Native advertising is still misunderstood: Andrew Burke, APAC MD, Outbrain

Burke was in India to launch the Outbrain Academy for Clients in India

Venkata Susmita Biswas 13-November-2018

andrew burke

After bringing the Outbrain Academy for Agencies to India in 2017, the native advertising platform has introduced the Outbrain Academy for Clients in India this year.  The first session was held in Mumbai recently for a select group of clients.

Explaining the need for a programme of this kind, Andrew Burke, APAC Managing Director, Outbrain, said, “The dynamic of the industry is such that it moves so quickly. Demand on agencies and publishers is such that we have to continually be in the marketplace helping our partners understand how to leverage the platform to get the most out of it.”

“So conducting these sessions is a great opportunity to not only showcase all that Outbrain has to offer as a platform but help all those who leverage it to get the most out of it to deliver the sort of performance that they are trying to achieve. We want to present a transparent understanding to the clients,” he added. 

In the APAC region, native advertising marketing is estimated to be worth around USD 50-60 billion. Burke said he is seeing slower growth in India than in other markets. “But it seems to be picking up. We think India is a huge opportunity for us,” he said. Although native advertising is still a small part of the market, Burke believes “the reason we exist and we are successful is because marketers are looking for options.” He adds, “We certainly do not feel that a digital marketing strategy is complete with just Outbrain. What we want to move into is to be an always considered part of any marketer’s plan and to work in conjunction with other players.” 

Burke spoke to exchange4media on the sidelines of the launch of the Outbrain Academy for Clients.

Edited Excerpts: 

What was the necessity to launch this academy?

Educating the market is a very critical role for us to play. Whether clients are buying the tools themselves or not, we want the clients to understand what they have at their fingertips and what they can do for their brands.  Some advertisers are taking parts of their media initiatives in-house.

Once equipped with the Outbrain Certification for Clients, do you expect more clients to take the Outbrain function in-house?

To each his own. I feel if there is a specific reason a brand wants to take a particular part of their marketing strategy and manage that in-house because that works better for them, we want to be sure that we can support that. At the same time, it is a good option for these businesses to have.

Because there may be some elements of their marketing strategy that they do want to control in-house. And for others, they can rely on their agency partners. These academies and sessions give clients the choice to truly understand whether in-housing is truly an option for them. 

What do you think is holding clients back from investing in native advertising? 

In some ways, native advertising is still misunderstood. It is still nascent and is a rapidly growing part of the overall marketing activity. What we are seeing though is more success which is coming out of native advertising, particularly at the performance level. As brands and businesses get better at pinpointing exactly what it is that they are trying to derive out of any activity or any dollar they spend, native is becoming more and more reliable platform to execute on. 

Why do you say native advertising is misunderstood? What do you mean by that? And what’s next?

We are continually battling a display mentality. For example, brands mark viewability as a metric that defines success for them. At a display level, viewability is a high and important metric, but it is not so important for native. That’s why these academies are so important because we need to educate the market as to why viewability is not as important in native while other metrics are significantly important to us. 

What’s next in native advertising from Outbrain?

Non-social feeds are coming up. Outbrain’s Smart Feed turns the web page into an endless stream of content. The publisher integrates direct-sold campaigns into native ads while mixing it up with editorial and video content. The reader continues to scroll, instantly delivered with targeted native ads that match their interests.

The beauty of the Smart Feed is that it integrates native ads with the scroll experience, which has become an integral part of the way people behave online today. Most of the time online is spent on a mobile device. The screen is small, and we touch-scroll to get the information we want. In fact, 22 per cent of mobile users scroll to the end of the web page, no matter how long it is.

Once, we would mindlessly flip the pages of a magazine till something interesting caught our eye. Today, we scroll and scroll and scroll and scroll…until we find content we love. That’s the genius behind native advertising on the Smart Feed – the scroll that goes on and on.

What are the metrics that are important to native advertising? 

Engagement for one; it is a very important metric for us and we are focusing on attention as the new currency. We are very focussed on delivering a great experience for consumers so that it enables us to help support our publishers whether they are trying to drive subscriptions or deeper engagement into a publication or another publication within the network or whether it is simply them trying to bolster revenue.

There is a great role for us to play in delivering highly engaging content/promoted ads/other recommendations that enable users to come into a property and have a great discovery experience. 

