martech
Middlemen, meet martech: Brands sync trade and consumer playbooks
In a market that demands cohesion across channels and stakeholders, B2B2C brands are using martech to unify messaging, boost conversions, and keep both intermediaries and consumers equally engaged.
Not your agency, not yet SaaS: BrandPipal picks a third lane
The new venture incubated by NLB Services bets on Marketing-as-a-Service to cut through bloated retainers, fragmented teams, and creative-tech silos. The model? Modular, measurable, and built for scale.
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Marketing to machines: When bots become the target audience
As agentic AI retools the customer journey, Netcore’s founder and MD, Rajesh Jain, explains why marketers must now influence not just humans — but also the autonomous algorithms deciding on their behalf.
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India’s creator economy meets Adobe’s global agenda at WAVES 2025
From in-housing to automation, its WAVES push forces marketers and creative shops to rethink their value in an AI-first content economy.
India's digital advertising industry to be INR 69,856 crores by end-2026: Study
Estimated to touch INR 59,200 crores this year, the country's digital advertising market is growing at 19.09%, according to a Dentsu report.
Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.
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