 Next panel discussion is a well, we have a panelist right here and they're quite excited to talk to them. So let me introduce them first. We have Sachin Vashisht, director and head of digital marketing. Hi, hello guys. Digital marketing, Paisa Bazaar, Saurabh Saini, head digital marketing and communications. Havels India. Hi everyone. Jayesh Ulatal, VP and GM India in Mobi. Good afternoon all. Hi. Charu Malhotra Bhatia, Vice President, Marketing, Priloka Limited. Hi guys. And the session will be chaired by Neeraj Ruparel, head of Mobile and Emerging Tech Group M. Hello guys. Well, this session is going to be very interesting in-app marketing strategies for an ID less world. In the last few months, many businesses are feeling unsettled about the multiple dynamic shifts ongoing in media industry. Amongst such changes, one is ad industry, post cookie less world with majority of ad spends going in mobile first strategies and in-app marketing programmatic enables a very secure and efficient delivery medium for brands. However, our advertisers and publishers ready for the world full of agile and new media formulations. This panel will share the views about how programmatic can help with impact of advertising and help brands adapt new modes of targeting and measurement with ongoing changes. So let's go ahead with the panel. Thanks so much, Preeti. I think you did a perfect context setting for me. So a lot of stuff coming out. Stay tuned to this event. That's what Preeti wants to just summarize. All right, super guys. I'm super excited to be here. So I keep sharing a lot of these panel conversations, but this one is special. So when we moved into it and we started jamming over the period of last couple of days, we actually ended up gathering solutions out of our conversations, which is very rare. But yeah, so this panel, I'm super kicked about it and absolutely looking forward to kind of insights, which are going to be coming in from my fellow panelists. I was just reading up, catching up on this report from Apps Flyer, which says about 14% of planet's app downloads are happening from India, which is like super insane, right? That makes it like a breeding ground for in-app marketing. This is only second to China. So this makes it so powerful for advertisers in terms of the ecosystem, which is getting built on the app space and pandemic has kind of completely driven this. So you move around and you will see a lot of people who are never using e-coms, downloading e-com apps, the fitness apps. And you're seeing all across is a range of number of apps, which are getting downloaded in the Indian market right now. Not to fire up any advertising campaign on in-app or even on mobile web. It's quite a task today. So it's a complete sci-fi experience. A lot of tech stack goes into it, ensuring there's visibility, the viewability checks are there in place, measurement and a lot of stuff which gets into this particular on the tech side to roll up a campaign out there. So at Group N's access, we ensure that all our clients, even if they don't have deep pockets, they get similar kind of a tech stack and similar kind of an experience when they are launching a campaign with us. So that's one area of work which we build over a period of time. Obviously along with our partners like InMobi, there's some super duper work which is happening in that space of launching campaigns and ensuring that advertisers get that buck for their money. As we say, this entire space change is a constant and the industry is going to undergo massive change now, which is what this panel is all about, which is we entering into this entire era of id-less world and there's a lot of work which is happening across the ecosystem in terms of getting the brands geared, getting the platforms and the tech stack geared for it. And we're working a lot of our clients to create the first-party database. So one way to counter this is to create first-party database and use all the emerging tech stack to build that level of hyper-personalization. One of our most trending emerging tech deployment recently is on synthetic video and voice. We've been doing it for a lot of our clients, but one which has caught the eyes, the industry is the one which we've done for Mondializ recently with SRK promoting local stores. That makes it really fascinating. So in the world of id-free, id-less world as we call it, more and more personalized data is going to get garnered and more and more tech stack is going to go along with it to build a lot of communications, engaging conversations with those audiences. With this, I would just open up the panel and we would just start with my favorite person on the panel today is Sachin. I think we really spoke and you went on talking about and a big fan of the work which you're doing on the PIS space, one of the early movers, Policy Bazaar in terms of building the entire PIS stack. In fact, if a cookie-less world is going to benefit someone, it would benefit Sachin and team because it's going to open up a parallel revenue model for you where you can co-op and work with folks like your friend, sort of and create some magical solutions. So would love to hear from you Sachin. Yeah, thanks Neeraj. So for most advertisers, going the cookie-less way is a big worry. Especially people who are with the big reliance on these third-party cookies through different ad networks. Luckily for us, third-party cookie reliance is not that much because we are very heavy on the first-party dataset side. We started building our first-party data since the very beginning, trying to get newer ways to get that data most enriched in a more sophisticated way. The first step was to build a data leak. We achieved that a couple of years back. So now the data is available to each and everyone in the organization who wants to use it for their benefit. The second thing is why third-party cookies are more relevant for