And finally, please tell us why are online marketers increasingly turning to native advertising now?

Native advertising works. Consumers look at native ads 53 per cent more than display ads. Native ads create an 18 per cent increase in purchase intent, and the visual engagement with native ads is the same, and even slightly higher than the original editorial content. Native advertising fights ad fatigue.

Ad fatigue is what happens when the audience gets bored with seeing ads. After a while, they simply stop paying attention. Native ads are brand exposure cloaked in editorial content, so they don’t tire out the audience. As long as the content is relevant and interesting, native advertising engages the audience.

Consumers know that native ads are a form of advertising, but they don’t care! In a recent study at Stanford University, researchers found that native advertising fools nobody. Consumers are well aware that they are viewing a form of advertising. However, native ads still have a significant effect on purchase behaviour.

Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.

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Facebook reveals bug allowing apps to access private photos of nearly 6.8 million users

The breach which took place over a 12-day period in September, adds to Facebook’s mounting privacy troubles after several incidents earlier this year

exchange4media Staff 1 day ago


Facebook on Friday has revealed that a major software bug may have allowed third-party apps to incorrectly access the photos of up to 6.8 million users, including images that people began to upload to the site but didn’t post publicly, according to reports.

The breach which took place over a 12-day period in September, adds to Facebook’s mounting privacy troubles after several incidents arose earlier this year, in which the social media giant failed to fully safeguard the personal data of its users. These incidents have prompted European regulators to investigate and bring on fresh calls for the company to be fined.

Facebook usually allows apps by third-party developers to obtain users' permission and access photos shared on their timeline.

However, because of the bug, nearly 1,500 apps could access “a broader set of photos than usual,” Facebook explained in a blog post. This includes photos that a user may have started to post, but abandoned before actually publishing it. This is because Facebook keeps a copy of the draft in the event a user might want to complete the upload later.

The software breach may have also allowed developers to access photos they were not allowed to on Marketplace, a Facebook hub for users to buy and sell goods, and some posted in Stories, where users can share short photo or video updates that appear for 24 hours.

Facebook declined to detail the exact apps that may have obtained these photos, or what they may have done with them.

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Facebook planning to sell pay channel streaming services to users: Report

Consumers who subscribe to pay channels would also be able to watch them on Facebook

exchange4media Staff 2 days ago


Taking a big step in the video space, Facebook is reportedly planning to strike deals with pay TV networks to sell consumer subscriptions.

According to media reports, the social network is talking to pay TV channels about a proposal to sell those companies’ streaming TV services on its platform.

Reports suggest that consumers who subscribe to the pay channels would also be able to watch them on Facebook’s properties.

This will be something similar to what Amazon has been doing. Reports have quoted industry sources as saying that Facebook could launch the service in the first half of 2019.

The step from Facebook does not come as a surprise as the social media platform has always working towards becoming a video hub for sometime now.

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Facebook ad exec hits back at New York Times opinion column

Michal Kosinski, an assistant professor at Stanford University’s Graduate School of Business, wrote in the New York Times that Facebook is “eager to monetise” a range of personal characteristics

exchange4media Staff 2 days ago


Facebook has hit back at a recent New York Times opinion piece that called out the social media giant for “selling user data.”

Rob Goldman, VP Facebook Ads, has replied with a series of tweets, saying that Facebook does not sell people’s data.

Michal Kosinski, an assistant professor at Stanford University’s Graduate School of Business, wrote in the New York Times that Facebook is “eager to monetise” a range of personal characteristics. He said advertisers are encouraged to selectively target people on the basis of data such as age, gender or location and other highly personal information such as political views, family size, education, occupation, marital status or interest in a gay dating app. 

Kosinski wrote that in a study he and his colleagues “discovered that advertisers can target users based on their intimate psychological traits, such as personality.” He further added, “If you can think of an important personal characteristic, there’s a good chance it’s targetable on Facebook. Through this ad-targeting system, Facebook discloses facts about you to advertisers, in exchange for money, every time you click on an ad. I’d call that “selling data, and I bet that you would, too.”

Kosniski in his article said that “Facebook is extremely clever at dodging this issue.”  “Facebook's claiming that it is not selling user data is like a bar’s giving away a free martini with every $12 bag of peanuts and then claiming that it’s not selling drinks. Rich user data is Facebook’s most prized possession, and the company sure isn’t throwing it in for free,” he wrote. 

