Neal Mohan, Google's $100m man

Google global vice president for display, Neal Mohan. Source: Supplied

HE'S not a screamer. He doesn't like long meetings. He responds quickly to people. His name is Neal Mohan, and he's the brains behind Google's display advertising cash cow.

How did a man who started out working for $60,000 a year become a $100 million man?

Mohan worked for internet startups Accenture and NetGravity in the late 1990s after graduating from Stanford with qualifications in electrical engineering. In 2003 he returned to complete his MBA.

His big break came when NetGravity was acquired by DoubleClick, the company he would eventually take with him to Google to drive the world's biggest online advertising engine.

Mohan brought with him a wealth of knowledge in online consumer behaviour and an innate curiosity. He devised a 500-page powerpoint presentation in 2005 that is still used today as a blueprint for ad work.

That powerpoint presentation alone tripled the value of DoubleClick from $1.1 billion to $3.1 billion, the amount Google paid to acquire the company.

Such was Mohan's skill-set that Google ad exec Susan Wojcicki put a broom through her department to allow the DoubleClick team to move straight across.

It was a risky move because one of the men Wojcicki let go, Gokul Rajaram, now heads Facebook's lucrative display advertising team.

But Mohan made good on his word and with hard work and the shrewd acquisition of tools, such as the display platform Invite Media, his team made $5 billion for Google in 2011.

It's little wonder Google paid him $100 million in stock to keep him from joining Twitter. He's proving every bit his worth.

So how does a man known by clients as "the quiet assassin" go about his work? Surely he'd slam his fists on tables and terrify his colleagues.

Not according to sources who say he's "not a screamer", doesn't "waste time in meetings" and "listens" to what his clients want.

Oh, and perhaps most importantly, he "doesn't bullshit".

Are you taking notes?

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