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The ad tech ecosystem- because the natural world's ecosystems weren't complicated enough, we had to invent our own. Once upon a time, nature had predators, prey, and the occasional confused tourist. Now, we have SSPs hunting for premium inventory, DSPs bidding like Wall Street traders, and AI lurking in the shadows, silently optimizing everything.Somewhere, deep in ...

Reaching a consensus on issues such as transparency might seem challenging. But in 2025, it is an obligation, a non-negotiable standard for brands, regulators, and consumers. The unchecked proliferation of opaque advertising practices has led to widespread consumer distrust. There is a saturation of advertisements in digital media, and this has motivated the development of strategies ...

We live in a world where screens dominate our lives, but just like us, not all screens are created equal. Smartphones, tablets, laptops, and even smart TVs provide unique experiences to each user. Naturally, we must master the art of tailoring our ad campaigns to specific devices to maximize impact and engagement.Device targeting does matter.Imagine that ...

Time targeting enables advertisers to schedule their campaigns and run them at specific hours or days of the week. It is an essential feature for those who want to align their ads with a user's activities online.With timed targeting, you can:Run ads only during your working hours.Promote time-bound offers, like lunchtime deals or 'End of the ...

Imagine running an ad campaign for your business without considering your consumers' location. You might be advertising snow boots to someone in Thailand or promoting a new Dosa joint to people thousands of kilometres away who don't even know what that is. Not exactly the best use of your money…. this is where geotargeting comes into ...

Marketing is becoming more personal, and marketers are slowly becoming data analysts. Naturally, marketers are now using tools to better their advertising. Retargeting has been a breakthrough in the digital advertising world. Here, the most promising individual customers can be directly targeted and made into actual consumers. Retargeting gives brands a second, third and even fourth ...

If you have just stepped into the world of programmatic advertising, welcome! You are now about to embark on a rollercoaster ride that can transform how your brand connects with its audience. But before you formulate intricate advertising strategies, one crucial step is setting up the basics of your DSP (Demand-Side Platform) campaign.When you are eager ...

Anybody who’s worked in digital advertising knows that identity is the backbone of this entire ecosystem. Whether it’s targeting the right audience, capping how many times someone sees an ad, or measuring conversions, identity signals make it all possible. But while the concept of identity feels obvious to most ad tech pros, the mechanics behind it are often less clear. ...

‘Washing powder Nirma’ is a familiar chime you cannot resist singing along with. The ad was first released on Akash Vani radio in 1975 and later on TV screens in 1982, reaching almost every consumer in the Indian market.  But we have progressed far from the ‘Nirma’ days, when radio and TV spaces were the slots ...