Shantanu David

Digital Marketing Journalist [email protected] @dilettantediner

As Google pushes AI deeper into planning, creative and measurement, marketers weigh the promise of smarter campaigns against the need for human oversight

Shantanu David 19 hours ago

While for marketers WhatsApp handles could now become recognisable as website URLs or Instagram accounts, the feature has also reopened the debate around impersonation and phishing concerns

Shantanu David Jul 7, 2026 9:21 AM

Marketers and brand leaders are unanimous that TV measurement needs to go beyond traditional reach, frequency metrics by combining cross-media audience measurement with richer content intelligence

Shantanu David Jul 3, 2026 8:57 AM

Brands are increasingly pouring money into customer engagement platforms, conversational commerce and WhatsApp Business

Shantanu David Jun 30, 2026 9:17 AM

For years, WhatsApp has enjoyed what every digital platform dreams of: unparalleled scale with more than 500 million users in India. Commerce, however, has remained elusive

Shantanu David Jun 25, 2026 8:39 AM

Mobile has converged with digital marketing itself due its evolution from being a marketing channel to the operating system of modern consumer engagement, share industry heads

Shantanu David Jun 24, 2026 9:25 AM

Industry leaders say the role of annual planning is changing and is increasingly becoming a strategic framework within which budgets, channels and investments are continuously tweaked

Shantanu David Jun 19, 2026 9:10 AM

Tech pundits say the challenge for marketers is likely to become more significant as AI gets embedded deeper into business processes; solution lies in on-premise deployment & banking on customer data

Shantanu David Jun 16, 2026 9:13 AM

Digital discovery is shifting from search results to AI-generated answers, forcing brands to rethink visibility, optimisation and how they are recommended to consumers

Shantanu David Jun 15, 2026 9:12 AM

For decades, advertising targeted people as decision-makers. With AI agents entering the purchase journey, marketers may now need to influence systems as much as consumers

Shantanu David Jun 10, 2026 9:10 AM

If the ruling results in tighter restrictions, brands may have to invest in creating instead of relying on paid search to intercept demand created by competitors

Shantanu David Jun 8, 2026 8:45 AM

After years of monetising attention, digital platforms are now cashing in on access, convenience, status and functionality by way of subscriptions

Shantanu David Jun 4, 2026 9:06 AM

While agencies are marketing AI as a differentiator, brands may be judging them on traditional metrics: strategic thinking, cultural understanding, creativity, responsiveness, and business impact

Shantanu David May 29, 2026 8:44 AM

Despite low ARPU & cheap digital advertising rates, India remains central to Meta’s future growth story as advertiser dependence, platform entrenchment and monetisation avenues deepen across platforms

Shantanu David May 19, 2026 9:05 AM

Brands that will lead in the AI era are those treating AI as the operating system, say industry heads; AI is now visible in performance optimisation, consumer insights, and creative adaptation

Shantanu David May 15, 2026 8:49 AM

GCC teams are now owning the product roadmap as modern advertising infrastructure increasingly resembles a large-scale software problem, note tech pundits

Shantanu David May 11, 2026 9:29 AM

Ted Turner, Founder of CNN, was one of the last great broadcasting pioneers, an era when media owners saw themselves not just as content managers, but as shapers of public consciousness

Shantanu David May 7, 2026 9:24 AM

With retail media projected to cross ₹30,000 cr in 2026, brands are reworking digital budgets around commerce-led channels that promise faster conversions, closer proximity to purchase

Shantanu David May 4, 2026 8:52 AM

Across the four companies, the narrative is clear. AI infrastructure is scaling. Cloud businesses are expanding, capex is ballooning, and demand for AI workloads is finally translating into revenue

Shantanu David Apr 30, 2026 8:16 AM

This is less a product sunset and more a structural shift in who controls Search demand capture, say industry experts

Shantanu David Apr 27, 2026 9:15 AM

Claude Design raises a bigger question for India’s agencies: not how impressive it is, but which part of the creative workflow gets squeezed first

Shantanu David Apr 24, 2026 8:34 AM

While some industry leaders say AI-triggered ads are driving higher engagement, others acknowledge that separating the impact of the ad from the impact of the moment could prove difficult

