privacy
Meta’s push to replace phone numbers with usernames for its Indian user base has run into a wall in Delhi. But the real story is what one identity, shared across 3 apps, does for a single advertiser
Anuja Jain Jul 11, 2026 8:55 AM
Messaging platform submits its reply to the Centre's notice, while officials assess whether the proposed feature adequately addresses concerns over online fraud, impersonation and cybercrime
e4m Staff Jul 10, 2026 1:23 PM
As third-party cookies crumble and privacy law tightens its grip, marketers are discovering that the most valuable currency in advertising today is not attention, but trust
Anuja Jain Jul 10, 2026 9:03 AM
While for marketers WhatsApp handles could now become recognisable as website URLs or Instagram accounts, the feature has also reopened the debate around impersonation and phishing concerns
Shantanu David Jul 7, 2026 9:21 AM
The Meta-owned messaging platform will now begin allowing users to reserve usernames, with the feature set to roll out globally later this year
Guest Column: Dr. Sandeep Goyal explains that the rebellion against personalisation is not a rejection of technology, but a demand for boundaries
Sandeep Goyal Jun 29, 2026 9:03 AM
Jarrod Martin, Chief Transformation Officer, Omnicom Media Group and CEO of Acxiom, on why identity is becoming more valuable than data and how agencies can stay relevant in the media ecosystem
Team Impact Jun 26, 2026 9:12 AM
In a social media post entrepreneur Arnab Mitra writes that celebrations around Kunal Shah's rise at WhatsApp have overshadowed questions on data ownership, consent and regulatory oversight
e4m Staff Jun 23, 2026 1:26 PM
Kriti Sharma has 17 years of legal advisory and regulatory compliance experience across India and Southeast Asia
e4m Staff Jun 11, 2026 8:36 PM
Telecom operators, once seen as mere carriers of connectivity, are now emerging as one of the most consequential holders of consumer intelligence in the country
Anuja Jain May 2, 2026 9:14 AM
The guidelines mandate that the privacy of metered homes must be strictly maintained
Imran Fazal Mar 27, 2026 8:47 PM
Industry estimates suggest that one-time DPDP compliance costs for large organisations could range between roughly ₹2.5 crore and ₹18 crore over an 18–24-month cycle
Shantanu David Mar 4, 2026 8:51 AM
From generative AI and unified data platforms to privacy-first personalization and AI-powered discovery, these ten MarTech trends explain how brands will drive smarter, faster growth in 2026.
Brij Pahwa Feb 3, 2026 12:53 PM
As India’s digital economy matures and the DPDP Act reshapes accountability, privacy is increasingly seen as a marker of governance rather than just a compliance requirement
Anuja Jain Jan 28, 2026 9:28 AM
The question in the industry is no longer whether attribution will get harder. It is whether it will finally become something marketers can stand behind
Shantanu David Jan 15, 2026 8:37 AM
Meta and WhatsApp approached the NCLAT, which in January 2025 granted interim relief by staying both the Rs 213-crore fine and the CCI’s five-year restriction on data-sharing
e4m Staff Jan 13, 2026 6:48 PM
DPDP does not mandate mass deletion of old customer data but introduces purpose limitation, retention boundaries, and consent standards - marketers need to find a way around this, and fast
Shantanu David Jan 6, 2026 8:13 AM
The tribunal said its earlier findings on user choice, transparency, and revocable consent apply to all non-WhatsApp data uses, correcting an order mismatch and giving WhatsApp three months to comply
e4m Staff Dec 16, 2025 8:36 AM
Industry may witness quick disruptions across retail and wholesale e-commerce advertising, from programmatic adtech and third-party data ecosystems, experts say
Kanchan Srivastava Dec 12, 2025 9:08 AM
The cost is only one half of the disruption. The other half is the extended revenue decline that companies must navigate between late 2025 and mid-2027, say experts
Anuja Jain Dec 8, 2025 9:27 AM
Alongside revenue compression, the industry is also gearing up for a massive compliance cost curve that will reshape balance sheets over the next 18 months
Anuja Jain Dec 4, 2025 8:40 AM
Anil Pandit, Managing Partner, Data Strategy-Partnerships, Publicis Media India, talks to e4m on non-consented inventory losing value, how marketers can future-proof reach, and a DPDP-ready workflow
Tasmayee Laha Roy Dec 1, 2025 8:45 AM
AI-powered personalisation is advancing faster than consumer comfort, challenging marketers to redefine boundaries while maintaining relevance
Anuja Jain Dec 1, 2025 8:27 AM
A sweeping consent-first regime is dismantling India’s tracking-driven marketing economy and forcing brands to rebuild their entire digital stack from the ground up
e4m Staff Nov 25, 2025 12:30 PM
India’s negative-list approach to cross-border data transfers has opened up an unprecedented enterprise risk where an entire class of global cloud services could turn non-compliant overnight
