Muskan Manchanda

118 Articles Published | Follow:
News on CTV: Can streaming solve brand safety’s problem with hard news?
DTH’s Slow Fade: What shrinking pay-TV means for mass-reach planning
The Co-Branding Comeback: Collaborations that worked, and why
The Paper Trail Problem: Do ads.txt and sellers.json still protect Indian buyers?
After First-Price: Whatever happened to bid shading, and who actually benefits
Who Owns an AI-Made Ad? Copyright, licensing and agency contracts
Principal-Based Buying Goes Mainstream: What agency trading desks mean for advertiser transparency
Programmatic Guaranteed Makes a Comeback — Why Premium Publishers Are Pushing Fixed Deals Again
The CTV-Retail Media Convergence — What It Means When Streaming Platforms Start Selling Like Quick Commerce Apps
Regional OTT’s Ad Yield Problem — Why Vernacular Platforms Still Get Undervalued CPMs
The AI-Assisted Ad That Went Viral — What the Data Says About Audience Reception
Interactive Voice Ads on CTV — Are Smart Remotes the Next Ad Format Frontier
The Return of Long-Form — Why Podcasts and YouTube Essays Are Pulling Premium Sponsorships Back
Contextual AI Targeting 2.0 — Beyond Keywords to Scene and Sentiment Detection
The Subscription Creator — Is Patreon-Style Recurring Revenue Finally Working in India
The Quick Commerce Launch Playbook — Anatomy of a 10-Minute-Delivery Product Drop
AI Attribution on the Big Screen — Can Brands Finally Prove a CTV View Drove a Sale
Synthetic Focus Groups — Are Brands Really Testing Creative on AI-Simulated Audiences Now
The Curation Layer: Why Supply-Side Platforms Are Becoming Agencies in Disguise
The Creator Billboard Effect — Why DOOH Is Becoming CTV’s Unexpected Ally