Shantanu David Apr 22, 2026 8:35 AM

With AI platforms themselves pursuing different monetisation strategies, advertisers may have to rethink how they measure influence and intent across digital channels

Shantanu David Apr 16, 2026 8:27 AM

According to an initial report by eMarketer, Meta’s “net” global digital ad revenue will reach about $243.46 billion in 2026, slightly ahead of Google’s $239.54 billion

Shantanu David Apr 14, 2026 9:16 AM

Industry observers share test cycles have become much tighter and platforms are now expected to demonstrate incrementality or measurable outcomes quickly, with most rationalising technology stacks

Shantanu David Apr 7, 2026 8:56 AM

With rising discovery costs, retail media budgets will likely move toward platforms that deliver measurable outcomes, brands will become more selective and focus on clear results

Shantanu David Mar 30, 2026 8:22 AM

Experts say retail media’s next phase will hinge on real-time inventory integration, with ad delivery increasingly driven by fulfilment probability

Shantanu David Mar 20, 2026 8:48 AM

Platforms operating within CTV ecosystem say the format stands for a convergence between traditional storytelling and digital advertising; brands driving full-funnel outcomes on CTV offerings

Shantanu David Mar 12, 2026 8:41 AM

As conversational discovery enters streaming platforms, agencies and CTV leaders debate whether better engagement signals translate into stronger inventory quality and effective yield

Shantanu David Mar 6, 2026 9:25 AM

Industry estimates suggest that one-time DPDP compliance costs for large organisations could range between roughly ₹2.5 crore and ₹18 crore over an 18–24-month cycle

Shantanu David Mar 4, 2026 8:51 AM

In part 2 of the LLM series, we explore why industry leaders believe the objective now is to influence the entire search experience, not just a results page & the need to think beyond a single query

Shantanu David Feb 27, 2026 9:11 AM

In a series of articles starting today, we will be exploring the impact of AI on search advertising, innovations & disruptions of emerging players, and the role of LLMs in this new marketing matrix

Shantanu David Feb 20, 2026 8:29 AM

While AI is moving healthcare discovery from transactional comparison toward deeper interpretation, players are acknowledging shifts in how discovery behaves in high-intent health categories

Shantanu David Feb 17, 2026 8:52 AM

Dominance has not disappeared. But FY25 financial data, along with structural shifts across AI-led discovery, retail media & CTV, suggest Google’s advertising power in India is no longer inevitable

Shantanu David Feb 14, 2026 8:16 AM

Video, optimised primarily for mobile screens, now sits at the centre of most digital strategies, regardless of whether brands label those budgets as awareness, performance, or commerce

Shantanu David Feb 11, 2026 9:16 AM

Although CTV spend has shifted from pilot budgets to recurring line items, internal ownership structures have not always kept pace

Shantanu David Jan 29, 2026 8:45 AM

Industry experts say Indian advertisers are increasingly favouring hybrid programmatic setups, balancing in-house strategy and data control with agency-led execution

Shantanu David Jan 28, 2026 8:49 AM

The unit of value in digital advertising is shifting from interaction to outcome, from traffic to trust, and from optimisation to selection

Shantanu David Jan 24, 2026 8:41 AM

India ended 2025 with 35M+ smart TV homes, and CTV ad spend is rising fast, attracting budgets from linear TV and mobile as it’s seen as privacy-safe, measurable, and performance-friendly

Shantanu David Jan 19, 2026 9:08 AM

Industry leaders say India’s smartphone rules won’t collapse mobile ads but could subtly shift ad power between platforms, OEMs and the wider adtech ecosystem

Shantanu David Jan 16, 2026 9:20 AM

The question in the industry is no longer whether attribution will get harder. It is whether it will finally become something marketers can stand behind

Shantanu David Jan 15, 2026 8:37 AM

India’s advertising industry crossed Rs 1 lakh crore in FY25, with nearly half spent on digital, highlighting how brands are increasingly aligning budgets with mobile-first consumer behaviours

Shantanu David Jan 12, 2026 9:39 AM

DPDP does not mandate mass deletion of old customer data but introduces purpose limitation, retention boundaries, and consent standards - marketers need to find a way around this, and fast

