AI

Publicis Groupe to Acquire Influential, Creating World’s Leading Influencer Marketing Solution

• Influential is the largest influencer marketing company and platform in the world.Its proprietary AI-powered technology platform with over 100 billion data points, and its network of over 3.5M creators including 90% of global influencers with 1M+ followers, are at the service of 300+ brands around the world.
• Publicis Groupe’s understanding of consumers via Epsilon, combined with Influential’s platform, will enable brands to identify creators that meaningfully connect to their target customers and communities, while providing the unique ability to holistically plan, manage, and measure investment across social, digital, and affiliate marketing.

Publicis Groupe has entered into a definitive agreement to acquire Influential, the world’s preeminent influencer marketing company and platform, authentically connecting brands to audiences by developing, deploying, and optimizing creator-driven digital campaigns.

The largest influencer marketing company in the world by revenue, Influential’s proprietary AI-powered technology platform with over 100 billion data points, coupled with its network of over 3.5M creators, including access to and data on 90% of global influencers with 1M+ followers, currently serves more than 300 brands around the world.

Influencer marketing is revolutionizing the media and advertising industry and has become a ubiquitous growth driver for brands due to the channel’s unique ability to meaningfully connect with their customers. By 2025, social media spend is expected to reach $186 billion, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment.

Influential’s differentiated offering enables brands to source high-quality digital creators, curate impactful creative strategy, and activate, amplify and optimize digital media to drive real-world outcomes.

Read more: Publicis Groupe’s Ekin Caglar Joins T&Pm as Global CTO

Now, by combining those capabilities with the unique data and identity assets of Epsilon, and scale of Publicis Groupe, we will put the leadership of ID-driven influencer marketing in the hands of all our clients through:

• a Premium Creator Network: a brand-safe, premium marketplace to directly connect the world’s leading brands with preferred access to millions of diverse creators and their audiences
• Revolutionized Influencer Planning: Bringing our leading understanding of consumers via Epsilon to better identify creators that meaningfully connect brands to their target customers and find their audiences across the entire internet
• Maximized Cross-Channel Outcomes: Unifying, extending, and measuring the reach and impact of social campaigns to digital and affiliate channels in a singular, AI-powered platform with connected creative and sequential messaging that enhances customer experience and drives better business outcomes

Led by Founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and delivery of influencer marketing services.

Ryan Detert, Influential CEO said:

“I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”

Arthur Sadoun, Publicis Groupe CEO, said:

“It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector. With the new creator economy set to exceed linear tv on adspend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients. 

Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with Connected TV, Commerce, and now Creators, we can enable our clients to truly know and understand their customers and prospects, and engage with them on a one-to-one basis, wherever they are, both online and offline. It’s how we are putting power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.”

The transaction is subject to the satisfaction of customary closing conditions including regulatory approvals and is expected to close in late August 2024.

Read more: Publicis Groupe wants to cut through exaggerated AI promises with ‘BSBot’

Taboola Introduces Taboola for Audience, AI-Powered Tech for Publishers

Taboola, a global leader in powering recommendations for the open web, announced Taboola for Audience, a new AI-powered technology that empowers publishers to drive significantly more traffic, which is more critical now than ever. 

Taboola for Audience allows publishers to future-proof their audience development goals and navigate substantial changes affecting their referral traffic from search and social media. In 2024 alone, publishers have contended with changes to search engine and social media traffic, as well as ongoing uncertainty from cookie deprecation plans.

Publishers are making use of Taboola for Audience capabilities and with it, Taboola has driven nearly 10% more traffic to select publisher sites. making it a top referral source after social media and search. Among select publishers, Taboola for Audience is the single largest traffic referral source after social media and search as well.

Taboola for Audience is an industry-first offering that empowers publishers with technology to  attract and retain readers through advanced personalisation and insights, sourced from Taboola’s nearly 600 million daily active users, and massive distribution including across the top mobile device manufacturers in the world. 

Read more: Taboola’s Three-Year Deal with Mediahuis Ireland to Power Recommendations Across Ireland’s Largest Publisher

Taboola for Audience combines AI-powered personalisation capabilities into a single, unified audience development platform, and includes: 

• Exclusive acquisition channels such as Android OEM relationships, News aggregators, personalised notifications, and more to reach users wherever they may be.
• Reader experience personalisation that enables editorial teams to combine editorial voice and AI across the entire site, from article pages to the homepage.
• Actionable audience insights that editorial and commercial teams can learn from in real-time to inform content strategies, bringing new loyal audiences to the site. 

