Why the ad targeting model might collapse

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Trillion Dollar Ads

Jayesh Easwaramony

8 episodes

1 month ago

Top trends and challenges facing the advertising industry, especially in Asia. Eminent speakers, thought-provoking questions, hard-hitting insights. Subscribe to learn about the future of adtech, martech and digital marketing.

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Marketing

Technology,

Business

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Why the ad targeting model might collapse

Trillion Dollar Ads

27 minutes

5 months ago

Why the ad targeting model might collapse

What happens when a media veteran trades ad land for the world of data privacy?

In this episode, I sat down with Gman, former APAC head at Mindshare and now founder of Saptharushi, a privacy-tech startup tackling the messy world of data consent. After 30 years of shaping advertising strategies for big brands, he saw the writing on the wall—privacy was the next big frontier.

Gman takes us through his journey from media planning in Chennai to building solutions for one of advertising’s biggest headaches: third-party cookies. He shares what privacy-enhancing tech really means, why Google’s Privacy Sandbox stumbled, and why it’s time for the open web to step up.

It’s a crash course in data, trust, and why the ad world may never look the same again.

IN THIS EPISODE
(00:00) A veteran ad man jumps into privacy—why?
(01:30) The one rule every brand is breaking
(03:30) What Google, Apple, and regulators are really fighting over
(05:00) Are your clicks being tracked without consent?
(07:30) Why Google’s power is everyone’s problem
(09:30) The hidden reason Privacy Sandbox was doomed
(12:30) Could a browser-neutral world save online ads?
(15:30) The ad targeting model might collapse—here’s why
(18:00) Say goodbye to bad data. Say hello to… what?
(20:30) Gen Z and Boomers want totally different things
(23:00) Why publishers are stuck—and what they can’t decide
(25:00) What Australia did that no one else dares
(26:30) The future of clean rooms, consent, and collaboration

Host

Jayesh Easwaramony
APAC Digital Advertising & Martech Specialist | Founder, Spectra Global

Jayesh is a leading expert in APAC’s digital advertising and martech landscape and founder of Spectra Global, a consulting firm that helps media, telcos, and retailers accelerate adtech transformation and monetize data through cost-efficient platforms, growth marketing automation, and personalised CX strategies.

Previously, he scaled InMobi across APAC, positioning it as a bold alternative to Big Tech by securing deals with top advertisers, agencies, and publishers, while executing over $400M in ad campaigns. He also led the award-winning Capstone team, which won over 60 awards for pioneering advancements in AR, chatbot, and location-based ads, blending data and creativity.

Guest

Gowthaman Ragothaman

Gowthaman Ragothaman, known in the advertising fraternity as G’man, is the Founding CEO of Saptharushi. Saptharushi aims to encourage the responsible use of consumer data through distributed ledger-based technologies to help enterprises engage with their consumers, effectively and efficiently.

Previously G’man held senior roles in the advertising industry as Global Client Lead at WPP and as the CEO of Mindshare, growing it into a leading media agency in India.

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Trillion Dollar Ads podcast
Welcome to the Trillion Dollar Ads podcast, where we explore the key trends and challenges in the advertising industry, especially in Asia Pacific. We discuss the unique characteristics and challenges of this diverse region with successful ad-funded business model leaders, including publishers, agency professionals, and ad tech players. Additionally, we examine the high percentage of ad dollars going to big tech in Asia Pacific and strategies for local publishers to compete. Tune in now!