Vanity vs revenue

TREATING DATA AS AN ASSET IS KEY TO SMART DECISION MAKING

- GEETIKA SRIVASTAVA

DIGITAL ADVERTISING is now the backbone of India's media economy, expected to grow 11.5% in 2025 with ₹10,225 crore in incremental spends, and push its share to nearly 60% of overall ad spends (₹1.6 trillion). Yet, for all its scale, the industry remains without an accepted framework for measurement and best practices.

Every platform defines its own metrics, from what counts as a view to how conversions are attributed, leaving advertisers with inconsistent yardsticks and agencies with the task of stitching together fragmented dashboards.