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From global awards to brave work, Indian independent ad agencies are grateful that for the opportunity to come out of the shadows of larging holding companies.
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Between comparison charts and keywords searches, the humble product page has begun to lose its shine.
The era of the accountable, standardised ecosystem is beginning.
What we call 'media fragmentation' is simply reality catching up with an industry that prefers linear planning templates.
In 2026, the real shift in media will not be about platforms, channels or formats, but how attention is engineered and measured.