Goldman “fact-checked” NYT back in a series of tweets. Goldman began his series of tweets by pointing out that Facebook does not sell people’s data. “That’s not a dodge or semantics, it’s a fact. We don’t sell or share personal information.”

“It’s is not in our business interest to sell or share personal information with anyone.  Our business model only works if it works for people - if people don’t, they won’t come to Facebook, advertisers won’t be able to reach them, and we won’t have a business,” he tweeted. 

He further added “Clicks do carry certain information about their visitors– where they are generally located, what device they’re using, parameters passed in the URL. That’s true of the clicks you make to any website on the internet. It’s how the internet works, not just how Facebook works.”  

Goldman fired back noting that “FB advertisers do learn about people who click their ads. We provide them with reports, which give them information about the people who clicked. That information is anonymous. We don’t need to tell advertisers who you are for them to know if their ad was effective.”

In his final tweet on the issue, Goldman said, “We know that there is much to do to make ads better, but I am proud of the principles that guide our work.”

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By clicking Sign Up, I agree to the Terms of Use and Privacy Policy. launches Spark, a community experience based on interests and content

Customers can now engage with others who share similar interests to discover trends and products

exchange4media Staff 3 days ago

amazon has introduced Spark, a personalized, interest-based community experience consisting of images, videos, and articles shared among like-minded people. Spark gives customers the ability to share or seek advice or get inspiration in an experience that brings people together, and engages them in conversation around common interests.  Whether it’s finding inspiration for a new home decor project or discovering the best hiking boots for your next trek, Spark provides a place to view, shop and share content.

Customers can shop items directly from Spark stories or pictures within their personalized feed wherever they see a tagged product.

The company, in a statement, said, customers enjoy Amazon’s vast product selection to help them make purchase decisions, which are made largely based on product features, relying instead on external blogs and social networks for in-depth research and seeking advice. With the increased engagement on social media, there is also a rise in social trust among Indian consumers. Increasingly, a large section of the online consumers (especially those between the age group of 16 and 24 years) in India trust what people say about brands on the Internet than from other sources.

Now with Spark, Amazon customers will find both trusted, in-depth content from influencers, brands and publishers and also community content from other select, qualifying customers. Spark enables a rich ecosystem of online publishers, brands and influencers who will drive engagement and thereby have the opportunity to gain followers and create a deep, ongoing connection with Amazon users.

With community rewards and enthusiast badges baked in for contributors of high-quality content, Spark will now serve as a daily destination for customers to be engaged and inspired. Besides being aligned to the customer’s interests, the feed experience is further personalized with features like incorporating trends from the customer’s browsing and shopping behaviour.

Kishore Thota,’s Director of Customer Engagement, said, “With Spark’s interest-based social community and content model, we are aiming to make product discoverability easy and convenient as well as fun. We are thus using this community content and experience to enhance product discovery by tagging products to content and making them seamlessly ‘shop-able.”

“Be it driving discovery by shoppable photos posted by an influencer covering the latest fashion trends or being inspired by a fitness review written by a US based mom turned marathon runner, Spark on Amazon helps customers connect with both local and global Spark communities making social engagement and in-turn the online shopping experience truly delightful,” he added.

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Vodafone, Sony Pictures join hands to help 10 million youths access digital skills

The two will leverages movie ‘Spider-Man: Into the Spider-Verse’ to introduce Vodafone’s Future Job Finder programme

exchange4media Staff 3 days ago


Vodafone and Sony Pictures have announced a groundbreaking global collaboration, which sees them uniting to help millions of young people in 20 countries identify their skills and find digital jobs that match them.


They will use December’s hotly anticipated movie release Spider-Man: Into the Spider-Verse to introduce young people to Vodafone’s free Future Jobs Finder, a gamified digital platform to help them understand their skills and future career opportunities. The initiative was developed as part of Vodafone’s global programme, What will you be?, which has committed to support 10 million young people to access digital skills, learning and employment opportunities by 2022. This skilling programme is live in India and aims to empower youth as they embrace the digital transformation and chart a digital career.


A global digital campaign to support the Sony Pictures and Vodafone collaboration - leading people to Future Jobs Finder - will draw on the movie’s central theme: that anyone can achieve their full potential with the right skills and support.


