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Members Only: First Second Strategy Report 2019

MMAGlobal — Sat, 02 Mar 2019 20:49:04 +0000

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Members Only: First Second Strategy Report 2019

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March, 2019

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How Programmatic Advertising Is Powering the Future of Media Efficiency

Rutbah Modi — Thu, 26 Feb 2026 10:34:37 +0000

February 26, 2026

For all the years I have spent in the digital industry, media efficiency was measured through reach, frequency and cost metrics. These indicators still do matter but they no longer tell the full story.

As a Founder who is working in proximity with brands, supply and technology partners, I’ve witnessed closely how programmatic advertising has evolved over the years into a powerful engine for smarter, more efficient decisions.

At its core, programmatic advertising replaces manual decision making with intelligence. Instead of relying on broad assumptions, it relies on real-time data, AI-driven algorithms and predictive models to determine where, when and how media investments should be positioned.

This shift has entirely changed how efficiency is defined in our digital world, especially when it comes to spending less but smarter. However, this shift has only been possible owing to a few core pillars.

One of the most impactful changes that I have seen programmatic bring is precision targeting. Media efficiency today is about relevance. Programmatic prioritizes that relevance and empowers us to reach the right audience at the right moment rather than running behind scale, just for the sake of volume. By leveraging contextual signals, behavioral insights and real-time performance data, it also makes campaigns far more adaptive and effective.

Building on this multi-channel foundation, one of the most transformative applications of programmatic precision has emerged in Connected TV (CTV). As streaming continues to replace traditional television, CTV advertising combines the brand-building power of television with the precision and measurability of digital. By leveraging CTV, we can now deliver household-level targeting and real-time optimization on premium content that audiences are actively engaging with.

CTV works well because it carries the ability to bridge the gap between awareness and action. Viewers engage with content on large screens in immersive environments, making it ideal for storytelling. This simultaneously enables result-driven outcomes through addressable targeting and attribution.

While precision targeting through CTV delivers the right message to the right audience, the true competitive advantage of programmatic lies in its ability to optimize these decisions in real time. This is where agility comes in the picture. Whereas traditional media planning often locks decisions weeks in advance, programmatic enables campaigns to evolve in real time. Almost everything like creative elements, placements, bids and targeting, can all be optimized dynamically based on what's working and what's not.

Staying ahead in this space also means embracing and exploring new layers of the ecosystem. Ad CP (Ad Context Protocol) is one such emerging layer within the programmatic landscape that we are steadily exploring. Still new to the market, Ad CP represents a shift toward context-led intelligence, where media decisions are informed by real-time environments, moments and relevance. By structuring contextual signals across platforms and channels, Ad CP enables more adaptive, privacy-safe and intelligent optimization.

As this framework of Ad CP evolves further, we see strong potential for it to play a key role in driving the next phase of programmatic efficiency.

The role of creative intelligence is another important and a personal favourite pillar in programmatic efficiency. Data cannot drive performance by itself. Thus, when dynamic creatives are layered into programmatic strategies, media becomes more responsive.

This integration of Rich Media with programmatic infrastructure means that creative can now scale with the same intelligence as media buying. Dynamic creative optimization (DCO) powered by Rich Media formats allows hundreds of creative variations to be generated and tested automatically. This ensures that each audience segment receives the most relevant, engaging message possible making media more impactful.

This kind of flexibility reduces waste and ensures that every impression is able to serve a purpose.

My experience has taught that beyond everything, media efficiency is deeply connected to transparency and accountability. These insights are what has helped us build a powerful inhouse programmatic platform, AudienceConnect. A space that has truly revolutionized how we enable brands to make safer and smarter decisions. Programmatic platforms like ours provide visibility into performance at every stage of the funnel which empower marketers to move beyond vanity metrics while focusing on meaningful outcomes like -

Engagement quality
Conversion impact
Long-term value

This empowers brands to make informed decisions rather than impulsive ones.

