ctv-advertising-effectiveness

CTV moves into mainstream media plans, but measurement remains the missing link

Connected TV Advertising in India: Bridging the Measurement Gap?blur=25

As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes

Kanchan Srivastava Jun 29, 2026 8:48 AM

Reliance Retail's Lalatendu Panda on why CTV is quick commerce's next frontier

JioMart's Lalatendu Panda Explores CTV's Role in Quick Commerce?blur=25

At e4m Connected TV Conference 2026, the Senior VP and Business Head of Reliance Retail, made a compelling case for treating CTV not as a media novelty, but as a strategic brand-building engine

e4m Staff Jun 11, 2026 6:25 PM