Shantanu David

As of July 2025, 1500-1700 GCCs are active across India, according to industry estimates

Google’s shoppable ad tiles marry product discovery with performance marketing

With upwards of 600 million online shoppers and doorstep deliveries now a daily ritual, packaging has transformed from passive wrapper to active media real estate

According to an industry estimate, today, nearly 30% of Gen Z and millennial users worldwide start their online journeys directly in AI tools like Open...

Marketers, industry watchers see AI overviews as an opportunity to insert machine-readable, structured content in Search results

Consumer brands adopting AI have seen boost in sales and social media engagement; connected environments have reset how marketers interact with audiences

With trust seemingly shifting from editorials to individual voices, media planners say it is time to add value through information via genuine advocacy and not...

Prabhvir Sahmey is taking a sabbatical, marking a pause after over 15 years in senior digital media roles at Google, GroupM, Tata Interactive and Samsung...

Gen Z is digitally native, mobile-first, and attention-fragmented, and gaming is one of the few mediums where they are fully present, engaged, and expressive, say...

FAST is also becoming a magnet for advertisers in categories hungry for regional penetration; think FMCG, auto, and regional ecommerce, say experts

The reactions from India’s marketing leaders range from intrigued to wary, with a healthy mix of “this could be magic” and “this better not kill...

By the end of 2026, it intends to fully automate ad campaigns across Facebook and Instagram

Once a back-end network optimization trick to avoid latency spikes and bandwidth black holes, traffic shaping has now become a strategic weapon in the war...

Russell Barrett, Chief Creative Experience Officer at TBWA\India, has long been an advocate of brand thinking that ventures out of the comfort zone of television...

As the digital economy matured and user acquisition costs shot up, OEMs found themselves in possession of the rarest kind of advertising real estate: native,...

CTV and YouTube are largely serving as complementary brand objectives, but the measurability of platforms is a differentiator in some cases, note experts

Google’s latest AI tools—Veo, Gemini, and Project Astra—are set to transform marketing by replacing traditional content creation & customer journeys with personalized, AI-driven experiences

Brand experts suggest the need to move beyond SEO and optimize AI summaries; GEO has the potential to level the field but without transparency and...

The io device, if it lands as projected, is unlikely to change the game overnight but will quietly gain attention and brands that adapt earliest...

Netflix’s gaming push signals evolution in transmedia storytelling and a new dimension of interactivity, particularly in a mobile-first market like India, note industry watchers

Experts say industry is seeing a real shift in how B2B brands approach the upper funnel, and CTV is right at the heart of that...

In this edition of TechTalk, Anand Jain, Co-founder and Chief Product Officer of CleverTap, speaks about personalization, artificial intelligence, sustainable growth, and more

While Google is focused on delivering usable AI across its ecosystem now, OpenAI is quietly positioning itself to dene the future of AI itself

As more marketers turn to AI tools for efficiency and scale, there’s a tendency for outputs to converge toward similar tones, formats, and even visual...

Market observers say that when targeting becomes too aggressive it can feel invasive, also non-contextual and high-frequency reach can become counterproductive and reduce conversions

According to experts, mobile marketing industry is entering the 'trust economy’—a shift from volume to verification, from reach to recognition

Google's logo redesign at the time of its antitrust battles with the U.S. Department of Justice is a quiet reinforcement of its narrative through pixels...

Rise of ‘take rates’—the share of ad budgets that vanish into platform fees, data costs, fraud prevention layers, and intermediary commissions—has thrown brand marketers into...

WhatsApp has enabled users to add music clips to their Status updates. This feature allows for the inclusion of 15-second audio snippets alongside photos or...

UGC feels raw, unfiltered, and real, say experts, who point to its unmatched engagement and community-building, which traditional ads often lack

Experts say market instability has split digital ad market in two—while premium inventory in finance, luxury, and tech has seen rates increase, FMCG and retail...

Attribution metrics, once the gospel for campaign success, are now increasingly regarded as approximations, explain experts

Nicholas Kontopoulos, Vice President of Marketing at Twilio, shares why brands must tread carefully, ensuring that AI-driven personalization remains meaningful

As per marketing experts, a clear structure makes buying media feel straightforward, even if real consumer behavior is far more complex

As brands look for precision, engagement, and measurable outcomes, the battle between JioStar and YouTube is set to intensify, say experts

You have to optimise for intent; that means understanding behaviour at a granular level, say experts as AI tools like ChatGPT and Gemini transform search...