Andre Seddoh, Vice President International Marketing Partnerships at Sony Pictures, said: “We are so excited about this visually groundbreaking movie, as for the first time we open up a different Spider-Man universe - known as the Spider-Verse - where more than one can wear the mask. Within this world we introduce Brooklyn teenager Miles Morales, who like many young people preparing to leap into the next stage of their lives, is struggling to find out who he is and what he is meant to be. By teaming up with Vodafone we can engage with audiences using the inspirational power of this game-changing movie while also helping Vodafone to connect young people with digital jobs and free digital skills training.”


Joakim Reiter, Director of External Affairs at Vodafone Group, said: “Our ambition is to help 10 million young people to access digital skills, learning and employment opportunities and our partnership with Sony Pictures will help us accelerate our progress towards this goal by bringing our digital platform, Future Jobs Finder, to more young people who are thinking about their future career. Future Jobs Finder has been specifically designed to help young adults make a connection between their skills and digital careers they may never have thought of. Together we can harness the power of technology, and the excitement around the movie, to engage with young people to help them realise their potential and play a role in closing the digital skills gap.”


Seddoh added: “One of the great moments in the movie is when Peter Parker says to Miles “Don’t do it like me, do it like you,” and this is what we want everyone to take away from this movie and use as inspiration to fulfil their own destiny.” 


Since launching in March this year, more than 300,000 young people have completed Vodafone’s Future Jobs Finder tool, introducing them to over a million digital job types. The online platform takes people through a series of short tests, developed with psychologists, careers experts and training providers, to identify their skills and interests. By responding to these questions, young people can understand where their potential lies and find live local job opportunities in multiple digital industries which are matched to their skills, as well as access relevant, free digital skills training.

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Google India launches shopping search platform

Google has also expanded the Merchant Center to Hindi

exchange4media Staff 3 days ago


Google on Thursday unveiled a new and immersive shopping search experience for Indian users. The new personalised experience will allow users to easily filter through offers, review prices from multiple retailers and find the products they are looking for. This experience is available across several Google products: a made-to-browse experience on the Shopping home page, the Shopping tab on Google Search and in Google Lens. For retailers, Google has expanded the Merchant Center to Hindi.


The new ‘Shopping Homepage’ is a made-to-browse destination for shoppers to search across multiple product categories, and browse products from thousands of retailers. To make the shopping experience richer, smart features like price drops and a collection of the most popular products on Google have been added. The experience will also be available as a Progressive Web App (PWA) for users with entry level phones.


The ‘Shopping Tab’ in Google Search will allow users to post queries in Hindi and English and show product lists, local store inventory and review prices from across multiple retailers.


Finally, Style Search in Google Lens is an all-new visual approach to find products such as clothes, furniture, and home decor, by simply pointing the Lens app.


Talking about the launch of the new experience, Surojit Chatterjee, Vice President -Product Management, Google, said, “More than 40 million Indians are coming online every year, and search is an integral part of their online journey. From seasoned desktop shoppers to first-time users with entry-level smartphones, we hope this new shopping experience will make finding what people are looking for just a little bit easier.”


For retailers, Merchant Center has always been the place to upload store and product data for shopping ads. So far, the Merchant Center has been only available in English, and starting today it is expanding to Hindi. Retailers can now also use Merchant Center to upload product details so they can appear across Google, without paying for ad campaigns.


Speaking about the offerings for retailers, Chatterjee said, “With this launch, our aim is to support the entire retail ecosystem, from shopping sites and large retailers to small local shops, and give them the tools, technology and scale to thrive in today’s digital economy.”

According to the Sixth Economic Census, there are 58 million SMBs in India of which 35 per cent are engaged in retail trade. However, a very small number of them have an online presence -- clearly highlighting a huge opportunity for retailers to surface their merchandize to the millions of online consumers. 

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AppsFlyer appoints Nikhil Parachure as Director - Solutions

Parachure brings over 11 years of experience with specific expertise in mobile and digital marketing, marketing automation, mobile analytics, web analytics and business intelligence

exchange4media Staff 3 days ago


AppsFlyer, the global leader in mobile attribution and marketing analytics, has announced the appointment of Nikhil Parachure as Director - Solutions Architect for the India market. In this role, Nikhil will primarily be responsible for providing insights that shape the marketing strategies of AppsFlyer’s clients, as well as advise enterprise businesses and educate the market how to leverage AppsFlyer’s technology, products and service to address mobile and marketing challenges. Nikhil will also drive the Customer Success functions and work closely with various internal and external stakeholders, enabling businesses to develop strategies that will enable AppsFlyer’s clients to achieve new levels of growth.