e4m Staff Nov 24, 2025 5:56 PM
With efficiency, trust and compliance now co-existing, Indian marketing is entering a phase where legal obligations will increasingly override marketing ambitions, note experts
Anuja Jain Nov 24, 2025 2:26 PM
The DPDP act pushes companies toward cleaner data, consent-led marketing, and trust-driven monetisation models, note industry watchers
Anuja Jain and Pooja Yadav Nov 21, 2025 9:31 AM
Regulator asks appellate tribunal to specify whether WhatsApp–Meta ad-related data use must follow the same privacy standards outlined in its recent ruling
e4m Staff Nov 19, 2025 9:17 AM
IT minister Ashwini Vaishnaw has said that the government will introduce further amendments to the rules to reduce compliance timeframes
e4m Staff Nov 17, 2025 5:01 PM
Companies need to rebuild the foundations of digital governance for the next 18 months, which is the window before full enforcement
Anuja Jain Nov 15, 2025 9:03 AM
Order is emerging through compliance, consent frameworks, identity systems, first-party data, retail media power, and a regulator whose interpretations may matter more than the law
Shantanu David Nov 15, 2025 8:55 AM
The Ministry of Electronics and Information Technology has issued the final rules for the Digital Personal Data Protection Act, formally setting India’s data protection law into motion
e4m Staff Nov 14, 2025 4:42 PM
Hosted by BW Businessworld, this exclusive gathering served as the community launch for BW Privacy World – India’s first integrated platform for Data, Security, and AI leaders
Industry players say that once DPDP is enforced there will be a move further towards first-party and zero-party data, clearer policies, and seamless access for users to view, edit, or delete data
Anuja Jain Sep 26, 2025 8:31 AM
Industry watchers assert that advertising in India is moving towards a privacy-compliant future and there’s more focus on privacy & responsible use of data; clean-room models no longer optional
Shantanu David Sep 23, 2025 8:41 AM
According to Kapil Sibal, appearing for Meta, CCI’s point of ‘abusive practice has nothing to do with the data privacy policy of the platform’
India’s draft DPDP Rules mandate parental consent for minors' data, explore data localisation, and impose stricter compliance on businesses, aiming to enhance digital privacy and user protection
e4m Staff Feb 28, 2025 4:43 PM
Industry experts note that while smaller, homegrown tech providers might show agility in adapting to local rules, compliance could be harder to achieve due to fewer resources
e4m Staff Jan 27, 2025 8:46 AM
With data privacy becomes a priority for consumers, brands need to rethink their strategies, say experts
Soumya Gawri Jan 17, 2025 9:33 AM
Confidential Matching falls under a family of techniques and technologies used to match user data from different sources without exposing or directly sharing sensitive personal information
Shantanu David Sep 17, 2024 9:07 AM
While some industry watchers say Google has potential threats in the Search domain, others opine that the tech major still dominates as the default search engine & browsing habits take time to change
Shantanu David Aug 7, 2024 8:55 AM
A cookieless future is inevitable, say experts as they recommend alternative technologies like FLoC and privacy-preserving mechanisms instead
Shantanu David Aug 5, 2024 9:37 AM
Conceptualized by BBDO India and directed by notable Indian film director, Shimit Amin, the ad film follows the journey of a young man who moves to a new city
e4m Staff Jul 29, 2024 11:55 AM
I&B Minister Ashwini Vaishnaw said discussion on roles & responsibilities under DPDP are in advanced stage
e4m Staff Jul 23, 2024 7:07 PM
Anthony Chavez VP, Privacy Sandbox, has said that instead of deprecating third-party cookies Google will introduce a ‘new experience’ in Chrome that will allow people to ‘make an informed choice’
Sohini Ganguly Jul 23, 2024 9:23 AM
Addressing concerns related to privacy washing requires a multi-faceted approach involving collaboration among regulators, industry stakeholders, consumers & technology experts, say industry players
Shantanu David May 2, 2024 8:59 AM
Delay of cookie phase-out isn't just a postponement, but a wake-up call. It underscores need for an ecosystem that prioritises user privacy while delivering effective advertising, say experts
Shantanu David & Sohini Ganguly Apr 25, 2024 9:05 AM
'We will not complete third-party cookie deprecation during the second half of Q4,' said the tech giant in a blog post on Tuesday
Experts say it's all about finding a middle path where both sides feel valued - platforms get to keep the lights on & consumers get to enjoy digital world without feeling like they are being watched
Shantanu David Apr 16, 2024 9:12 AM
According to CleverTap’s MarTech predictions for 2024, generative AI will guide brands toward optimal courses of action while transforming customer engagement
e4m Staff Jan 30, 2024 11:45 AM