Sanket Sable, a senior technical solutions consultant at Google, reveals how AI-based Privacy and compliance frameworks are helping industries to stay ahead of the curve
In the high-stakes world of digital advertising technology, the industry is currently fighting a war on two fronts. On one side, there is the insatiable demand for hyper-personalization, a “scalability crisis” requiring content variations numbering in the quadrillions. On the other hand, there is the “compliance cliff,” precipitated by rigid regulatory frameworks like the EU’s Digital Markets Act (DMA), which threatens non-compliant platforms with fines nearing 10% of global turnover.
For technical leaders in the sector, the challenge is no longer just about optimizing code; it is about designing architectures that satisfy legal mandates without stifling innovation. Sanket Sable, a Senior Technical Solutions Consultant at Google and an IEEE Senior Member, has emerged as a central figure in defining these new standards, specifically through his work on the “Shapeshifters” project and Ads Data Hub (ADH) DMA compliance frameworks.
Solving the “Scalability Crisis”
For enterprise advertisers, the primary engineering hurdle in modern advertising is the “scalability crisis”—the mathematical impossibility of manually generating personalized assets for global audiences. To truly personalize ads for diverse global audiences, creative teams would need to generate millions of asset variations manually—a task that yields diminishing returns and high capital waste.
“The industry was hitting a wall where human effort couldn’t scale linearly with audience data,” Sanket explains. “We needed to move away from template-based automation to genuine, intent-driven generation. The goal wasn’t just to make more ads; it was to make the right ads, autonomously.”
Sanket’s answer to this was the “Shapeshifters Project” (Patent Pub. No. US20250307872A1). Unlike standard generative AI tools that simply output text or images based on simple prompts, Sanket’s innovation lies in his development of “custom prompting strategies.” This architectural bridge connects Google’s advanced Gemini Large Language Models (LLMs) directly with commercial ad platforms like Google Ads and DV360.
The engineering community has taken note. The project was awarded “Best Business Use Case” at the CSE Hackathon 2023 and placed as a finalist in the global Hack-a-gTech 2024, signaling that Sanket’s approach is setting the standard for how Generative AI integrates with enterprise infrastructure.
The Billion-Dollar Compliance Shield
While AI drives expansion, the introduction of the European Union’s Digital Markets Act (DMA) designated major tech platforms as “gatekeepers,” imposing strict interoperability and privacy mandates. The financial risk of non-compliance exceeded $50 billion. The challenge was specifically acute in measurement data. Measurement partners needed to query data to prove ad performance, but existing SQL structures were fundamentally incompatible with the new privacy laws.
Sanket identified this critical gap and pioneered the DMA Compliance Framework for Ads Data Hub (ADH) for Measurement Partners. This involved a first-of-its-kind implementation of a SQL-based measurement framework designed to meet legal standards without severing the flow of business intelligence. The impact of this framework was systemic. It has been adopted as the global standard by 14 major measurement partners.
“Regulatory compliance is often viewed as a constraint on engineering,” says Sanket. “I view it as an architectural requirement. We had to rebuild the query structures to ensure that data privacy was mathematically guaranteed while still allowing our partners to see the value of their media.”
A Background of Critical Optimization
Sanket’s capacity for high-stakes optimization is not a recent development. In his decade-long tenure, he served as a key Senior Software Engineer at Vinculum Group Ltd., where he was dedicated to the global trade logistics sector.
Working with DP World, one of the world’s largest port operators and Vinculum’s most critical client, Sanket led the optimization of their core Operations & Planning software (OPS). His work on the Terminal Operating Systems (TOS) went beyond general software development, providing a strategic overhaul that improved the flow of goods through major logistics hubs. This work was pivotal in cementing Vinculum’s status as a leader in logistics consulting, driving revenue growth and expanding its footprint in Hong Kong and beyond.
Defining the Standard
Sanket’s impact extends beyond architecture into the governance of software engineering itself. He has served as an expert judge and code reviewer for Laserfiche, where he conducted independent analyses of projects led by other Solutions Engineers. In this capacity, he helps define the quality standards for the next generation of technical solutions.
Furthermore, as a Senior Member of the Institute of Electrical and Electronics Engineers (IEEE)—a distinction held by fewer than 10% of members worldwide—Sanket actively contributes to the standards that guide the industry.
In an era where technology leaders often struggle to balance the speed of AI innovation with the brakes of government regulation, Sanket Sable has proven that one can drive the car while still building the road. From unlocking millions in revenue through Generative AI to mitigating billions in risk through privacy compliance, his work stands as a blueprint for the modern technical architect.
