Advertising has promising opportunity in CTV market. It is a fast growing space. The cost of streaming is reducing. The quality of content on streaming platforms is way ahead of what the broadcast TV offers. Jio pushes digital penetration with the IPL. CTV thus gets an impetus.

The growth of AI is a good trend. Advertising would be data-led. It would be more impactful with AI. Over the next three years or so, AI will definitely play an integral role in digital advertising.

Apart from connected TV, we expect other connected devices to emerge. Most of the devices that a consumer uses will eventually be connected to the internet, from refrigerators to wearables. These are new touch points for the brands.

Programmatic advertising makes precise targeting possible.