With no unified measurement currency in sight, marketers are shifting focus from perfect attribution to actionable insights that drive faster, data-led decisions, say experts

Kanchan Srivastava Nov 12, 2025 9:33 AM

Even as massive marketing budgets are being channelled into performance campaigns, as much as 50% of attribution lies in the grey zone, say experts 

Kanchan Srivastava Nov 10, 2025 8:49 AM

Since on the open web, attribution is fragmented and less reliable, experts say brands are reallocating to walled gardens as it helps with data control, measurability, and brand safety concerns 

Shantanu David Apr 25, 2025 9:35 AM

With data being centralized and not distributed, industry observers note platforms like Swiggy and Zepto are giving rise to ‘mini’ walled gardens with the help of behavioral and transactional data

Shantanu David Apr 9, 2025 9:09 AM

Tejinder Gill, MD, The Trade Desk, writes about the democratised open internet and its promise of greater choice, transparency, and efficiency

Tejinder Gill Feb 6, 2025 9:05 AM

The CEO of Digitas India spoke to e4m about the diversity and complexity of the Indian market, the impact of AI on business processes and much more

Shantanu David Aug 9, 2023 9:11 AM

Industry observers note that large advertisers have started investing in other platforms, and tech biggies like Google and Meta are feeling the pinch

Kanchan Srivastava Dec 20, 2022 8:51 AM