Adam Singolda, CEO at Taboola said,

“Publishers are facing a new era in which sudden decisions by Big Tech and changes in consumer behaviour are making it harder to survive,” 

Further Added, 

“Industry giants like Google are changing rules for search, making it harder for publishers to surface content through organic rankings while adding another barrier for site traffic, in the form of Generative AI search. Social platforms like Meta have closed dedicated ‘news’ portals from their apps. Today, publishers need the right technologies to adapt to these changes and to find, grow, and keep audiences. Taboola for Audience gives publishers a single solution, with AI built from years of our successful publisher relationships to thrive in this new era.” 

Christian Broughton, CEO, The Independent said, 

“Taboola has been a true strategic partner in helping us grow,” 

Further Added,

“There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage, recirculation from within articles, and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.”

Read more: Taboola and Yahoo Partner for Native Ads Worldwide

Media.Monks Rebrands as ‘Monks’, Consolidates Services into Two Core Offerings

The S4 Capital brand, Media.Monks, has been rebranded as Monks. By doing this, the agency has set itself up for growth and innovation in areas other than media in the future. The goal of the data-driven, digitally first advertising, marketing, and technology services company is to provide clients with more efficient products and services. media.Monks has released a redesigned service that is much more efficient and simplified. It has also changed its name to Monks with immediate effect, which is a big step forward in its development as a company. The new operating brand more accurately reflects its integrated global team by removing the word “media” from its name.

Media.Monks rebrands as ‘Monks’

The agency will move its services into two fully synchronized practices starting on July 18. Technology Services and Marketing Services. Nonetheless, the agency’s non-capabilities will be consolidated into just two primary offerings. The Monks Flow platform, which leverages artificial intelligence, will power both and provide comprehensive services encompassing strategy and execution. The decision comes three years after S4 merged all of its companies under the Media.Monks brand. Clients will benefit from the structure’s ability to accelerate automation, transformation, and revenue growth.

Consolidated two offerings: Marketing and Technology Services

Services related to creative, content, performance marketing, digital, and production will be included in the marketing practice. These services will make use of Monks’ proficiency in performance marketing, audience engagement, and storytelling to produce significant effects and quantifiable outcomes.

Read More: Saurabh Saksena, Former VML India President, Launches New Agency – Next Wave Worldwide

The company’s technology, user experience, product engineering data, digital transformation, and consulting services will be the main focus of the technology services. In order to enable customers to successfully navigate and prosper in the digital age, it will build upon strong digital infrastructures, cutting-edge digital products and consumer experiences, and sophisticated data and analytics solutions.

In 2025, the agency will introduce reporting and organizational structures to facilitate the new services model.

Here’s what they said

Sir Martin Sorrell, S4 Capital Founder and Executive Chairman said,

“Many of today’s agencies are wrestling with the pace of change in a world profoundly transformed by technology. It’s always been our ambition to disrupt the legacy model and today marks another important milestone in that journey. With this shift in the way we deliver our services to market, we are better able to help clients transform the economics of their businesses and are well-positioned to develop and define the future of our industry.”

Kate Richling, chief marketing officer, S4 Capital, said,

“By dropping ‘media’ from our name, the new operating brand more accurately represents our integrated global team, unified expertise and diverse communities.”

Brady Brim-DeForest, CEO, Technology services stated,

“Our aim is to simplify and accelerate the possibilities of technology and creativity for our clients and that starts with streamlining our offerings and identity.”

Read More: PepsiCo Promotes Adam Warner to VP – Global Sports & Entertainment Partnerships

New Research by DoubleVerify Indicates UK is Underperforming in Brand Suitability

DoubleVerify (“DV”), the leading software platform for digital media measurement, data, and analytics, has revealed findings from its eighth annual DV Global Insights: 2024 Trends Report.

The report reveals that the UK is lagging behind in terms of brand safety, with brand safety and suitability violations surpassing the global benchmark. UK violations stand at 7.6% of all ads served in 2023, over 30% higher than the global benchmark of 5.8%. EMEA overall was the poorest performing region for brand safety and suitability with a benchmark of 9.0%, over 70% higher than that of North America.

The DV Global Insights: 2024 Trends Report provides a comprehensive overview of worldwide data, quality and performance trends, along with, for the first time, regional trend reports. The EMEA report found that 42% of EMEA media buyers saw an increase in low-quality content and made-for-advertising (MFA) sites as a disruptive threat to the digital ecosystem. However, the report also indicates progress in EMEA in regard to brand suitability, with violations decreasing by 15% and UK violations dropping by 23%. 

