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Guest Column: Impact of artificial intelligence on programmatic advertising

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Programmatic advertising is a method of utilising software to buy digital ads. It is easier for media buyers to go through an auction-based process instead of manual negotiations for displaying their ads on digital platforms. It is one of the most innovative methods of advertising which facilitates the buying and selling of digital ad space.

On the other hand, artificial intelligence (AI) is the concept of replicating human intelligence in machines the potential of which, in turn, is unlocked by human intelligence. AI undoubtedly adds immense value to marketers.

Machine learning has revolutionised media trading & programmatic algorithms based on volumes of data. AI incorporation enhances the targeting capabilities as individuals can be targeted based on behaviour & preferences and other programmatic interactions. Ads can be personalised based on location, demographics, interactions etc. Precision targeting is required for global reach of programmatic advertising. AI is allowing advertisers to dramatically boost the efficiency of their campaigns. Programmatic uses AI technologies to make better budget decisions for advertisers. When AI is applied to programmatic advertising, it can navigate on its own, as well as provide minute insights thereby enhancing the effectiveness of the campaign exponentially.

The basis of both programmatic advertising & AI is data analytics. With the effective amalgamation of AI in programmatic advertising one can dynamically score user, accurately differentiate, bid on valuable customers & drive efficient conversions. The brands need to embrace the power & opportunities that AI bots & digital assistants provide. The search has improved drastically with the inception of AI algorithms. As per a report, the AI market is predicted to grow more than 47 billion dollars by 2020 which is a massive rise. It can also enhance the look and feel of ad creatives which can be designed to catch the attention of the viewer.

Real-time bidding can be facilitated with AI in programmatic advertising. Automation brings advertisers closer to the goals that are set by the brand. As per statistics by Zenith marketing forecasts, by 2019, 67 per cent of display advertising will be traded programmatically. Before the onset of programmatic, the process of digital ad-buying was slow & monotonous. The marketers had to negotiate for ad placement wherein they had to compromise upon cost, space or results. The need to sort this recurring issue paved way for programmatic advertising & to automate the process further, AI was incorporated with it. Thus, ad buying has now become more effective, efficient, cheaper & result-oriented. AI enables the option of whom to show the ad, when & where instead of simply negotiating the ad space. Many brands are banking upon programmatic advertising for lead generation across the globe. Right from FMCG to BFSI to real estate& tourism & hospitality, it has become a favourite of the brands.

The future also looks promising for AI enabled programmatic advertising as in times to come, through the process of machine learning audience profiling will be finalised on its own. There would be no need to use programmatic tools for filtering audience, in fact, it will evaluate customers’ behaviour and display ads accordingly.

(The author is CEO and founder, iCubesWire. The opinions expressed here are his own and Indiantelevision.com)

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Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

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Brnd.me enters Europe as haircare brands power global expansion

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Bengaluru:  Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

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TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform

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NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.

The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.

The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.

Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.

Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.

TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.

 

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