Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Fraud detection is a major concern for companies: CEO, Logicserve Digital

14-June-2018
Font Size   16
Fraud detection is a major concern for companies: CEO, Logicserve Digital

Voice technology has brought about welcome changes to the digital marketing industry. Within the next few years, it might become a necessity for SEO as consumers are increasingly getting adapted to voice-enabled devices. Programmatic advertising has also helped brands to overcome many of the problems associated with traditional marketing strategies.

We spoke to Prasad Shejale, CEO & Co- founder of internet marketing company Logicserve Digital, about the evolution of voice-based technologies, fraud detection tools and how AI and MI are enriching programmatic advertising.

Here’s the edited excerpts of the conversation:

How will voice and gesture-based platforms shape up programmatic buying in the future?

We all know how voice technology has brought about changes to the digital marketing industry. Users have quickly adapted themselves to this technology, considering its convenience and ease of use. It is definitely growing at a fast pace. With the sustained growth of voice-enabled devices, it looks like the need of a voice-based platform for buying programmatic inventory will be met soon. I am sure that day is not far when we will see marketers and brands buying programmatic inventory simply with a few voice commands.
On the other hand, gesture-based platforms are still at a very nascent stage. Presently, gesture-based technology is used on a programmatic creative level, and it might take some time for this technology to be utilized for programmatic inventory level.

AR/VR. How do we bid on experiences?

As clutter-breaking ad experiences become critical, AR and VR-based ads are expected to pick up and all innovations these days bid on it strongly.

Looking at the way this technology is progressing, I personally feel that we will see virtual billboards and product placements for AR and VR. The inventory will get generated and sold on the basis of various parameters such as the audience, location, content, context, goal, etc.

How can digital agencies work on fraud detection?

Fraud detection is a major concern for everyone. There are many fraud detection tools and platforms and they are gradually growing their reach in India. A lot of these tool owners are partnering with agencies as well. Also, Google and other market leaders are continuously strengthening their platforms to detect and prevent frauds effectively.
Taking cues from the market leaders, agencies are already partnering with various stakeholders that offer fraud detection solutions. They are following the strategy of ‘prevention is better than cure’. Agencies are well aware of the problem and are definitely taking steps to ensure that it does not escalate to a level that is beyond control.

What is the biggest driver of change in media buying strategies in India?

Media buying is something that cannot be looked at in isolation since both, users and platforms, are collecting a humongous amount of data. Currently, programmatic buying is the biggest driver of change in the buying strategies, as it has added more transparency and real-time measurability to the entire process. In the near future, we will see the amalgamation of data engineering and sciences used in predictive models that can suggest the media mix model purely on the basis of the rich data available with marketers.

How are AI and ML enriching programmatic advertising?

Artificial Intelligence and Machine Learning are at the core of programmatic landscape. They are making the ad buying platforms smarter and stronger. While the programmatic platforms will keep enhancing the AI and ML capabilities, brands can effectively leverage it further with the first, second and third-party data that they have. The most efficient skill will certainly be the one where we can have one view for an individual user so as to have personalised communication based on the life stage of the buyer.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

He is the man behind India's most rewarded and talked about campaign at Cannes 2018, 'Blink to Speak. Read on to find out how he conceptualised the idea and led the team that created the campaign.

Facebook-owned Instagram introduces IGTV, a new app to upload long-form vertical videos, intensifies competition with YouTube.

Piyush and Prasoon Pandey will be the first Asians and first from WPP to be deemed with this honour tonight at the Cannes Lions Festival of Creativity