The convergence of the two disciplines transcends tech trends and represents a redefinition of how marketing is planned, executed and measured

Listed companies will definitely look at their bottom line and ad expenses will be the first likely casualty in that sense, say experts

By offering IPL access as part of data plans, JioHotstar aims to soften the impact of its paywall and sustain cricket’s digital dominance

Yaron Tomchin, CEO of Mobupps, speaks to e4m on the company’s transformations, its CTV Ads product, moving towards the cookieless world and more

‘Buy now’ ads drive instant sales but may negatively impact long-term brand value. Brands must balance quick conversions and lasting growth, say industry experts

Rising production costs, shifting consumer preferences, and the increasing role of digital channels are causing auto brands to restrategise their IPL budgets, say experts

Rohit Nichani, President & Chief Growth Officer, Encora, delves into the impact of AI-accelerated data-driven customer experiences on purchase decisions and sales

The move will have far-reaching consequences, with advertisers likely to benefit from reduced costs when purchasing digital ad services from global platforms

Hyper-personalised ads, interactive formats, and multi-screen strategies are set to redene brand engagement this IPL season, share industry heads

If violations are confirmed, CCI could impose severe financial penalties, reinforcing its strict stance on maintaining fair competition in India’s advertising sector, say legal experts

Monetization of private messaging apps has long been a challenge for tech giants, but IPL 2025 might be the moment where WhatsApp finally proves its...

Shubha Pai, Head of YouTube Sales and Solutions at Google India, talks about engaging audiences beyond live matches and providing advertisers with opportunities to connect...

Shekhar Khosla, Vice President - Marketing for Google India, shared insights into how Google is leveraging AI for personalised marketing experiences, advertising efficiency, and consumer...

Advertising on IPL allows Google to reach new digital users and can be a proactive step to remind advertisers of its market share, say domain...

The draft rules aim to operationalise the DPDP Act passed in August 2023, addressing key areas such as consent management, data localization, and data breach...

The dentsu e4m Advertising Report 2025 projects that CTV advertising market will hit a staggering Rs 1,500 crore by 2025, growing at a breakneck CAGR...

According to Pitch Madison Advertising Report 2025, CTV advertising in India grew by almost 35% in 2024, reaching an estimated market size of close to...

According to the dentsu-e4m Digital Report 2025, programmatic advertising is expected to reach 44% (Rs 30,405 crore) of the digital ad market by 2026

According to dentsu-e4m Digital Advertising Report 2025, advertising on e-retail platforms accounted for 22.93% of total digital media spends in 2024, highlighting the rapid ascent...

As per industry observers, financial services, healthcare, and enterprise technology sectors are leading the transition towards organic strategies

Advertisers using CTV for better targeting capabilities and engagement opportunities, thanks to expansion of internet access in tier cities and increasing affordability of smart TVs

In 2025, search advertising will likely focus more on user intent and personalized experiences rather than keyword-dominated strategies, say experts

With stringent provisions aimed at safeguarding personal data, these rules will compel advertisers to recalibrate their strategies, focusing on transparency, user consent, and data minimization

Ad spends on campaigns tied to Squid Game and other K-content are expected to exceed ?500 crore, showcasing how brands are capitalizing on this cultural...

2024 was pivotal for message marketing in India as brands embraced innovation and personalisation to engage their customers with SMS, RCS and WhatsApp

By 2025, programmatic ads are anticipated to account for more than 70% of digital ad spend in India, with an impressive CAGR of 11% through...

Former Prime Minister Dr. Manmohan Singh's vision and policies not only transformed the Indian economy but also paved the way for a new era in...

