With a shorter festive window this year, digital platforms are looking to make the most of premium inventory, sharper audience targeting and measurable outcomes, say industry watchers

Sandhi Sarun Aug 24, 2026 9:32 AM

The deal brings together The Variable’s broader capabilities across strategy, creative, media, social, behavioural insights and data

e4m Staff Aug 19, 2026 4:44 PM

Brands may eventually have to establish what conversational advertising says about them organically, and the medium will need a broader stack of proof, say digital experts

Shantanu David Aug 14, 2026 8:52 AM

Alphabet, Meta, Amazon and Microsoft collectively reported another quarter of robust growth, driven by digital advertising, cloud computing and enterprise software

Shantanu David Jul 31, 2026 8:59 AM

As influencer marketing evolves, brands are moving beyond creator discovery to identify what drives meaningful consumer engagement and actions

Shalinee Mishra Jul 13, 2026 9:27 AM

As brands pour bigger budgets into stand-up comedians, the shift highlights what is fuelling the investment and where marketers set boundaries

Sandhi Sarun Jul 13, 2026 8:53 AM

With weekly TV ratings on pause, the industry is forced to confront a bigger question: Has advertising become too dependent on measurement to trust creativity?

Aryendra Khan Jul 9, 2026 7:32 PM

As Cannes Lions 2026 closes with India's tally at a modest five Lions, the industry is asking a harder question: Has the race for constant content quietly replaced the pursuit of the big idea?

Aryendra Khan Jul 1, 2026 8:57 AM

Premjeet Sodhi, Global Analytics Lead at WPP Media, writes attention measurement, as it currently exists, has brought new knowledge but is only a promising first draft

Premjeet Sodhi Jun 30, 2026 12:17 PM

On ShareChat and Moj, microdramas generate over 500 million daily episodic views, with audiences following storylines across multiple episodes

NATIVE CONTENT Jun 2, 2026 12:59 PM