advertisers are that they give you the contextual audience. If you are selling, let's say if I talk about Charu, if you're selling home solutions, any kind of home solutions, someone who is in market, who has recently bought a home or who has recently shifted or who is getting something done would be very relevant and advertisers would want to reach out to that audience. Now through first-party data, that is something which is a miss because you don't know what is happening to your data outside the space when they are in different domains. How you can achieve that not at the same level of efficiency now but we started building a propensity model. If someone is on Vesa Vaza's platform, he visited a few months back, bought this. This is the kind of profile. This is what that person done. What could be the next product that person would be interested on? That is another domain we started investing in giving us decent results. We started doing all of these things a few years back and started giving us good results now. Honestly, I'm not worried as far as this cookie-less thing is concerned. Wow. Like I said, it's pretty much like an opportunity. Moving on Charu, we were discussing about some of the fascinating work which you guys are doing on the contextual ad space. Here with Sachin, I see fabulous synergy. What's your take on what Sachin said just now? See, I think very relevant and with the whole noise around the future in a cookie-less world, when today most brands are relying on programmatic and obviously we've also been working on programmatic with both first-party and third-party data. The key now will be to start focusing on first-party data and how we can optimize it, how we can leverage it and gain more audience insights. There's a huge scope of contextual advertising. There is a huge scope of personalizing the content and moreover, this first-party data that we are collecting from our sources and I will elaborate a little more on this later. This is more drill-down with respect to consumers, demographics, consumers' interests and for example, if there is a consumer who is going to any of the website looking for home renovation, bath renovation, then obviously that's something for us and we used to do programmatic from there. Right now, our focus has been to build our data and move on to a more consent-based advertising and what I mean by it is that we've started using our website, we've started using other platforms that we have where we as brand, we convince the customers to volunteer data about their preferences, their interests, areas, their behavior. What's more important here is that my content has to be very, very engaging. So I'll give you an example here. So for example, we have a, we're working on a bathroom planner kind of a tool where we give inspiring visuals, ambiances, thematic designs to consumers that they can, which they can download and create the bathrooms of their dreams. So such kind of a visitor, if he's getting onto my website, I mean, he will definitely want to download those designs, download that newsletter and he will give consent to his information, to his interest areas and that's happening because he's engaging with my content. So that's one thing. And as I had mentioned to you yesterday also with respect to contextual advertising. So for example, we have Urban Clap and we have more, a lot of plumbers and contractors there. And those are key influencers for my brand as well. So what we're doing is we're wanting to tie up with portals like this where consumers, I mean, that's Urban Clap for example today is that go to place in case a person wants to do any revamp in his bath space. So the moment he goes there, he sees my ad and that's a relevant, that's a very relevant platform for me to kind of catch a consumer with a high intent of purchase. So that's one thing. Apart from that, we've also started experimenting with a couple of beacons, as you call it, which are technology devices, which we've installed at a couple of our stores. Again, a different form of programmatic, but then they are helping us to do geo-targeting around those hardware stores. So these are, for example, in cities where wherever you have NFC, would that be NFC devices or how does it work? So these devices, the moment, these are installed within the stores. So the moment, and see that's, so the industry operates in such a way that you have these cohorts of stores in various places. So these are the specifically designated hardware markets. So if it's a consumer who's working past my store, if he's in that market, he's actually there to buy a bathware or something related to his home. So he'll get automated messages, push notifications with specific schemes, offers, which obviously then probably will drive him to my store. So something like that we started on. There's one more very interesting example that I would want to share. So we started, we experimented with a tool called a DOM. So it's an AI-based tool. So here what we've recently started doing is we're running an event-based tracking experiment on a website, hindwarehomes.com. So where we track the user journey as it navigates through the website. So this helps in identifying, us identifying what pages he visited, what products he visited, and then track those buttons that he's clicking and then push the exact notifications to him. So last couple of months. So all focus is on building that first party database to make it more relevant for me. Which definitely, I mean, we will also help me to kind of do programmatic to him later on. No, this is, I think it was a, one of the fascinating piece of examples for the B2B segment because predominantly these blue-collar audiences, we struggle on media to kind of locate them. Exactly. Especially all these mason's and carpenters and you keep getting bombarded with a lot of brief when they want to hit that real cohort. So I think co-op is a way to