Shantanu David Jan 6, 2026 8:13 AM

Marketing teams are spending less time asking what is possible and more time deciding what is worth pursuing at all

Shantanu David Jan 2, 2026 9:28 AM

2025 saw most new ad growth consolidate around big digital platforms, pushing brands, agencies and publishers to recalibrate toward scale and certainty

Shantanu David Dec 31, 2025 9:04 AM

The confidence with which digital marketers reported performance was detached from what businesses could actually verify; attribution fatigue turned unease into active scepticism

Shantanu David Dec 30, 2025 9:24 AM

It was also a wake-up year for marketers. AI does not advance in straight lines, and stronger models alone do not guarantee better marketing results

Shantanu David Dec 24, 2025 8:31 AM

This was not the year Big Tech escaped scrutiny. It was the year scrutiny finally began to harden institutionally, even as the businesses themselves continued to compound

Shantanu David Dec 23, 2025 9:14 AM

Advertising is no longer a secondary monetisation layer for marketplaces. It is a core revenue engine that increasingly subsidises logistics, seller incentives and platform expansion

Shantanu David Dec 19, 2025 8:33 AM

Experts highlight a real gap between platform-reported performance and what marketers see on the ground, making it hard to distinguish genuine impact from recycled or low-quality traffic

Shantanu David Dec 17, 2025 9:00 AM

For advertisers, this shift matters because annual rebidding increases the probability that default settings change more frequently; can alter traffic distribution, CPC & conversion patterns 

Shantanu David Dec 12, 2025 9:45 AM

With consumers not just watching content but buying from inside it, platforms are now designing surfaces so that the impulse has no room to escape

Shantanu David Dec 5, 2025 9:30 AM

The DPDP Rules 2025 tighten data flows in retail media, signalling the end of the Wild West era and establishing privacy as a premium feature

Shantanu David Nov 26, 2025 9:22 AM

E-commerce, India’s fastest-growing ad channel, is now driven by fulfilment speed, as the retail media ecosystem shifts from discount-driven spikes to delivery-focused outcomes

Shantanu David Nov 24, 2025 8:16 AM

Order is emerging through compliance, consent frameworks, identity systems, first-party data, retail media power, and a regulator whose interpretations may matter more than the law

Shantanu David Nov 15, 2025 8:55 AM

The story isn’t that global AI giants are being unusually kind to the Indian consumer. The story is that India is the cheapest and most powerful way to train, tune and future-proof business models

Shantanu David Nov 13, 2025 9:17 AM

At the core of this offering is Creative Studio, Amazon’s integrated creative workspace

Shantanu David Nov 11, 2025 10:43 AM

Long-term partnerships enable deeper authenticity and measurable impact with strongest recall emerging over 6-12 months, explain industry players

Shantanu David Nov 10, 2025 9:09 AM

Earnings of big tech companies signal that the global ad market is consolidating around three overlapping forces: Search, short-form video and retail media

Shantanu David Nov 5, 2025 8:38 AM

The most effective partnerships today are those built on continuity, where creators evolve alongside the brand narrative rather than participating in one-off bursts of visibility, say experts

Shantanu David Nov 4, 2025 9:10 AM

The shift has been years in the making but came into sharp focus this festive period

Shantanu David Oct 31, 2025 9:13 AM

Brands too must now learn to speak not just in a human voice, but in a machine-readable one too

Shantanu David Oct 28, 2025 9:08 AM

Festive ad season, once rife with bots and fraud, is now seeing a shift toward AI-driven, real-time anti-fraud measures that combine human oversight with machine intelligence, say experts

Shantanu David Oct 24, 2025 9:03 AM

Behind the glow of festive performance reports lies an open secret: a rising share of that activity isn’t human at all

Shantanu David Oct 22, 2025 9:06 AM

As per industry estimates, Blinkit, Zepto and Swiggy Instamart are collectively generating ₹3,000–3,500 cr in ad revenues; D2C, FMCG brands have upped ad spends from 5 to 15–20% in just a year 

Shantanu David Oct 14, 2025 8:49 AM

While it’s difficult for other categories to match that intensity, high-intent verticals like e-commerce and fintech are likely to absorb a significant share of the budget, say experts

