Second Edition | December 2024

In-Depth

Demystifying curation: Redefining digital advertising beyond the buzzword

The ad tech industry is buzzing with the term "curation," but its meaning varies widely across platforms, leading to confusion. Unlike the premium ad networks of the past, curation represents a significant technological leap in advertising, holding promise as more than just another buzzword.

Applying curation to advertising: Curation in advertising is like art curation, where curators help advertisers find the best content among millions of publishers. With over 200 million websites and 250,000 new domain registrations daily, the internet is flooded with content, much of it created on mobile devices. However, not all content is suitable for ads, with some publishers producing objectionable or low-traffic sites. Advertisers need curators to filter through this noise, targeting specific audiences or publishers. Publishers, holding valuable first-party data, can use curation to control their ad strategy and earn higher CPMs.

Is curation a premium ad network? Curation builds on the idea of premium ad networks, which once limited ads to select high-value publishers. Unlike premium networks, curation combines diverse sources and leverages AI and machine learning to precisely target audiences within the premium inventory, offering greater flexibility and efficiency.

?The value of curation: Curation is poised to become a cornerstone of advertising, powered by AI to deliver fewer but more relevant ads. AI will analyze customer data, identify audiences on premium platforms, and place personalized ads at optimal moments. While the term "curation" may evolve, its principles will shape the future of advertising.

Reports

India's advertising market to grow at 9.4% CAGR, reaching Rs 1.58 lakh crore by 2028

According to PwC’s “Global Entertainment & Media Outlook 2024–28: India Perspective"

• India's advertising market is projected to grow at a 9.4% CAGR, from ?1,01,000 crore in 2023 to ?1,58,000 crore in 2028, surpassing global averages.
• Digital advertising will lead the growth with a 15.6% CAGR, rising from ?41,000 crore in 2023 to ?85,000 crore in 2028, maintaining double-digit growth.
• Traditional TV advertising will grow at a 4.2% CAGR, with India becoming the fourth-largest TV ad market by 2026, despite a global decline of -1.6%.
• OTT advertising will grow at a 14.9% CAGR, making India the leader by 2028.
• OOH advertising grew by 12.9% in 2023 and is projected to grow at 7.6% CAGR, driven by infrastructure improvements.
• Print advertising in India is set to grow at 3% CAGR, contrasting with a global decline of -2.6%, making India the third-largest print ad market by 2028.

News

Google introduces Gemini 2.0: AI model for the agentic era

Google has launched Gemini 2.0, its latest AI model designed to enhance virtual agents and multimodal capabilities. Building on previous versions, it introduces features like multimodal output, customizable text-to-speech, and integration with tools such as Google Search and code execution. Available now for developers via Google AI Studio, a consumer-focused chatbot version is also coming soon. With innovations like Deep Research for advanced reasoning and real-time multimodal APIs, Gemini 2.0 aims to power dynamic applications and solidify Google’s position in the competitive AI landscape.

DoubleVerify unveils GenAI solution to safeguard brands from low-quality AI content

DoubleVerify has launched its GenAI Website Avoidance & Detection solution to help advertisers mitigate risks from low-quality AI-generated content and protect brand reputation.?DV’s solution identifies low-quality, AI-generated sites using proprietary technology and integrates seamlessly with brand suitability profiles for pre- and post-bid protection. This approach ensures ads appear in appropriate environments while balancing quality reach and suitability, empowering advertisers to optimize campaign performance in an evolving digital landscape.

OpenAI unveils updated version of video creation tool Sora

OpenAI has launched Sora Turbo, an advanced AI model for generating realistic videos from text, now available to ChatGPT Plus and Pro users. Offering up to 1080p resolution and durations of 20 seconds, Sora Turbo introduces a storyboard tool for frame-by-frame customization and supports various aspect ratios. To ensure responsible use, the model includes safeguards like C2PA metadata, watermarks, and deepfake detection. Designed to accelerate AI-driven content creation, it empowers users to explore new possibilities in video storytelling while fostering creative innovation.