Category: How it Works

Ethical Marketing in edtech – The balance of profit and purpose

Trouble begins when the makers and marketers of one kind of product start trying to build stories that cater to a people that aren’t meant to be your customers in the first place. And trouble grows when those customers sooner or later discover that your product’s ecosystem is built around a foundation they don’t subscribe to. Do this enough times and trouble really explodes. (Representative image by Melanie Deziel via Unsplash)

Telling potential and existing customers a story that’s not authentic to your purpose is a fool’s errand, because there’s no way to back it with the credibility that comes with all the interventions and avenues one has (hopefully) built in the service of said purpose.

ICC Men’s Cricket World Cup 2023 sees 19 percent surge in ad volumes: TAM

Number of new brands this World Cup were an encouraging 215 plus with the toppers being Bharat Petroleum Mak, Kamla Pasand Silver Coated Elaichi, Indusland Bank Indie App, Vi Cellular Phone services and Apple iPhone 15 Pro. (Image source: X via @BCCI)

Leading advertisers of the season till date are Vini Product, FX Mart, Mahindra & Mahindra, Coca Cola India, and Hindustan Unilever.

GroupM introduces comprehensive post-cookie readiness program testing Google’s privacy sandbox

1.5 Flash excels at summarization, chat applications, image and video captioning, data extraction from long documents and tables, and more. (Representative Image: Lauren Edvalson via Unsplash)

For advertisers who might not be fully prepared for the deprecation of third-party cookies, this program gives participants an opportunity to pave the way for how brands target, optimize, and measure without them.

Fine dining, fast food, and live counters. What’s that got to do with the state of advertising?

"The world had changed so much from the days of the leisurely old diners. Meanwhile customers would often complain while eating at fast-food joints ‘I still remember those amazing meals I used to have at those diners,’ " writes Jitender Dabas while comparing old diners to large networked agencies. (Representative Image: Tim Mossholder via Unsplash)

An analogy between the restaurant and Indian agency businesses that’s alarming and thought provoking at the same time.

How listing makes startups, consumer brands more accountable, responsible

Going public is the beginning of a new story for brands. The credibility and trust net will just widen from here, as there is no scope for hiding. The true test of the brand is after the IPO, they say. (Representative Image: Clark Tibbs via Unsplash)

Being in the public market itself gives startup brands immense reach and recall in a diverse country like India. That’s why brands need to be well aware of what they do thereafter.

Mahadev Betting App: Fresh scandal linked to cricket match-fixing

Google further alleges that Microsoft has engaged in similar tactics with its collaboration application, Teams, effectively locking customers into using the application even when they prefer alternatives.

The complaint on the match-fixing racket indicates that the cricket matches were “manipulated” by the syndicate. Out of 32 names, at least five are Chandrakar’s known associates said to have been operating from multiple parts the country and the Middle East to “fix” matches.

MAdtech Point: MAdTech Stack has a far bigger social responsibility in harnessing artificial intelligence

Generative AI, once the domain of science fiction, now sits at the fulcrum of a new world order. Its content creation and data analysis prowess has ushered in an era of personalised consumer experiences at a previously unimaginable scale. (Representative Image: Mohamed Nohassi via Unsplash)

It is advertising that runs the internet. The advertising industry, therefore, has a far bigger responsibility in ensuring that artificial intelligence led solutions does not go unchecked.