ï»ż

Top Story

Home >> Digital >> Article

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.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Dhoni will build awareness about digital payments through a campaign that will aim to educate consumers about the convenience and safety of debit cards

Adidas and Hima Das will work together to inspire young athletes to create positive change through the power of sport

The SVOD Bengali OTT player will soon enter UAE and Bangladesh and introduce a new monetisation channel for India