AI, Scale & Precision: Decoding the next phase of live CTV at e4m Connected TV Conference

At the fourth edition of the conference, the panellists will share key insights on the topic 'AI-Powered Live CTV & Programmatic: Where Scale, Precision & Predictive Growth Converge'

by e4m Desk
Published: Jun 9, 2026 1:34 PM | 2 min read

The e4m CTV Conference will be held in Mumbai on June 11, gathering industry experts, marketers, and business leaders from the media and advertising sectors.
A key panel discussion will focus on 'AI-Powered Live CTV & Programmatic', exploring how AI is transforming live television advertising and enhancing audience measurement.
Panelists will include representatives from major companies such as Coca Cola, Marico, and Britannia, and will be moderated by Abhirup Datta from dentsu India.
The conference aims to address the impact of AI and programmatic advertising on audience targeting, campaign optimization, and the future of autonomous advertising in marketing strategies.

The fourth edition of the e4m CTV Conference is set to take place in Mumbai on June 11, bringing together industry experts, marketers, advertisers and business leaders from across the media and advertising ecosystem. One of the key highlights of the conference is a panel discussion on the topic 'AI-Powered Live CTV & Programmatic: Where Scale, Precision & Predictive Growth Converge'.

This panel will bring together industry experts to discuss how artificial intelligence is reshaping the future of live television advertising. As Connected TV continues to grow, the conversation will focus on how AI is helping brands move beyond traditional reach and making live TV campaigns more measurable and data-driven.

During the discussion, the panellists are expected to explore whether live TV is still only about delivering scale or if AI has finally made it possible to understand audience behaviour with greater accuracy. The discussion will look at how advertisers can combine the mass impact of the television screen with the precision and intelligence offered by advanced technologies.

The panellists include Kaustubh Jha, Director of Sports and Entertainment Marketing & Partnerships, India & Southwest Asia, The Coca Cola Company; Ankit Desai, Head of Media & Digital, Marico; Aatika Ansari, Category Head, Ballentines, Pernord Ricard India; Riya Joesph, General Manager, Media, Britannia and Russhabh Thakkar, CEO and Founder, Frodoh. The panel will be moderated by Abhirup Datta, CEO, Performance Practice Media Solutions, dentsu India & CEO, Sokrati India.

Industry leaders to decode the next phase of CTV at e4m Connected TV Conference.

The panel will examine how AI and programmatic advertising are enabling smarter audience prediction, targeting and real-time campaign optimisation during live events. With viewers increasingly consuming content across connected devices, advertisers are looking for ways to reach the right audience at the right moment while improving campaign performance.

During the discussion, the panellists will also share their views on how automation is transforming media buying and whether brands are ready for a future where autonomous advertising plays a much bigger role in marketing and media strategies.

With a stellar line-up of speakers, including senior business leaders, marketers, media experts and professionals, the conference will feature insightful discussions on emerging trends, audience behaviour, advertising innovation and the growing role of data and AI in CTV.