The growing accessibility of Generative AI is a cause of concern, with over half of global respondents to the report believing that Generative AI significantly negatively impacts media quality. Despite the challenges, the report found that AI is also regarded as a solution, with 55% of media buyers responding that AI-driven campaign optimisation positively impacts media quality. Globally, a major cause in the overall decline in brand safety violations is the 41% year-over-year increase in the utilisation of AI-led, custom pre-bid brand suitability protections. This allows advertisers to apply safety and suitability controls before a bid is placed and the ad is rendered or blocked. 

Pre-bid controls reduce waste for advertisers by allowing bids to be placed on suitable impressions. For publishers, they allow monetisation of impressions that don’t align with one brand’s suitability criteria but could be a fit for another. 

Nick Reid, SVP and Managing Director EMEA at DoubleVerify said,

“As we approach a potentially challenging news cycle perpetuated by the recent election, which will also see the increasing influence of AI-generated content, it’s crucial for UK advertisers to invest in brand suitability solutions”,
“UK and EMEA media buyers should investigate and emulate the example of North America, which has increased adoption of AI-led, pre-bid protections, and brought its market violation rate down to 5.2%.”

Read more: DoubleVerify, Scope3 Research Shows The Sustainability Benefits of Smart Digital Advertising

Kevel Launches Kai to Boost Performance Optimisation, Relevance & Revenue for Retail Media Networks

Kevel, the API-first ad-serving company, is announcing its new branded AI feature set: Kai (Kevel Artificial Intelligence), a suite of AI and machine learning technologies that enable performance optimisation and drive relevancy, profitability, and revenue. Kai is available as part of the Retail Media Cloud^TM, the ultimate SaaS platform for building retail media networks with ad-serving that maximises share of advertiser budgets.

The new tools were developed and spearheaded by Kevel’s AI/ML research group, chaired by CTO Tim Ewald, Sr. director of research and W3C member Paul DeGrandis, principal data scientist Richard Carter, PhD and Retail Media Cloud^TM GM and Velocidi founder Paulo Cunha. The group has decades of combined experience in AI, which has led them to develop this powerhouse suite of AI features to power ad serving and audience segmentation for a premium retail media experience.

With Kai, Kevel introduces two new features, Forecast and Custom Relevancy, alongside its existing AI Audience and DecisionAPI products. Kevel Forecast predicts inventory and campaign performance for existing and future campaigns using machine learning simulations to generate insights on both current and future ad flights.

Read more: TBWA’s “Collective AI” Redefines the AI Landscape

Paulo Cunha, Retail Media Cloud GM at Kevel explains,

“Forecast is a first of its kind for retail media. Traditional forecasting tools look simply at historical data to predict future campaign performance, whereas Kevel Forecast uses machine learning algorithms to project future campaign performance when considering all contextual and user audience targeting and pacing parameters in conjunction with other running or future ads. This way, advertisers always know exactly what their future performance looks like and retailers can maximise their inventory yield,” 

Kevel’s Custom Relevancy allows for retailers to input their own AI/ML algorithms into Kevel Ad Server for custom targeting geared towards the individual performance of each network. Functioning as a unique ‘BYOM’ (bring your own model), Custom Relevancy helps retailers utilise their own advanced models to determine relevance as part of their ad stack in a safe and secure way. 

Tim Ewald, CTO at Kevel commented,

“Retailers know their customers better than anyone else, but struggle to influence their ad serving with the exceptional AI-driven optimisation they use for promoting a customised user experience,”
“That all changes with Custom Relevancy, which allows customers to plug their own ML models into our ad decision process to dynamically adjust relevancy and improve ad serving a per-user basis.”

Kai encompasses not just new features like Forecast and Custom Relevancy, but existing features like ad decisioning and pacing. Kevel’s approach to pacing, delivery, and decisioning leans into historical data, events, previous behaviour, context of the experience, ads viewed, and relevance scoring, plus trends and predictions to drive ad performance. 

Richard Carter, principal data scientist stated,

“What excites me about Kai is that it’s a set of features that showcases how machine learning can be used to deliver more value to our customers. We’ve developed these systems from original research using proprietary data sets, harnessing our many years of experience in ad serving,”
“We’ve been working closely with retail customers to prove where the most value sits and it’s in decisioning, relevancy, and segmentation. KAI is just the start of many more innovative, unique features in our pipeline.”