The Future

Looking ahead, the future of media efficiency will be defined by integration. Programmatic will continue to evolve by bringing together AI, first-party data, privacy-safe targeting and creative automation into a single ecosystem.

Efficiency will cease to be about cost reduction and would further become about maximizing relevance, impact and return on investment at every touchpoint.

In my view, brands like ours that have begun embracing programmatic beyond a tool, as a strategic capability will be the ones that achieve true media efficiency, today and in the years to come.

- Pulkit Narayan,Founder & CEO, DangleAds Technologies

Region:

APAC

Article

Data & AI in Marketing: Beyond the Hype, Into Action

Rutbah Modi — Thu, 26 Feb 2026 10:27:52 +0000

February 26, 2026

Marketing has fundamentally changed.

Data is no longer something brands analyse after a campaign ends. It now sits at the centre of how customer conversations are planned, executed, and optimised in real time. Similarly, AI has moved beyond being an “emerging” capability — it is fast becoming a core operating layer for modern marketing organisations.

Industry forecasts suggest that by late 2026, a significant share of creative output will involve generative AI. For marketers in India, the shift toward data- and AI-led decisioning is no longer optional — it is foundational to remaining competitive.

From Monthly Reports to Continuous Decision Systems

Traditional marketing followed a linear cycle: launch campaigns, review performance retrospectively, and apply learnings to the next plan.

That approach no longer reflects how the media operates today.

Modern marketing systems are designed to learn continuously. They respond to live signals — impressions, engagement, site behaviour, and conversion patterns — and adjust in near real time.

In earlier agency-led models, reporting often lagged weeks behind execution, by which point market conditions and consumer behaviour had already shifted. The move to real-time decision systems has fundamentally changed this dynamic, allowing brands to optimise while campaigns are still in market rather than after outcomes are locked in.

The Role of Data Clean Rooms

As data usage increases, so does the need for secure, privacy-first collaboration.

Customer data clean rooms enable brands and partners to work with web, app, CRM, and media exposure data without exposing raw customer identities. Each party retains ownership of its data while still enabling shared insights for audience creation, measurement, and activation.

This architectural shift is increasingly critical as third-party identifiers decline and privacy regulations tighten.

At PerformAce, our platform is built to connect CDPs, clean rooms, and media execution layers. This allows first-party data to inform programmatic, CTV, and contextual activation — including bidding logic, frequency control, creative optimisation, and audience scaling — while remaining compliant and privacy-safe.

Three Cornerstones of AI-Driven Marketing

1. Hyper-personalisation at scale

Campaigns such as Cadbury’s “Not Just a Cadbury Ad” demonstrate what becomes possible when creative strategy is combined with data and automation. Thousands of localised video variants were produced within a single campaign, driving material improvements in engagement by making messaging contextually relevant at a local level.

Such execution relies on AI systems processing multiple live inputs — including location, inventory availability, and behavioural signals — and translating them into creative outputs at scale.

2. Predictive, not reactive, decision-making

Personalisation improves relevance in the moment. Prediction improves outcomes over time.

AI-driven models are increasingly used to anticipate user intent, churn risk, and lifetime value. In sectors such as BFSI and telecom in India, these models already influence retention strategies, service prioritisation, and offer management.

When predictive scores are integrated into media platforms, optimisation extends beyond targeting. Bids, frequency, sequencing, and creative selection can be adjusted dynamically, allowing media to respond to likely future behaviour rather than relying solely on historical performance.

3. Attribution clarity

As customer journeys fragment across channels and screens, attribution requires more than last-click models.

AI-enabled multi-touch attribution frameworks help marketers better understand contribution across touchpoints, reducing waste and improving incremental outcomes.

At PerformAce, campaign planning and reporting are structured around these advanced measurement frameworks — with emphasis on incremental reach, attention quality, and business impact rather than surface-level engagement metrics.

