economics
Brands may now have to place greater emphasis on outcomes, meaningful engagement and quality of reach rather than treating every additional minute inside a platform as equally valuable
Shantanu David Aug 19, 2026 9:24 AM
More than 1,000 media jobs are estimated to have been lost in 2026 as weak economics, AI and restructuring remake Indian newsrooms
Tasmayee Laha Roy Aug 10, 2026 9:20 AM
A week of heightened public attention became an unplanned stress test for India's digital ad economy
For creators, political expression is no longer just a matter of personal belief, it is increasingly becoming a business decision with financial consequences
Shalinee Mishra Jul 29, 2026 9:00 AM
If publishers impose the surcharge, some advertisers may accept it because they value the credibility and influence that newspapers continue to enjoy; others may negotiate harder
e4m Staff Jul 24, 2026 12:12 PM
As AI agents begin verifying business outcomes rather than just reporting them, the ad industry braces for a valuation reset that could separate ‘provable performance’ from ‘promised reach’
Anuja Jain Jun 17, 2026 8:48 AM
Publishers are turning crawler blocks into a negotiating tool and the fight is no longer only about traffic loss. It is about who gets paid when journalism becomes raw material for AI
Kanchan Srivastava Jun 3, 2026 8:37 AM
Guest Column: Marketing veteran Rajeev Budhiraja on India’s need for a national shift towards civic maturity alongside economic growth
Rajeev Budhiraja May 16, 2026 2:26 PM
Ultra-low production costs, AI-led workflows and mobile-first storytelling are turning microdramas into one of the biggest disruptions to India’s streaming economy since OTT itself
Kanchan Srivastava May 15, 2026 8:57 AM
As conversational discovery enters streaming platforms, agencies and CTV leaders debate whether better engagement signals translate into stronger inventory quality and effective yield
Shantanu David Mar 6, 2026 9:25 AM
With increasing costs and discovery becoming competitive, FMCG brands are moving from driving traffic to owning the answer, and are creating crisp, structured content that Google can easily pick up
Sunidhi Vijay Dec 8, 2025 8:43 AM
Along with TV, OTT and digital, carmakers are stressing the use of radio and vernacular communication to connect with consumers in the last mile
Aditi Gupta Oct 3, 2023 8:42 AM
According to Analysis by Oxford Economics, the YouTube creative ecosystem also supported 6,83,900 jobs
exchange4media Staff Mar 5, 2022 8:18 AM