Shantanu David Oct 10, 2025 9:10 AM

With impressions & clicks seemingly fading in relevance, AI assistants have becomes the primary commerce interface and brands who anticipate this will dominate in ways that look invisible today

Shantanu David Oct 6, 2025 8:45 AM

In 2025, AI has shifted from deck to delivery by not just aiding media optimisation, but building actual campaign assets, powering multilingual rollouts, and automating real-time creative shifts

Shantanu David Oct 3, 2025 8:55 AM

Experts argue that the timing of enforcement, landing right before India’s peak festive quarter, forces FMCG brands to get the basics right from day one

Shantanu David Sep 30, 2025 8:37 AM

Analysts estimate FMCG brands are sitting on a ₹500 crore “goldmine” if they treat first-party data not just as an activation pipe for ads, but as a true intelligence engine

Shantanu David Sep 26, 2025 9:05 AM

Industry watchers assert that advertising in India is moving towards a privacy-compliant future and there’s more focus on privacy & responsible use of data; clean-room models no longer optional

Shantanu David Sep 23, 2025 8:41 AM

Google’s tie-up with Criteo looks like a simple retail media partnership, but it’s really Google plugging into the open internet’s retail pipes through a partner that already has the plumbing

Shantanu David Sep 19, 2025 9:12 AM

Predictive systems let marketers time programmatic video and shoppable formats in advance, stock up the right media before the rush, and allocate budgets better, share industry pundits

Shantanu David Sep 15, 2025 8:40 AM

For the first time, Google has to make defined portions of its search index and aggregated query/click interaction data available to “qualified competitors,” with advertising data expressly excluded

Shantanu David Sep 12, 2025 9:06 AM

The CCI scrutiny could sort the lack of price transparency and act as a motivation for greater diversification in India’s programmatic ecosystem, share experts

Shantanu David Aug 14, 2025 8:37 AM

While developers & AI optimists praised GPT-5’s leap in coherence over long text and ability to maintain context, agency leaders expressed concern over reliability of factual claims

Shantanu David Aug 11, 2025 8:26 AM

OpenAI’s Sam Altman said during the launch that GPT-5 has PHD level expertise in virtually any topic or discipline

Shantanu David Aug 8, 2025 8:42 AM

Kunal Nagpal, Chief Business Officer at InMobi, shares about what it takes to turn an Indian ad-tech firm into a global full-funnel player and more

Shantanu David Aug 7, 2025 9:03 AM

While Amazon’s shift aligns with the broader industry trend of first-party data protection and platform independence, it remains to be seen if it opens a window of opportunity for Indian advertisers

Shantanu David Aug 6, 2025 8:23 AM

The Agent boosts user engagement but also creates a ‘zero-click’ environment. Hence, the conversation is shifting from how to get more clicks to how to monetise a chat

Shantanu David Aug 5, 2025 8:16 AM

The verdict has done more than just serve as a legal precedent; it has shone a focused light on a common industry practice that skates the fine line between competitive strategy & legal violation

Shantanu David Aug 4, 2025 8:51 AM

For marketers, this could mean new ad inventory sources beyond Google’s universe, and if app developers can sidestep Google’s billing and margins, savings can be moved back into ad campaigns

Shantanu David Aug 1, 2025 8:23 AM

At the risk of sounding reductive, one can say the Big Three have figured out how to industrialise AI across their stacks

Shantanu David Jul 31, 2025 8:52 AM

In this edition of TechTalk, Anil Goel, Global Chief Technology Officer at Nielsen talks about audience measurement has evolved from a passive exercise to an active intelligence function

Shantanu David Jul 30, 2025 9:20 AM

With SMBs accelerating their digital transformation, and e-commerce spending expected to surpass $140 billion in 2024, the challenge for young brands isn’t just visibility; it’s viability, say experts

Shantanu David Jul 29, 2025 9:26 AM

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

Shantanu David Jul 25, 2025 9:08 AM

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

Shantanu David Jul 25, 2025 8:55 AM

Predictive analytics is starting to shift the focus from vanity metrics to business outcomes with businesses seeing signs of tangible advantage, note marketing experts

Shantanu David Jul 23, 2025 9:04 AM

For Airtel, bundling Perplexity Pro, a product that typically retails for around Rs 17,000 per year, is a strategic masterstroke

