / misattributed audience) OR a tracking/postback misconfiguration specific to this publisher's links. **Sam Yap should be asked to verify ISP's traffic source + check postback URLs.** **iads vivo (aff_id 1065674, Raja Nazaruddin-managed)** — was healthy at 70-370 clicks/day with 1-7 conversions through April. **Late April collapse**: April 29 dropped to 3 clicks; May 1-12 just 1-3 clicks/day. This is a publisher traffic source dying, not a tracking issue. **Raja should check ivans vivo's upstream traffic source.** **Validation pipeline is fine**: in the same 14-day window, the other 88 Raja-managed publishers recorded 821k conversions on 87M clicks. Validation infrastructure is processing normally. iAds-specific zero is a real operational outcome, not a data lag. When the brief next addresses the iAds "validation collapse" item, anchor the diagnosis on these two specific operational issues, not on validation-pipeline framing. The 92.7% deep-critical backlog metric Andrew Tay's sheet shows must mean something different from what BUP-1 inferred — likely an internal iAds-team metric about offer health or postback latency, not BQ aggregate latency.
  • signal
    iAds
    Validation infrastructure decay is hiding revenue across three BUs
    The same failure mode — revenue generated but not validated, therefore not realized or reported — is now visible in three independent surfaces at once. — Enterprise AG's 17.3% DoD drop on May 12 and the Fadliid/Shopee ID margin story are being read off the same validation layer that iAds has already proven unreliable. Andrew Tay's number is the canary; Wing and Vinita's deliverables are the structural fix.
  • iAds
    DirectD (Andrew Tay)
    Campaign Live confirmed 13 May 2026
  • iAds
    Andrew Tay posting cadence
    Andrew Tay's documented baseline is to post iAds updates on Thursdays — silence mid-week (Sun-Wed) is normal, NOT a flag. Only flag iAds silence if Andrew misses a Thursday post or goes ≥10 days dark.
  • iAds
    iAds Week 16 ROI%
    17.95% — below Andrew Tay's own 20.4% critical-zone threshold
  • iAds
    iAds critical-zone threshold
    20.4% ROI% is the level Andrew Tay's own report classifies as critical