Parachure brings over 11 years of experience with specific expertise in mobile and digital marketing, marketing automation, mobile analytics, web analytics and business intelligence. Prior to joining AppsFlyer, Nikhil was the founder of Measur-ed, a measurement and revenue consulting company. He has also held senior roles at Ajio, Myntra, and Iprospect India. He will be based in Bengaluru, India, and report to Sanjay Trisal, Country Manager for AppsFlyer in India.

AppsFlyer has witnessed tremendous growth in India since establishing its office in 2015 with a headcount of under ten, and continues to expand its team and dedicate significant resources for empowering brands, marketers, and app creators in India to grow domestically and beyond. Today it is the market leader in mobile attribution and marketing analytics with five times the number of employees than when it first started. AppsFlyer’s business has grown by three times year-on-year over the past three consecutive years, while acquiring new clients in every vertical.

Growth highlights between 2017 and 2018:

  • App installs measured - 73% increase
  • In-app events measured - 331% increase
  • Number of apps running in India: 19% increase
  • Media spend measured - 277% increase

Speaking on the development, Sanjay Trisal, Country Manager, India, AppsFlyer, said, “AppsFlyer’s strong emphasis on hiring, marketing, sales, support, and product management are part of our commitment to the India market, which continues to offer us opportunities through its growth and development. We can only measure our success based on our clients’ success, and Nikhil brings to his role a depth of experience and insights from customer perspectives in the area of mobile and digital marketing. We believe he is well-placed to support our team in helping AppsFlyer achieve success for its customers in India.”

AppsFlyer owns 75% of the market share and works with over 250 clients in India, 94% of which comprise leading industry players across Telco, OTT, eCommerce, and News. In addition, AppsFlyer is the most trusted partner in India’s BFSI, video OTT and entertainment sector. Some of AppsFlyer’s clients include Airtel, Paytm, Vodafone-Idea, Hotstar, ICICI and more.

Globally, AppsFlyer previously raised US$56 million for its series C round in January 2017, which brought its total funding to US$84 million. Since then, it has planted its roots firmly in Asia, investing heavily in new offices and hiring while obtaining an impressive regional market share of 80%. The company also surpassed $100 million in Annual Recurring Revenue (ARR) in the third quarter of 2018, growing at 100% every 12 months.

Driving the company’s revenue growth are the 85,000 apps whose marketers use AppsFlyer’s products and services, propelling the company to over 70% market share worldwide. In the past year, AppsFlyer has continued to form partnerships with many prominent global brands, including eBay, NBCUniversal, Adidas, Hyundai, Coca-Cola, Times Internet, Grab and ByteDance.

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Biggest Trends of 2018 - The Year of Digital Becoming Mainstream

Guest Column: Sahil Shah, VP Operations & Media - South and West, WATConsult, on the top digital trends of 2018 that took India into full gear

Sahil Shah 3 days ago

sahil shah

It’s the best time of the year and how. Well on one side it’s everybody’s favorite month; December! And on the other, it’s because of a fantastic year that’s passing us by.

Clearly, much has happened for digital in India over the last one year and a lot needs to be spoken about. In my view, it’s been a key year that has changed the course of digital by starting to impact the lives of over half a billion Indians (truly going mainstream!). But no, I am not here to talk about how the JIO revolution democratized data costs to build more connected consumers or the rise of affordable smartphones that’s pretty much scaled adoption to 350 MN+ Indians. Instead, I am going to talk about some key trends that have emerged in 2018 due to these industry defining shifts in adoption and scale of digital.


Here the top digital trends of 2018 that took India into full gear:


Rise of Bharat

Digital in India has grown to nearly 500 MN users with almost 40% coming from rural India. Which means 200 MN audiences in India, mostly media dark, is a brand new audience a digital marketer can start addressing as a function of “growth hacking” through digital. Both voice searches (400% rise) as well as vernacular language adoption (higher than English, already) have had considerable scale too. To top it all, only 22% of rural India accesses Internet in terms of penetration leaving a huge room for growth and building the next 300 MN heavily through rural India.


