The Changing Programmatic Advertising Ecosystem in India
The Changing Programmatic Advertising Ecosystem in India

Author(s): D. Narasimha Murthy, Fathima Raj Kilimas
Subject(s): Marketing / Advertising, ICT Information and Communications Technologies
Published by: Transnational Press London
Keywords: Programmatic Advertising; Digital Marketing; Online Advertising; India;
Summary/Abstract: The advertising industry is going through rapid transformation and the advertising spends are tilting towards the digital in recent years. This is due to the perpetual introduction of (new) media and formats, the emergence of new consumer behaviours associated with advertising, and a rising recognition of prolonged consequences of advertising. The advertising paradigm has evolved because of the media ecosystem being significantly affected by the digital shift. Marketers use computational advertising to target the most interested customers online rather than just broad audiences offline. This has led to programmatic advertising gaining traction across the globe. In this article, we will discuss the ecosystem of programmatic advertising in India, including its development, prospects, and difficulties. We will also look at the factors affecting efficiency of programmatic advertising, including how it has affected traditional media buying, how data is used in programmatic advertising, and how programmatic advertising will develop in the country.

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