Read more: Azerion Launches Generative AI Contextual Solution in Marketplace

Beyond the Buzz: Real-World Digital Transformation

What is Digital Transformation?

“Digital transformation is the fundamental rewiring of how an organization operates.”

–What is Digital Transformation by McKinsey

Digital Transformation is an ability to change and improve the work process for the organization to reduce friction, make things efficient, generate higher revenue improve gross margin. It could mean different things for different companies or even departments.

What does Digital Transformation means for your organization?

Few weeks back I was talking to a friend of mine, it was a refreshing conversion. We connected through LinkedIn, thought of connecting through phone to exchange thoughts, considering both of us worked in the same field of #DigitalTransformation.

During the conversation, we realised the area of digital transformation for him and his organization was totally different than what I am focusing on. This is pretty much normal, when it comes to interpreting Digital Transformation and its scope in an organization.

• How do you determine what should be the focus area in your org for Digital Transformation?
• Will Digital Transformation make a Bottom Line impact on your organization?
• Where do you get started in your Digital Transformation journey?

So many questions, lets just start with a Deep Dive in to what are the key areas of Digital Transformation.

Key Pillars of Digital Transformation Strategy

Here are the key pillars for Digital Transformation Strategy in any organization. I am calling out the key areas which are essentially reflecting across the organisations by size and capabilities.

Key Pillars of Digital Transformation Strategy via #TransformTechX. Image Credit – Amit Kurhekar’s LinkedIn

Customer Experience:

Customer experience has been one of the key focus areas in the Digital Strategy of the organization. Some of the key capabilities under consumer experience are –

• Chatbots – used primarily to engage with customers
• Social Media – Engage with with customers online and solve some of the pain points
• Onboarding & Lifecycle- as a part of any business, when customers are onboarding

The Digital Transformation Strategy for this vertical has gone through major revolution in 2023. With emergence of ChatGPT and Gen AI, the chatbots have gone through major transformation, now they are more personalised and interactive.

Industry 4.0:

Industry 4.0 is a broad area, applicable to Manufacturing and supply chain. Various capabilities applicable will differ by company, its maturity in digital curve. If the organization is digitally mature the discussion for Industry 4.0, could start with how the data is to be used for Business intelligence, realtime visibility, machine learning and predictive maintenance.

Some of the advance capabilities like supply chain control tower and visibility help the companies drive significant competitive advantage.

Robotics, RPA, are another set of areas supporting the Manufacturing organizations to drive the productivity impact.

Digital Marketing:

The Digital Marketing is one of the key areas for organization to drive growth, acquire new users, engage existing users etc.

Customer acquisition via performance marketing, email lead generation, emails for lifecycle marketing. Consider omnichannel approaches for customer reach and interactions via multiple channels of customer care. These elements illustrate how digital marketing is integral to transforming traditional marketing approaches into more targeted, analytics-driven, and interactive experiences.

The specific digital marketing mix can differ significantly between organizations depending on their industry, target audience, and strategic goals.

For instance, a startup focusing on direct-to-consumer products might heavily invest in social media and content strategy to build brand awareness and engage with a broad audience. In contrast, a B2B company might prioritize email marketing and outbound calling to generate leads and establish direct relationships with potential clients.

Big Data, AI and Cloud:

Majority of the companies are now either already using or exploring the use of AI. According to Anthony Cardillo on explodingtopics.com

“Over 77% of companies are either using or exploring the use of AI.”

This primarily means the adoption of AI has grown significantly, as compared to last decade. With the willingness to adopt AI, the big data and Cloud adoption comes up automatically. Most of the companies, would have some elements of data, AI and cloud adoption.

For companies to adopt and use AI, they need to have solid big data strategy, and cloud strategy. Cloud is enabling the speed of adoption at much faster pace.

In early last decade, most of the struggle for AI development used to be around how do you allocate high performance computing (HPC) resources for your model training. The model training which used to take hours and days, can now be done in seconds and minutes. The cloud infrastructure is much scalable to address the demand for training of the models, or inferring insights to run the business.

The adoption strategies for Cloud, AI and big data technologies could differ dramatically depending on what companies are doing, what is their end goal and where are they in their journey.

e.g. few companies who are predominantly are on premise infrastructure and have not started their journey, might just start with migration of on-premise data to cloud, and create a data warehouse/lake.

The Digitally matured organization might have already established cloud architecture and would have implemented microservices architecture. They would have data warehouse. They might already be using the some of the business intelligence tools for visualization.