Shantanu David Jul 22, 2025 9:05 AM

Brands are going for multilingual and hyperlocal Martech tools unifying data across apps, websites, and social media to make to make online shopping friendlier and holistic, share industry watchers

Shantanu David Jul 22, 2025 8:50 AM

Under the new rules, each marketing template costs ₹0.78, utility and authentication templates ₹0.11 each, all billed per message

Shantanu David Jul 21, 2025 9:03 AM

Many brands are still caught in the conversion trap, basically pushing for short-term clicks over long-term advocacy, say experts

Shantanu David Jul 18, 2025 8:59 AM

For marketers, the Agent can browse the web, scroll, click, fill forms, and generate Excel and PowerPoint files

Shantanu David Jul 18, 2025 8:36 AM

While OpenAI has already partnered with Shopify to integrate its app ecosystem into ChatGPT’s plug-in experience, this new checkout feature takes things from discovery to conversion

Shantanu David Jul 17, 2025 9:33 AM

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

Shantanu David Jul 14, 2025 8:52 AM

In this edition of e4m TechTalk, Samir Karpe, Country Manager for Scibids and DoubleVerify, breaks down the shifts in programmatic advertising, AI’s role,  

Shantanu David Jul 14, 2025 8:31 AM

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 AI’s ChatGPT instead of typing a Google query

Shantanu David Jul 11, 2025 9:12 AM

Dan Taylor, Vice President, Global Ads at Google, spoke to e4m on the evolution of Google Search, the AI innovations rolled out and how they shape the scope of digital advertising

Shantanu David Jul 10, 2025 12:33 PM

Comet offers a sidekick AI experience designed to do more than just summarise search results

Shantanu David Jul 10, 2025 10:02 AM

OpenAI’s new browser threatens to sever Google's user data pipeline since an AI agent will be navigating 'invisibly' thus impacting ad impressions, clickstream data, and behavioral signals 

Shantanu David Jul 10, 2025 9:10 AM

While global players like OpenAI and Google dominate headlines, India is quietly building its own arsenal of homegrown AI tools ready to fuel a leap

Shantanu David Jul 9, 2025 8:58 AM

In this edition of TechTalk, we explain the benefits and risks of Google’s Veo 3

Shantanu David Jul 8, 2025 9:21 AM

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

Shantanu David Jul 7, 2025 8:53 AM

As per experts, Indian brands are eyeing in-house programmatic for speed, control, and transparency—balancing automation with strategy while cautiously investing in tools for better data ownership

Shantanu David Jul 4, 2025 8:26 AM

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

Shantanu David Jul 3, 2025 8:30 AM

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 just flashy reach

Shantanu David Jul 2, 2025 9:21 AM

Nitin Khanna, Vice President of Marketing at Acko, shares how the company has direct access to customer data, allowing it to develop highly personalised campaigns

Shantanu David Jun 30, 2025 9:08 AM

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 Ads

Shantanu David Jun 27, 2025 10:40 AM

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 experts

Shantanu David Jun 27, 2025 9:13 AM

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

Shantanu David Jun 26, 2025 9:02 AM

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 my brand voice’

Shantanu David Jun 25, 2025 9:06 AM

Megna Shankaranarayanan, Head of Industry, FinTech at Google India, shares insights on the sector’s dynamic nature, understanding the consumer mindset, AI-powered solutions and more 

Shantanu David Jun 23, 2025 12:36 PM

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

Shantanu David Jun 23, 2025 9:21 AM

Netflix’s TF1 tie-up is a strategic response to the global decline of broadcast TV and the rise of fragmented, on-demand viewing

Shantanu David Jun 19, 2025 9:22 AM

Meta has begun rolling out ads in WhatsApp’s Updates tab, formerly a sleepy space populated by Status updates

Shantanu David Jun 18, 2025 8:51 AM

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 for user attention and advertiser dollars

Shantanu David Jun 17, 2025 9:10 AM

Artificial intelligence will likely remain at the center of Arun Srinivas’ strategy for Meta India

Shantanu David Jun 16, 2025 4:43 PM

In this edition of TechTalk, Sumit Sonal, Head of Marketing at Qualcomm India, shares how the company is shaping its brand presence

