India’s ad market shifts toward AI, CTV, and programmatic
India's digital advertising market is undergoing an "overhaul," characterized by the convergence of AI, Connected TV (CTV), and programmatic buying practices. This shift is challenging traditional advertising models within the country.
Key Takeaways
- AI, Connected TV (CTV), and programmatic buying are converging in India’s digital advertising ecosystem.
- The shift is described as an “overhaul” of the market.
- Traditional advertising models in India are under pressure from this convergence.
Why It Matters
India’s ad market is moving toward a stack built around AI, CTV, and programmatic buying rather than older ad formats and workflows. For streaming players, that matters because CTV sits directly inside this shift, and programmatic buying is becoming part of the operating model. The article does not name specific companies or policies, but it does frame the change as broad and structural. Watch for how quickly CTV and programmatic buying become the default in India’s digital ad mix.
Read full article at whalesbook.com
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