The Next Phase: AI as an Operating Layer

Globally, some platforms are moving beyond tools toward outcome-linked AI deployment models. Companies such as Bairong Inc in China illustrate how AI agents are being applied across marketing and customer management with performance tied directly to results.

As these models mature, the role of media and marketing platforms will evolve. Optimisation will extend beyond bids and placements to orchestrating how human teams, AI systems, and automated customer journeys work together across channels.

For PerformAce, this reinforces our focus on building systems that integrate intelligence, activation, and measurement — rather than point solutions.

First-Party Data, Privacy, and Trust

With increasing regulatory scrutiny and the deprecation of third-party identifiers, first-party data quality and governance are becoming decisive advantages.

Brands are reallocating budgets toward privacy-compliant analytics and activation models. At PerformAce, campaigns are designed around consented data, secure, clean-room collaboration, and modelled audiences that deliver performance without compromising trust.

Strong data governance improves AI effectiveness. Weak governance amplifies risk.

Where to Begin

For most marketing organisations, progress typically starts with:

Assessing which data sources actively inform decisions today
Prioritising a small number of high-impact AI-led use cases
Ensuring data, AI models, and media execution systems are connected

This intersection — where strategy translates into measurable outcomes — is where PerformAce works most closely with brands.

Closing Perspective

The next phase of marketing leadership will not be defined by the size of a technology stack, but by how effectively data, AI, and execution are aligned.

Brands that treat data as a customer asset, AI as an execution layer, and partners as extensions of their decision-making systems will be best positioned to drive sustained growth.

- Vishal Raj, Business Head – APAC

Performace

Region:

APAC

Article

Teads Partners with Google TV™ to Expand CTV HomeScreen Availability Globally

Rutbah Modi — Thu, 26 Feb 2026 10:17:43 +0000

February 26, 2026

Teads HomeScreen Inventory Now Reaches Over 500M TV Devices

Teads, the omnichannel outcomes platform, has partnered with Google TV to expand its connected TV (CTV) HomeScreen ad inventory significantly. This strategic partnership gives brands access to one of the most prominent, high-attention placements on connected television, appearing as the first visual impression on Google TV devices across major global markets, including the Asia-Pacific region.

With Google TV Masthead, advertisers get access to a large, engaged audience in a premium viewing environment. Google TV brings together 400,000+ movies, shows, and more from across 10,000+ apps, so they’re in one place; and with personalized profiles and recommendations, everyone’s experience is customized for them. These innovations make content discovery more intuitive and conversational, creating an even more valuable moment for HomeScreen placements to capture attention.

The expansion is particularly significant across Asia-Pacific (APAC), where CTV adoption continues to accelerate and streaming has become a primary mode of content consumption. Markets such as Australia, New Zealand, Japan, India, South Korea, Taiwan, and Southeast Asia represent strong growth opportunities for brands seeking to reach highly engaged, premium audiences through large-format, high-impact HomeScreen placements.

"Our partnership with Google TV is designed first and foremost to drive impact for our clients,” said Simon Klein, SVP Commercial Strategy CTV at Teads. “Google TV offers exceptional reach and premium supply, and by pairing that with Teads’ creative and omnichannel capabilities, we’re able to bring brands a unique entry point that doesn’t just reach viewers - it commands attention and delivers premium quality."

To help brands get the most value from premium placements, Teads pairs its media with the creative innovation of Teads Studio, our in-house team focused on optimizing storytelling across screens. As pioneers of 3D creative formats on the CTV HomeScreen, Teads Studio turns standard video assets into dynamic, interactive experiences that boost attention and recall. One example is our work with Michelin on the “Motion for Life” campaign. BETC (Michelin’s creative agency), guided by Teads Studio, leveraged the HomeScreen’s high-impact canvas to build a 3D creative execution. The results were strong, delivering +7 percent brand favorability, +8 percent perception of safety, and +6 percent brand consideration, proving that pairing high-quality creative with premium CTV environments delivers meaningful brand impact.

