1.How Google AI Overviews are changing the PPC game
Google’s AI Overviews are reshaping the search landscape by pushing paid ads and organic listings down the page, leading to lower visibility and fewer clicks for advertisers. Adthena’s study highlights the impact across various industries, emphasizing the need for marketers to adapt their strategies to maintain brand visibility. [Source: Search Engine Land]
2. How e-commerce, q-commerce, and content are powering India’s $1 trillion digital future
India’s digital economy is set to reach $1 trillion, driven by internet penetration, evolving demographics, and policy changes. The rise of e-commerce, quick commerce, and content platforms like Swiggy, Urban Company, and short-form video platforms are key contributors to this growth. Additionally, consumer spending on health, wellness, and financial services is increasing, reflecting changing priorities.
[Source: Best Media info]
Generative and agentic AI are revolutionizing customer service by enhancing efficiency and empathy. While virtual agents offer speed, human agents are preferred for their empathy and problem-solving skills, suggesting a hybrid approach is essential. [Source: Marketing Tech News]
4. What Is Prescriptive Analytics? Definition, Benefits and Real-World Example
AI-enhanced prescriptive analytics is revolutionizing decision-making by providing real-time, actionable recommendations. It’s being integrated with generative AI to optimize operations across various industries, from finance to healthcare, making it a strategic necessity in 2025. [Source: CMS Wire]
5. CTV is booming, but most brands don’t know how to use it right: MiQ
Connected TV (CTV) is rapidly gaining traction in India, with ad spending expected to rise significantly. Despite its appeal, MiQ emphasizes that CTV isn’t always the best fit for every marketing strategy. They advocate for a data-driven approach, focusing on business objectives rather than defaulting to CTV. Their AI-powered platform, Sigma, helps harmonize disparate data for more effective campaign execution. [Source: Best Media Info]
6. Website performance budgets are key to a more sustainable internet
Website performance budgets are essential for creating a more sustainable internet by reducing digital carbon footprints and improving user experience. By setting constraints on aspects like page load time and file size, designers and developers can make resource-conscious choices that align with both user needs and environmental sustainability. Integrating performance budgets into every stage of a project encourages a commitment to efficient, environmentally responsible web design. [Source: Marketing Tech News]
7. Finding success in the new programmatic era
The digital advertising industry is dominated by tech giants like Google, Meta, and Amazon, creating ‘walled gardens’ that limit diversity and creativity. Quantcast offers a platform to overcome these challenges by promoting growth outside these walled gardens, using advanced AI and a proprietary live data set to reach audiences across various channels and cookieless environments. This approach helps smaller advertisers and independent agencies reduce costs and improve performance. [Source: Marketing Tech News]
8. Cross-channel marketing strategies boost conversion rates by up to 31%
Cross-channel marketing strategies can significantly boost conversion rates, with potential increases of up to 31%. It’s crucial to understand regional and industry-specific nuances to optimize these strategies, enhancing customer engagement and app stickiness. [Source: The Marketing Tech News]
9. Why marketers are selling creativity as risk management to the C-Suite
Marketers are repositioning brand investments as strategic risk mitigators to gain C-suite support. Strong creative and brand consistency are highlighted as key drivers of long-term commercial value and resilience. Additionally, adopting a portfolio-based ROAS approach is recommended to justify investments across the full purchase funnel. [Source: Best Media Info]
10. Social media to overtake TV as India’s top ad format within five years: Magna
India’s advertising market is projected to grow by 7.8% in 2025, driven by strong domestic demand and digital transformation. Digital advertising is expected to account for 51% of total ad spend, surpassing traditional formats. Social media advertising is emerging as the largest format, set to overtake television within five years. The growth aligns with India’s broader economic outlook, with GDP growth projected at 6.2% in 2025. [Source: Best Media Info]