Quick Fact: Bihar is the highest YouTube watching state in India by time-spent which only proves that there is going to be steady rise in vernacular content, no. of rural users and heavy video consumption.


Video, Video & More Video

This is no surprise in the almost free data world that we are living in. YouTube has reached a billion home page impressions in a day, Instagram recently launched IGTV for long form vertical video content and Facebook introduced an optional “video only” newsfeed. All of this triggered due to consumers tilting towards video watching more than anything else on the internet. OTT players saw more than double digit growth in all event/show formats, live & non live. The biggies of OTT world; Netflix, Hotstar, Amazon Prime, etc. have started to see immense amount of growth in regional language video content over English; due to huge dearth + demand of/for it. So comfortably video has arrived and is here to stay for the long term.


Apps Breaking the Internet

The app world is continuing to surprise us with more and more apps getting adopted by Indians daily. While there are some functional apps, some flash in the pan ones and some niche ones solving specific problems; the year of 2018 highlighted two big apps sitting right in the top 10 lists of almost every young mobile user in India. First one being, TikTok (previously known as built on content off the people, for the people and by people model and the second one was an addictive social gaming app called PUBG. These two struck chords of millions of young Indians and is on every marketers target list to consider.


Digital Transformation

A lot of introspection has started to happen inside the walls of various (small and large) businesses. Brands that have grown doing digital marketing is a passé now; 2018 was the year when digitization and digitalization took the driver’s seat. How do you win the customer in a digital first world by harnessing the power of data is the key question. And for this reason, businesses have started to rethink their models and automate processes to become more agile and deliver better. There are many industries that are experiencing transformation; right from consumer appliances to healthcare to education and even agriculture. In the years to come, we will start to see the impact of it all for other industries to follow.


Digital Commerce

India’s e-commerce industry has continued to evolve over the last one year. The FMCG & Food industry has gone completely hyperlocal with same day or even 2 hour delivery formats while the retail industry is going through an“omnichannel experience” transformation for a customer. There is a steady rise in non-cash payments that’s been built through assisted e-commerce practices. Digital payments is a segment, everyone from banks to technology companies are targeting as the upside is huge and 2018 was the year when it has started to see considerable growth at scale.


Data Driven Decisions

In today’s time every marketer is looking at building her/his brand through digital as a key marketing and commerce channel. 2018 was the year when data started getting used to a fuller potential in order to take better marketing decisions. For e.g., Flipkart created a record breaking 3 MN video ads by using 200 audience signals for their Big Billion Sale. This just shows the scale and breadth of how data is started to put to use. An increasing number of brands are shifting focus from platform buying to audience buying and 2018 saw a big rise with clients, agencies and publishers all working towards the same goal.

All these trends and much more would not have been possible if digital in India did not grow at the pace it has and through the relentless efforts of publishers, agencies, clients as well as the governmentto adapt to digital in an ever evolving form, making it truly mainstream in India. There’s a lot to work on for the future in the field of digital where predictive marketing, voice (rural & urban), AI, blockchain, AR/VR, robotics, etc.will start to break new grounds. I am no Nostradamus to predict where India will go from here but I do know it will quickly catch up on advanced digitization and digitalization of every kind to become the front runners on digital in the world in the years to come.


(The author is VP Operations & Media - South and West, WATConsult)


Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

VP Operations & Media - South and West, WATConsult

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Cognizant to acquire New York-based creative content agency, Mustache

The acquisition will expand Cognizant Interactive’s digital content capabilities, adding video development and distribution

exchange4media Staff 4 days ago


Cognizant has announced it is acquiring Mustache, a privately-held creative content agency based in Brooklyn, NY, known for its innovative approach to planning, producing and distributing compelling video content and programming. The transaction is expected to close in the first quarter of 2019 subject to satisfaction of certain closing conditions. Financial details were not disclosed.

Founded in 2010, Mustache specializes in creating award-winning original and branded content for digital, broadcast and social mediums, all increasingly important for marketers. An April 2018 study by the Interactive Advertising Bureau (IAB) shows that nearly 60 percent of marketers’ digital ad budgets today are allocated to video alone, and spending continues to rise.