To date, Teads has had more than 4,000 CTV HomeScreen campaigns successfully activated since its launch in 2023. HomeScreen inventory reaches 500m+ unique devices, and campaigns have been run by premium brands globally, including Cartier, Nestlé, and Air France.

Forward-Looking Statements

This press release contains forward-looking statements within the meaning of the federal securities laws, which statements involve substantial risks and uncertainties. Forward-looking statements generally relate to possible or assumed future results of our business, financial condition, results of operations, liquidity, plans and objectives. You can generally identify forward-looking statements because they contain words such as “may,” “will,” “should,” “expects,” “plans,” “anticipates,” “could,” “intends,” “guidance,” “outlook,” “target,” “projects,” “contemplates,” “believes,” “estimates,” “predicts,” "foresee,” “potential” or “continue” or the negative of these terms or other similar expressions that concern our expectations, strategy, plans or intentions.

We have based these forward-looking statements largely on our current expectations and projections regarding future events and trends that we believe may affect our business, financial condition and results of operations. The outcome of the events described in these forward-looking statements is subject to risks, uncertainties and other factors, including but not limited to: the risk that we may be unable to maintain or expand our strategic partnership with Google TV or other CTV partners; technical challenges related to integrating our advertising demand with CTV operating systems; the risk that advertisers may not adopt CTV HomeScreen formats at the rates we anticipate; the highly competitive nature of the CTV and streaming advertising market; and the other important risks described in the section entitled “Risk Factors” and elsewhere in the Annual Report on Form 10-K filed for the year ended December 31, 2024, and our Quarterly Reports on Form 10-Q filed for the quarters ended March 31, 2025, June 30, 2025, and September 30, 2025, filed with the Securities and Exchange Commission (the “SEC”), which are available on our website at https://investors.teads.com/ and on the SEC’s website at www.sec.gov.

Accordingly, you should not rely upon forward-looking statements as predictions of future events. We cannot assure you that the results, events and circumstances reflected in the forward-looking statements will be achieved or occur, and actual results, events or circumstances could differ materially from those projected in the forward-looking statements. We undertake no obligation to update any forward-looking statement to reflect events or circumstances after the date on which the statement is made or to reflect the occurrence of unanticipated events. We do not assume any obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by law.

About Teads

Teads Holding Co. (“Teads”) (Nasdaq: TEAD) is the omnichannel outcomes platform for the Open Internet, driving full-funnel results for marketers across premium media. With a focus on meaningful business outcomes for branding and performance objectives, Teads drives value with every media dollar by leveraging predictive AI technology to connect quality media, beautiful brand creative, and context-driven addressability and measurement. One of the most scaled advertising platforms on the open internet, Teads is directly partnered with more than

10,000 publishers and 20,000 advertisers globally. The company is headquartered in New York, New York with a global team of around 1700 people in 30+ countries.

For more information, visit www.teads.com.

Google TV is the name of this device's software experience and a trademark of Google LLC.

Region:

APAC

Article

Admizu

Shauna Peck — Wed, 25 Feb 2026 19:44:30 +0000

www.admizu.com

Scaling your app with data!

Our solutions will unlock new audiences for your product by leveraging technology to target the best potential customers.

Once we understand your commerical goals, you will be able to focus on your product features while we work as an extension to your internal marketing team.

We’ll help you climb out of walled gardens to attract new audiences and reach your KPIs.

Admizu mobile advertising team will handle all the campaign management and optimizations to establish a fully-managed service where your only concern will be to set the targets of your offer.

Ecosystem:

Solutions Provider

Member Type:

Parent

Company_profile

The State of Brand Marketing Accountability

MMAGlobal — Wed, 25 Feb 2026 04:22:36 +0000

Thursday, March 19, 2026 - 12:00pm to 1:00pm EDT

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