Today's Santa Claus demonstrates how economic forces and marketing can transform cultural symbols into powerful business drivers

Adam Singolda, Founder and CEO of Taboola, engaged in an exclusive chat with e4m on the company’s global vision for the future of content discovery

Digital-rst sectors like electronics, fashion and FMCG were the biggest spenders in both retail and commerce media, but there were some surprises this year

Preeti Lobana was most recently VP at Google

Industry watchers say 2024’s regulatory actions will act as a wake-up call and push businesses to rethink playbooks while adapting to the changing landscape

Marked by substantial revenue growth and strategic advancements across its platforms, Meta continues to be an indispensable partner for brands

In a year packed with achievements and setbacks, Google remained 'the beating heart of the internet', with strides in AI, Search YouTube and Cloud

With AI offering personalised experiences, large e-commerce players are using custom enterprise-grade AI solutions; affordability of SaaS models has democratised access for smaller players too

Major sporting events, like the IPL, have driven viewer engagement on CTV platforms due to free streaming; consumers increasingly opting for on-demand content over traditional...

As per experts, while traditional advertising is a powerful tool for catering to the older demographic and not tech-savvy masses, rise of digital connectivity is...

A look at the key highlights of YouTube India in 2024, exploring its earnings, advertising strategies, viewership milestones, and the broader implications for the digital...

Experts say this new streaming model could attract advertisers looking for innovative ways to engage with audiences

Quick commerce platforms have proven their relevance by addressing the need for speed & convenience, shared Meghna Apparao, Director of E-Commerce & Retail, India, at...

In this clash of the tech titans, Meta—with Instagram and WhatsApp in its arsenal—is a potent tool for businesses

Donald Trump and Kamala Harris made appearances on podcast shows like 'The Joe Rogan Experience' & 'On Call Her Daddy' to reach substantial audience sizes...

Donald Trump’s campaign was marked by its heavy reliance on pure social media, especially Elon Musk’s X

Banner ad's journey serves as a reminder of how far digital advertising has come – from simple clickable rectangles to sophisticated, data-driven campaigns that prioritize...

A unified data layer means a better 360-degree customer view and higher ROIs on marketing spends, say experts

According to multiple reports, while Kamala Harris spent about $27 million on Google and Meta platforms combined, Donald Trump has shelled out nearly $8.6 million...

While AI-powered tools are bringing about a major change in how users interact with search engines, experts agree that Google is still king in this...

The potential separation of Android and Chrome from Google could fundamentally alter the digital advertising landscape, creating new opportunities for smaller players, say experts

Companies bring out marketing tactics and focus on enhancing player experiences this Diwali as consumers look to spend big in the most vibrant time of...

Brendan McCarthy, Chief Marketing Officer at Criteo, spoke to e4m about the importance of personal interaction in the Indian market, the need for standardization in...

Experts share that while tech can streamline operations for retail media, anticipating consumer behaviour & preferences helps brands deliver hyper-personalised experiences to increase engagement

Measuring the true impact and ROI of programmatic campaigns in India's complex digital advertising ecosystem is a multifaceted challenge, say experts

Google outlined a roadmap to support India’s AI mission, with a focus on infrastructure, workforce readiness, and inclusive adoption

One of the most promising developments in this area is Supply Path Optimization, which, say experts, has become a key driver in streamlining the supply...

The trials, say experts, offer a unique opportunity to understand how these systems function, shedding light on everything from real-time bidding to audience targeting

As "thinking" models become increasingly integrated into the creative side of advertising, industry experts question whether fears of AI imperiling creativity are about to be...

Rory Mitchell, GM, Global Growth at Criteo and Global Head of Sales & Revenue, shares his thoughts on the complexities of personalised advertising and the...

Confidential Matching falls under a family of techniques and technologies used to match user data from different sources without exposing or directly sharing sensitive personal...

While AI algorithms continuously scan competitors' prices to adjust in real-time, it is likely to result in implicit price collusion, caution industry watchers

Laurinda Pang, CEO of Sinch AB, spoke on expanding beyond SMS, growing demand for businesses to connect with consumers on digital channels and more

While efficient in the short-term, overuse of AI-driven campaigns can cause ad fatigue and lead to exorbitant ad spends in the long run, rue experts

With the focus now being on zero-party, first-party data, for marketers aiming to deliver tailored experiences the digital news ecosystem presents challenges & opportunities, say...

The rapid adoption of AI requires the development of Responsible AI systems—those that ensure security, respect privacy, and operate transparently, say experts

Industry watchers share that the interactive nature of Shorts helps brands build a sense of community; its optimized algorithm for short-form content allows brands to...