Feature
I'm Rishabh Gupta — a Senior Software Engineer on Meta's Instagram Ads Delivery Platform, working on performance, privacy-first architecture, and brand safety at a scale where "edge case" still means millions of impressions. Previously at Cohesity and CenturyLink, building streaming ETL, anomaly detection and the unglamorous plumbing that keeps things upright.
12+
years shipping production software
1B+
daily ad impressions on systems he helps run
70+
technical design docs authored at Meta
Chapter I
The work splits into three rough buckets — none of them glamorous, all of them load-bearing.
First, brand-safety systems at Meta: making sure ads don't show up next to content advertisers don't want to be associated with, across Instagram and Threads, at a scale where "edge case" still means millions of impressions.
Second, streaming data pipelines — Kafka, Spark, real-time ETL, the kind that gets paged when a customer's cluster starts misbehaving at 3 a.m.
Third, the boring multipliers: automation frameworks, simulation-based capacity planners, mentoring new grads into the codebase so they ship something real in week two.
The Stack
17 tools · in rotation
"Most of the interesting work happens in the seams — between teams, between systems, between what users say and what they do."
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