go and partnering with platforms sitting on some really rock solid enriching data is going to be the next leg. Now, Saurav does a lot of fascinating work there, not just on the B2B segment, like you just mentioned, but he does a lot of work on the B2C segment as well. So Saurav, what's been your strategy to counter the cookie, what do you call it, the cookie sunset, which is going to arrive shortly. Yeah. So first party data, third party data, you know, these are not, you know, very unique terms for all of us. We have been listening for long and for marketers is very tough for us how to use this data very effectively to reach out to the consumer for our communication, for top of mind recall. But I think we have, you know, for extensive reach, as Sachin said, we've been using third party data cookies and everyone as a marketer, we have been doing using multiple tools, right? But I think first party data is very crucial for any of the brands. Now, though we are talking about less kind of a scenario in coming of the years, but for brand like us, have also been having like 30 or different categories, you know, different target audience, different seasonality. So first party data is very important for us. Like one consumer, if you talk about in a home, right? As Charu said, bath renovations, right? Or but for us, it's like a consumer, our philosophy is deeper into your homes from your, as soon as you start or renovate your houses, from your wiring to your switches, to your fans, to your water purifiers, to your air conditioners, to your dishwashers, to, you know, a lot of other, you know, appliances, even in your bathrooms also, like geezers, personal grooming. So when you talk about, you have a different set of people all together in a bouquet. So first party for us is very important, saying that here, if I have one data piece, right? Eventually, I'm going, I can target that data piece 50 different ways and not that 50 different ways, but from different communication, which can be contextual, which can be different categories of, blah, blah, blah. But for us, this single data multiplies by 50. Without even going to the third party, right? So for brand like us, yes, you're right. It's very important, crucial. And we have been very sensitive in terms of capturing those data. I really like and appreciate the fact of where, you know, Charu said, we have been integrated with a tool, which define the, which actually, you know, see the consumer journey and put notifications into it. We also did that. But sometimes it's very tough to evaluate, you know, maybe brand to brand it might differ, but unless and until we do not have a pure ROI in those journeys of consumer, if it's pure in communication, yes, you have been doing very good job, contextual, multiple thought process coming place. But I personally feel how ROI would be calculated with that thought, right? So that also need to be looked and we, because we know, you know, there are two parts to it. As I said, from a comms per se, yes, it's very important for us. Also as a marketer, we need to figure it out how ROI versus we're going to come. All right. So let's just go to Jayesh who would do a lot of heavy lifting on this panel, talking about the tech stack, which I think none of us will touch on. So in movies being really working on the space of unified ID and would love to hear Jayesh's views in terms of how it's going to all shape up in times to come and what opportunities would programmatic bring in for advertisers? Yeah, Neeraj. Yeah. So let me just take a step back and then just have a quick rundown on what you and some of the participants panelists have already talked about. So one is the cookie list world and one is the ad ID, limited app tracking world. So the cookie world, the cookie list world is more significant or more in line with the web and then we have the in-app. So India being a mobile first nation in terms of internet usage, we have close to about 80, 85 percentage of, in fact, almost 97 percentage of the first mobile users are on, first internet users are on mobile phones or through smartphones. And then you have close to 80 to 85 percentage of the time spent, a foot of 80 percentage of time spent on internet is in app and not in web. So that gives a context. And here is where the relevance of the ad ID and the deprecation of the ad ID that is probably being looked at by Google. The IDFA changes then affect India so much because of the 3 percentage market share that Apple has specifically. But in the case of the GAID change, which is bound to happen probably with Android 13, more likely in 2023-24 than in 2022, there is obviously going to be changes in the way we look at it. So obviously what it means is that you have, in terms of targeting, you will have limitations. In terms of tracking, you will have limitations. In terms of frequencies that you reach out to a consumer, that will have limitations. And obviously in terms of attribution, also you'll have limitations. When you look at the scenario, the ideal way, and this is one of the questions that you had put across to me, was how does an advertiser look at this scenario and how does he prepare for this? Considering the GAID is going to be maybe with the kind of adoption that we are seeing or the opt-ins that we are seeing in IDFA, in the IDFA case, we might see in the range of maybe 20-25% opt-in, but the rest 75% will be null characters in terms of the GAID. So how do we reach out? So the best thing, and all of you have touched upon it, in fact Sachin already mentioned about the first-party data. The first-party PIA data is something which is going to be of extreme significance. And various advertisers, companies, clients are all at different stages of this evolution in terms of how they are looking at first-party data. So Sachin, and you will find a lot of the digital native clients or who are predominantly doing their business