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Writer's pictureDipak Mali

Emerging Trends Shaping Programmatic Advertising in India



Programmatic advertising is leading the way in the rapid evolution of India's digital advertising market. It is becoming an ever-more-important component of marketing strategy as companies and agencies look for more effective and efficient ways to connect with their target consumers. India is one of the Asia-Pacific region's fastest-growing marketplaces, it is essential to understand the new trends driving programmatic advertising inside this dynamic ecosystem. Four major themes that will influence programmatic advertising in India in the future will be discussed in this article.


The Rise of Mobile

One of the most distinctive aspects of the digital landscape in India is the widespread use of mobile internet connectivity. With over 900 million users of smartphones, marketers adopt programmatic advertising to increasingly focus on mobile strategies. These days, programmatic algorithm are well optimised for mobile, giving advertisers access to a large mobile-savvy audience. In the upcoming years, mobile-first programmatic—which includes both in-app and mobile web display ads—is expected to rule the Indian market.


Connected TV and OTT Programmatic

OTT platforms such as Netflix, Amazon Prime Video, and Hotstar have seen a significant increase in usage across India. As video content grows at an exponential rate, advertisers are using programmatic more and more to place ads on over-the-top (OTT) platforms. Programmatic OTT enables more targeted and personalised video advertising, giving companies the ability to engage with people in a quiet and highly relevant way. As OTT grows in India, programmatic OTT advertising will follow suit.


Focus on First-Party Data & Privacy-First Advertising

 

Indian advertisers have been prioritising first-party data more since the global trend towards enforceable privacy laws and the phase-out of third-party cookies. Companies are investing a lot on acquiring, organising, and utilising their own consumer (first party) data to target customers more precisely. Customer data platforms (CDPs) and consent management platforms (CMPs) are gaining popularity. The use of contextual advertising is also on the rise due to privacy enforcements.

In India, the upcoming Personal Data Protection Bill is expected to speed up the adoption of privacy-first practices. Indian customers are becoming increasingly conscious of data privacy concerns, driving demand for open data policies. This trend emphasises the importance of data privacy for Indian marketers and AdTech platforms, offering an opportunity for innovation in targeting and measurement techniques that respect user privacy while delivering effective marketing results.


AI & Machine Learning in Programmatic

 

AI and machine learning integration in programmatic advertising has a huge impact on campaign effectiveness and ROI for brands. Advertisers are experiencing increased engagement, improved conversion rates, and more efficient budget allocation. These technologies are also helping to address India's digital advertising difficulties, such as linguistic diversity and a mobile-first customer base.

More advertisers benefit from these improvements as AI-powered programmatic solutions become more accessible to a broader variety of enterprises, including SMEs. As AI and machine learning technologies advance, we may expect more sophisticated applications targeted to India's market, such as improved vernacular language processing, culturally nuanced creative optimisation, and AI models that reflect India-specific consumer behaviours.


Conclusion

 

The programmatic advertising market in India continues to evolve, driven by technological improvements and changing consumer behaviours. By adopting these trends, advertisers can remain ahead of the competition and design campaigns that are more effective, efficient, and engaging. As programmatic matures in the Indian industry, we may expect even more innovative approaches to digital advertising in the years ahead.


If you're ready to explore how programmatic can transform your advertising efforts in India, consider partnering with Adzylytics, a leading programmatic platform designed to meet the unique challenges and opportunities of the Indian market.

 

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