Shantanu David Jun 13, 2025 9:14 AM

Meghna Apparao, Director of E-commerce & Retail (India) at Meta, expands on the blending of physical & digital shopping behaviours, a central theme in the GWI x Meta India Retail Study

Shantanu David Jun 12, 2025 1:37 PM

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, persistent, high-intent, direct-to-device

Shantanu David Jun 12, 2025 9:30 AM

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

Shantanu David Jun 11, 2025 8:18 AM

CTV’s diverse, long-form, and studio-produced content offers a curated, brand-safe environment ideal for advertisers seeking scale with control, say experts

Shantanu David Jun 9, 2025 9:30 AM

In this edition of e4m TechTalk, Prabhvir Sahmey, Senior Director at Samsung Ads, shared his take on AI’s role in the CTV universe, shoppable ad content and more

Shantanu David Jun 9, 2025 9:17 AM

With over 591 million gamers in the country and 94% of them playing on mobile, brands are no longer circling the space. They’re diving headfirst into it

Shantanu David Jun 5, 2025 8:36 AM

In this edition of e4m TechTalk, Anindita Veluri, Director-Marketing at Adobe India, breaks down how Adobe is not only riding the AI wave but actively shaping it to empower marketers

Shantanu David Jun 3, 2025 9:11 AM

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

Shantanu David Jun 3, 2025 8:37 AM

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 guardrails, it risks becoming SEO 2.0

Shantanu David Jun 2, 2025 9:27 AM

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 will be the ones the model learns to keep close

Shantanu David May 29, 2025 8:32 AM

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

Shantanu David May 27, 2025 8:10 AM

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

Shantanu David May 26, 2025 9:13 AM

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 movement

Shantanu David May 26, 2025 8:28 AM

Retargeting is a valuable tool, but not a silver bullet. Used in isolation, it risks distorting attribution, exhausting audiences, and narrowing a brand’s growth pipeline, say experts

Shantanu David May 21, 2025 8:57 AM

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

Shantanu David May 21, 2025 8:42 AM

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 styles

Shantanu David May 20, 2025 8:47 AM

In this edition of e4m TechTalk, Ravi Karthik, Chief Marketing Officer of ACT FIBERNET, talks about the firm’s journey from being a regional internet provider to a non-telco broadband company

Shantanu David May 19, 2025 8:49 AM

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

Shantanu David May 19, 2025 8:19 AM

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

Shantanu David May 16, 2025 8:40 AM

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 and palettes

Shantanu David May 15, 2025 8:49 AM

Come June 17, Prime Video subscribers may see ads during their streaming. While some may feel shortchanged, others may see it as a reasonable trade-off for the value-packed bundle, say experts

Shantanu David May 14, 2025 8:43 AM

Nitin Singhal, Managing Director of Sinch India, spoke to e4m on conversational commerce, the evolution of communication and how interactions are brand touchpoints 

Shantanu David May 13, 2025 8:40 AM

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 a spiral of recalibration

Shantanu David May 12, 2025 9:09 AM

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 videos

Shantanu David May 9, 2025 8:53 AM

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

Shantanu David May 8, 2025 8:38 AM

From beauty brands tailoring short video campaigns in Tamil to banks offering support via Marathi WhatsApp chats, what we’re witnessing isn’t a “regional” advertising boom—it’s a foundational reset

Shantanu David May 7, 2025 9:17 AM

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 are negotiating harder

Shantanu David May 6, 2025 9:11 AM

Indians lost over ₹11,000 crore to cyber crimes in the first half of the year. Here's how brands and their tech allies are now employing AI against AI-driven frauds

Shantanu David May 2, 2025 8:46 AM

Engagement is the new reach, say experts about FMCG's new playbook as brands seek to resonate with audiences on a deeper level with personalised, interactive and targeting ads

Shantanu David May 1, 2025 8:36 AM

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

Shantanu David Apr 30, 2025 8:58 AM

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

Shantanu David Apr 29, 2025 9:13 AM

In this edition of TechTalk, Abhilash Madabhushi, Founder of Consuma AI, reflects on his entrepreneurial journey, seismic shifts in consumer landscape and the steady relevance of market research

Shantanu David Apr 28, 2025 9:22 AM