Tag: Madtech

MAdtech Point: India stack for India’s advertising technology stack

This data is available to but for $5000 per set on BreachForums, a dark net marketplace. (Representative Image: Mohammad Rahmani via Unsplash)

The utilities offered by the India Stack today, can help a developer build a full-fledged consumer engagement platform, where the Aadhaar protocol performs eKYC, UPI deployed to enable commerce and DEPA ensures that the consumer’s data is used only with their consent.

MAdtech Point: Decoding the role of account aggregators

Today, advertising and sponsorships helps publishers fund their content production needs three times to one. Subscription revenues are growing but in a market like India, ad funded content will remain salient for some time to come. It is advertising that will continue to fund the publishing ecosystem. (Representative Image: Ehimetalor Akhere Unuabona via Unsplash)

Advertising agencies in the form of account aggregators can play a responsible role. They need to reinvent themselves and believe that they can play the role of account aggregators and not leave it to the technology service providers to do that job, writes our columnist.

MAdtech Point: What will happen when third party cookies get totally deprecated?

Digital advertising is at the crossroads in fixing the ownership for this device. For more than three years, many solutions have been tabled, but a FREE all-purpose device offered scale, which none of the many other owners can match up to. (Representative image by Vyshnavi Bisani via Unsplash)

Digital advertising is at the crossroads in fixing the ownership for “the device” that collects consumer data.

MAdtech Point: If Advertising will no longer run the Internet, then what will run the Internet?

The World Wide Web Consortium (W3C), which leads development of the technical standards and guidelines to ensure that the web remains open, accessible, and interoperable, officially launched as a public interest non-profit ogranisation as of January 1, 2023. (Image via Unsplash) via Unsplash)

Impact of responsible use of consumer data and consent management is resetting the balance that runs the Internet.

MAdtech Point: Break down and rebuild the legacy digital advertising system

‘In 2023 despite GDP having grown at 7.3 percent, AdEx seems to have grown at only 10 percent which is the lowest growth Indian AdEX has seen in the last 6 years, except the COVID year,” the report added. (Representative Image: Eleni Afiontzi via Unsplash)

Existing digital ad and marketing systems cannot afford to find money to rewire themselves. It will be an outside job. But whose job?