Mustache’s capabilities extend across the content creation continuum, from developing concepts through to production, post-production, and distribution services. Mustache’s TV business unit is widely recognized for its expertise in long format video development, including the “Most Expensivest” reality series created for Viceland. The agency is also recognized for its integrated campaigns across a range of industries, including tech, tourism, beauty and television marketing. Mustache’s clients include leading edge brands such as: A&E Networks, Brand USA, Google, Grammarly, L'Oréal, Netflix, and Viceland.

Upon the close of the acquisition, Mustache’s team of content experts -- including creative directors, strategists, art directors, writers, producers, animators, graphic designers, video editors, and post production specialists -- will become part of Cognizant Interactive.

Speaking about the acquisition,  Donna Tuths, Senior Vice President and Global Head of Cognizant Interactive, said, “CMOs are looking for a single-source, at-scale provider to help them with the capabilities they need to win in the experience economy."

She continued, “Creating engaging content remains a singular challenge due to the demands of ‘always on’ social media channels – especially when it comes to video. With the addition of Mustache, Cognizant Interactive is even better positioned to fill this need.”

Tuths added, “We look forward to welcoming the Mustache team to Cognizant Interactive. These highly-skilled content specialists and the rich expertise they bring will set us apart in our ability to provide a complete range of digital content services, particularly long format video, which we know is increasingly driving consumer engagement and purchase decisions.”

“Mustache was born of the conviction that brands need to connect and engage with their customers more authentically, and the best way to do that is through honest, compelling, and provocative content,” said John Limotte, Founder, Chief Executive Officer, and Executive Creative Director, Mustache. “By joining forces with Cognizant, we can leverage their deep resources and geographic reach to scale our capabilities more quickly and effectively to provide clients with more comprehensive solutions — marrying our content and creative with their cutting-edge technology and analytics to create a powerful, forward-looking, full-service model. We are particularly drawn to the global agency network developed under Cognizant Interactive, and the leading position they’ve taken on applied innovation and on solving clients’ challenges with what they call a ‘human-centered’ approach. We look forward to combining our strengths with Cognizant to deliver great results for clients.”

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US hearing: Google CEO Sundar Pichai questioned on data, content, China search engine

Sundar Pichai testified before the US House of Representatives Judiciary Committee on Wednesday

exchange4media Staff 4 days ago


Google Chief Executive Officer Sundar Pichai on Wednesday testified before the US House of Representatives Judiciary Committee. The hearing was titled, ‘Transparency & Accountability: Examining Google and its Data Collection, Use and Filtering Practices”, and was led by Chairman Bob Goodlatte.

According to media reports, during the hearing, which lasted for more than three hours, US lawmakers questioned Pichai on a host of issues, including political bias, tracking users, content moderation and a China search engine.

Pichai reportedly opened the session saying that as an American company, Google cherishes the values and freedoms that have allowed it to grow and serve so many users. He said the company works and will continue to work with the government to keep the country safe and secure.  

On being questioned about Google’s plan to launch a censored version of its search engine in China, Pichai reportedly said that at the moment there is no plan to launch a search engine in China. He, however, did not fully deny the possibility. “If we ever approach a decision like that, I will be fully transparent regarding this, including with policy makers,” he reportedly said.

The lawmakers then question Pichai if Google's search results were politically biased. Pichai replied, saying that the search results were based on algorithm and were not influenced by any bias.

“Users also look to us to provide accurate, trusted information. We work hard to ensure the integrity of our products, and we’ve put a number of checks and balances in place to ensure they continue to live up to our standards. I lead this company without political bias and work to ensure that our products continue to operate that way,” he was quoted as saying by some media reports.

Pichai was also asked if Google could track the location of an individual. He replied that Google did have access to users’ basic information, but the company keeps track of how that data is being used.

The CEO also faced questions on the kind of content being allowed on the platform. Pichai said that “this is an area we acknowledge there’s more work to be done.” He shared that the company gets around 400 hours of video every minute on YouTube and agreed that it is their responsibility to check the kind of content that is allowed.

Another question that Pichai faced was why US President Donald Trump’s photos appear in Google Search when one searches for the word ‘idiot’.

Pichai’s reply was that Google relies on several parameters when a search result shows up, and it is not one factor that determines rankings.

“Things like relevance, freshness, popularity, how other people are using it. And based on that, at any given time, we try to rank and find the best search results for that query,” he reportedly said, adding that Google does not manually intervene in search results.

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