Organizations in transform zone, which are digitally matured, who started their data transformation journey few years back, their focus might be how to develop, deploy, and maintain the existing and new models. Some of the platforms and tools which would support their journey in ML Ops to develop, deploy and maintain the AI models, operate more efficiently.

Conclusion:

When you hear,”I am leading Digital Transformation in my organization!”, now your next question should be, tell me more, which area of Digital Transformation?

We have discussed some of the most important and key verticals through which an organization can move forward their Digital Transformation Strategy.

This article is written by Amit Kurhekar, Head of Data and AI Solutions.

Amit Kurhekar

Digital Transformation Strategy | Data | AI / ML / Analytics | Digital Marketing | Product Management

Amit Kurhekar is a semior executive and digital transformation expert with a proven impact of over $100 million USD in the fintech, CPG, and manufacturing sectors.

An alumnus of the Kellogg School of Management & BITS Pilani, Amit has pioneered several data-driven AI and digital initiatives globally. He is the author of the influential TransformTechX newsletter, focusing on digital transformation, AI, and Industry 4.0, which has garnered over 2,500 subscribers. Join Amit’s journey for cutting-edge insights and innovative strategies shaping the future of technology via TransformTechX.

#TransformTechX is a newsletter focused on Digital Transformation, AI and Industry4.0. Find more here.

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Amperity, Microsoft Azure Collaborate to Improve Customer Interactions

Amperity, an AI-powered Lakehouse customer data platform (CDP), and Microsoft Azure collaborate to help businesses change customer interactions via data-driven insights and personalization. 

Retailers may use first-party data to develop loyalty, reduce turnover, and maximize lifetime value, while also shaping future omnichannel experiences and fostering pre- and post-purchase interaction and brand advocacy.

The innovative cooperation recently received recognition at the Microsoft Retail & Consumer Goods 2024 Microsoft Partner of the Year Award, where Amperity was named a finalist. The organization was named to a global list of notable Microsoft partners for its achievements in designing and executing customer solutions using Microsoft technology.

The Microsoft Partner of the Year Awards honor Microsoft partners who, during the course of the previous year, have excelled in the creation and delivery of Microsoft Cloud apps, services, hardware, and artificial intelligence advancements. These are multi-category awards, and the winners are chosen from more than 4,700 nominations that come from more than 100 different countries.

Read More: Saurabh Gaur, Ex-Times Internet, Starts PerformAce, a Digital Marketing Services Company

Speaking about the partnership, Curt Lockton, SVP of strategic partnerships at Amperity, said, “The synergy between Amperity and Microsoft is pushing the boundaries of AI-driven customer experiences, and empowering brands to harness the full potential of their data to understand their customers, deliver personalised experiences and drive revenue. We are incredibly honoured and grateful to be named a finalist for the Retail & Consumer Goods Partner of the Year by Microsoft. This award is a reflection of the transformative impact our partnership has had on our mutual customers.” 

Meanwhile, Nicole Dezen, chief partner officer and corporate vice president at Microsoft, said, “Congratulations to the winners and finalists of the 2024 Microsoft Partner of the Year Awards! The momentum generated by numerous AI & Copilot announcements this year fueled innovation from our partners, enabling groundbreaking services and solutions to customers. I am inspired by the capability and creativity in our partner ecosystem and this year’s winners beautifully demonstrate the best of what’s possible with AI and the Microsoft Cloud.” 

Read More: DMS Partners with Pinterest as Sales Representative in Key MENA Markets

Atif Rahman Joins Media.Monks India as Head of Client Relationships

Azerion and Captify forge new partnership to accelerate the power of Search Intelligence in France and Italy

Azerion, one of Europe’s largest digital advertising and entertainment media platforms, and Captify, a leading provider of real-time audiences and insights fuelled by Search Intelligence, today announced a new partnership that will accelerate buyers’ access to audiences derived from open web search data, empowering brands with cookieless activation in France and Italy.

Captify’s search-powered, cookieless audience solutions will add further depth to Azerion’s reach of 500m+ average monthly users. Captify’s audiences are built on the largest onsite search dataset outside the walled gardens, providing real-time insights into consumer interests, mindsets, attitudes and intent. Buyers in France and Italy will continue to be able to access these audiences via curated deals in their favourite DSP, and now through Azerion’s managed service offering as well. This is an extension of Azerion’s platform strategy to serve advertisers with the audiences they need and help European publishers create and monetise engaging content.

