Market-makers will help navigate the fragmented digital advertising market: Vikas Katoch, Adomantra

The online video industry grew by a whopping 200% in 2016 and the CEO of Adomantra

The traditional advertising agency, media buyer are fast losing relevance in the evolving world of digital advertising. Today’s digital citizens are consuming news and entertainment content from multiple platforms and are not limited to the traditional media and social media behemoths. Digital advertising is thus having to look beyond partnering the mainstream publishers, the customer is better accessible on multiple other access channels / platforms – a mobile app, in a cab network or the movie hall. Brands too have much more complex needs due evolving consumer and the growing competition for the share of mind and wallet.

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