For more than a decade, Amazon's Ads business has been framed as an add-on to retail media tucked neatly around the shopping experience. What Amazon is now building is nothing less than an operating system for premium advertising across screens.

The Shock of 2025: Data Stops Being “Free” In 2025, Indian marketing finally collided head‑on with a hard truth: data was no longer a free, limitless fuel; it had become a regulated, perishable and strategically scarce resource. The  Digital Personal Data Protection (DPDP) Act , combined with global privacy shifts and the deprecation of cookies, turned what had long been a background compliance concern into the centrepiece of marketing strategy. From Data Hoarding to “What’s Worth Keeping?”...

2025 was the year India’s digital advertising matured from acceleration to dominance. What began as a mobile-first push evolved into an AI-powered ecosystem built for scale - and all signs, 2026 will amplify this story even further. India’s ad market crossed the ₹1.1 trillion mark this year, with digital commanding nearly ₹49,000 crore — a 44% share, surpassing television once and for all. This milestone wasn’t just about media spend; it reflected a structural shift in how brands, agencies,...