This partnership will also see Azerion onboard Captify’s existing sales operations in France and Italy, including responsibility for existing customers. Captify commercial operations and sales teams in France and Italy will move to Azerion as part of the agreement to support the growth of the business with new and existing client relationships and operational functions Completion of the partnership is subject to a number of customary conditions.

Read more: Captify and Adform Partner to Pioneer Contextual Activation Solution

Captify, founded in the UK in 2011, expanded into the French market in 2015, and into Italy in 2019, building and scaling relationships with advertisers, agencies and publishers. Captify will focus resources on continuing to grow their core markets of US, UK, and Australia, as well as continuing to invest in product innovation.

Azerion VP Operations, Mickael Ferreira, said,

“We are thrilled to be partnering with Captify on this extension of our offering in France and Italy. Captify’s Search Intelligence product fits well with our suite of cookieless solutions on the web, in audio, CTV and DOOH and will add much value to the experience we offer our customers.”

Captify CEO Mike Welch said,

“This exciting partnership with Azerion will accelerate access to our unique Search Intelligence capabilities in France and Italy through their scaled commercial footprint in those markets. This will enable even more buyers in France and Italy to leverage our cookieless, real-time audiences, across even more channels, at a time when cookie-based signals are set to be deprecated.”

Read more: Azerion Launches Generative AI Contextual Solution in Marketplace

LS Digital Introducing DigiVerse 2.0, a Comprehensive Solution That Transforms Digital Marketing Operations

Mumbai, India — July 03^rd, 2024 — LS Digital, a leader in digital business transformation, announced the launch of DigiVerse 2.0, an innovative Operations Management Platform designed to address the critical gaps and latent needs in digital business transformation, while also preparing brands for the AI-driven future. Digiverse 2.0, the next-generation solution is an innovative platform designed to empower decision makers in navigating the complexities of businesses.

One of the standout features of DigiVerse 2.0 is its capability to make brands AI-ready. By capturing data in a structured format and maintaining historic data, DigiVerse 2.0 ensures that brands have access to high-quality, structured data crucial for AI applications and future readiness.

Commenting on this launch, Mr. Vinay Tamboli, CEO – Data & Insights, LS Digital said, 

“By providing greater control, visibility, and collaboration, DigiVerse 2.0 empowers brands to transform their digital marketing operations and stay competitive in a rapidly evolving landscape. DigiVerse is designed to unlock significant productivity gains, enhance decision-making ability, and prepare organizations for an AI-driven future.”

As digital business continues to evolve, there are unprecedented opportunities for brands to innovate and excel. With consumers increasingly engaging through digital channels, brands can harness this shift to build stronger connections and drive growth. However, digital business is becoming more complex and time-consuming, and the “operations” aspect remains a neglected area, often receiving low attention and priority. “In today’s digital business landscape, efficiency and quick insights are crucial. The current fragmented approach slows down businesses and hampers their ability of decision makers to make data-driven decisions swiftly. Poor operations management of digital business might result into 20% to 30% revenue loss and even impact brand image. Digiverse 2.0 is designed to streamline these processes, integrating multiple tools into one platform to enhance operational efficiency and effectiveness,” Vinay Tamboli further commented.

DigiVerse 2.0 offers a transformative approach to digital business by:

• Streamlining Operations: For multi-product, multi-agency, multi-campaign, and multi-channel brands, DigiVerse minimizes the time decision makers spend on coordination and follow-ups, allowing more focus on strategy and data analysis.
• Reducing Reporting Delays: DigiVerse accelerates the reporting process, providing timely and accurate data for decision-making, which helps prevent missed opportunities and revenue loss.
• Minimizing Manual Processes: By reducing the reliance on manual processes and Excel sheets, DigiVerse enhances data accuracy and reliability.
• Enhancing Visibility and Control: DigiVerse provides decision makers with comprehensive views of campaign progress, budget status, and overall workflow, improving transparency and accountability.
• Facilitating Collaboration: DigiVerse supports end-to-end digital business operations, including media plans, change tracking, approvals, repository management, and agency payment monitoring.
• Integrating Data for Advanced Analytics: DigiVerse enables the creation of a Marketing Data Lake, facilitating the use of AI and ML applications for deeper insights and optimization.

Digiverse 2.0 reduces the time it takes for decision-makers and marketers to arrive at solutions, improving business outcomes significantly. DigiVerse 2.0 aims to fill that gap and make digital business operations efficient by embedding best practice processes in the platform and fostering multidisciplinary collaboration among business, marketing, IT, security teams, agencies, and partners.