Second Edition | January 2025
Times Internet for Marketers
India's largest digital products company. Brand building for digital begins here.
In-Depth
Generative AI is revolutionizing digital advertising, evolving from traditional automation to real-time, dynamic content creation. Advertisers, already familiar with AI, are now harnessing generative AI to enhance creativity, efficiency, and inclusivity. This shift empowers businesses of all sizes to connect with audiences more meaningfully.
Why Generative AI lives up to the hype in advertising: Generative AI is transforming ad tech by combining advanced algorithms with tools that create personalized content—ranging from text to videos—for targeted audiences. It enables dynamic campaigns even for resource-constrained teams and democratizes AI through user-friendly tools, empowering marketers of all skill levels to craft effective strategies.
The importance of these tools in advertising: Generative AI enhances advertising by enabling better-targeted, dynamic content. By analyzing vast data, including customer reviews, AI improves ad relevance and generates insights for future campaigns. Real-time optimization allows advertisers to focus on product development and storytelling, boosting overall campaign effectiveness.
Empowering creativity and innovation: Generative AI gives digital advertisers unmatched flexibility in content creation. Soon, these tools will simplify the process, offering high-quality creatives across text, images, and videos. They’ll inspire new ideas, enable limitless customization, and make experimentation effortless—transforming how brands engage with their audiences.
Looking ahead: Generative AI is set to redefine digital advertising, moving beyond traditional metrics like ROAS or CPC. In hindsight, we’ll recognize this as the moment when advertisers—large and small—gained the tools to tell better stories and forge deeper connections with their audiences.
News
Integral Ad Science has launched its AI-driven Total Media Performance solution to enhance campaign outcomes by integrating media quality signals with in-flight optimization. TMP uses AI models to align media quality with cost and outcomes, empowering advertisers with quality path optimization and end-to-end supply chain transparency. It enables global advertisers to boost ROI through pre-bid protection, gain insights into media efficiency with greater transparency, and automate campaign adjustments mid-flight using dynamic, privacy-safe contextual targeting.
LS Digital has launched Research as a Service (RaaS), a solution combining AI, advanced analytics, and custom research frameworks to help businesses analyze market intelligence and drive growth. Designed for CMOs, CTOs, and brand managers, RaaS provides insights into consumer behaviour, competitor strategies, and emerging trends, offering strategic guidance tailored to specific business goals.
Havas India has appointed Manas Lahiri as Chief Growth Officer. In this newly established role, he will collaborate with the executive leadership team to drive strategic growth initiatives, strengthen client partnerships, and lead innovative business opportunities across Havas India's network of 25 agencies nationwide.
Himanshu Shekhar, GroupM’s Southeast Asia CEO, has stepped down after over 25 years with the company. Known for strategic growth and innovation, Shekhar held key roles across India and Southeast Asia, forging strong partnerships with global brands like Unilever and Nestlé.