on digital, having a lot more of the data sets sitting within. Whereas if you look at an FMCG company, you will find that that journey is probably just begun, in the last two, three years, because the significance of data, that data never had significance earlier on. Now it has become significant and that journey is coming. So that building of the PIA data pool, like Sachin was saying, becomes an important proposition. And why it becomes important is, as we move on, getting this PIA data, having our own consumers' data with consent with you, and then ensuring that it is enriched with the kind of attributes that you can get from others, it becomes easier for you to have it matched to a PIA-based unified ID, which would be there in the market, which is already there in the market. And in that world that we are talking about, which is maybe two years down the line, this marriage of sorts becomes very important. Now there are many ways of going about collating this PIA information, normal promotions. I think Charu mentioned about newsletters, sorry, Charu mentioned about exclusive content, enabling exclusive content for sharing the PIA information. There could be several other ways in which you relate that data. But ensuring that this data is captured and it is growing, that becomes important piece. Now comes the second point in terms of what all can we do with this data? Obviously I mentioned, so it can be with a second-party data, even where you marry with somebody of convenience. Say for example, Charu, your brand could marry with somebody like, say, maybe a Magic Bricks, who has a set of data, and both of you are complimenting each other. And that is the kind of information that can be probably looked at by a third-party, as in a third-party clean room, where you can marry the data and have enrichment of that data. That is something which will work. Now, moving on to how this is going to work in the real world, once this changes start happening, like a couple of people mentioned, when you're targeting programmatically, even with one piece of data, like Saurav mentioned, having able to reach out contextually in different contexts, that becomes important. Whether we are able to give the right kind of information or pull out the right kind of information, have the right kind of communication going on. Neeraj, you did mention about the location-based, or I think the Cadbury's one was where in the AI-enabled audio, Shahrukh Khan audio, which was custom, it was a dynamic creative optimization. It was an AI-based one that was done. Those kind of things can be developed, and that can be programmatically done. And that is important, and that is what the world is moving into, and that is where we will be in two years down the line, or in a three-year time frame. Currently, India is probably in a 20 to 25% is programmatic. I know the kind of programmatic expense that is happening in India is probably in the range of 20 to 25% of all digital ad spends. But that is moving very fast. And maybe it will start looking at a 70, 75% programmatic in the next two to three years. And that is where all this information is going to be important. I hope I've been able to touch upon a couple of the things that you've asked, Neeraj. So what's been your strategy to get more and more brands into in-app-based solutions for consumer engagement since we have brands on the panel. What's your pitch like? Yeah, so I think there have been consistent pitches that have been going out to SORA and such in, I don't know, Charu, I haven't interacted with, so I'm not too sure. So we have a huge part of stuff that we take to market, which can be delivered programatically. Like for example, location-based, polygon-based targeting, which can then give you an online to offline attribution, which is important for some of these categories that we have mentioned. Charu mentioned about her stores where they had to be. What if we are able to track what is the evolution of the consumer from an online ad, seeing an online ad to going ahead into that store of Inver. That becomes important. So that is one solution. Going ahead, you talked about the dynamic creative optimization, whether we can have it based on this PII data layering in terms of going about and specifically, more than contextually, in terms of personalizing the ads, according to the data that is available with us, is that a possibility? Yes, that's a possibility. Or for that matter, looking at APIs, creating rich media solutions, creative solutions based on APIs. It could be time of day, it could be location, it could be an air quality index. We have done so many of those things. And those possibilities that there are a huge number of possibilities that we can take. Taking this, the huge opportunity which you just relayed, going back to Sachin, if any of these opportunities you must have applied at Policy Bazaar and is there a success case which you would like to share with the audience? Yeah, so, you know, Policy Bazaar is working with a lot of insurers, right? And there was an issue where people who usually come to Policy Bazaar to compare and there were instances when they just drop off and go to the manufacturer and purchase from there, right? So, and there was a big revenue loss in the entire process because we have a platform where we educate our customers about different policies, what are the pros, cons, etc, etc. so that they can make an informed choice. And ideally we would want them to buy from us, but you know, most of them they do, but some of them they drop off from the manufacturer because of some reasons and that they buy from them, right? So, we realize this issue, we realize the opportunity also and we, you know, put agreements with insurers, most of the insurers and now we have a system if someone drops from Policy Bazaar and goes to a manufacturer's site to buy directly, we know that this person has gone there, they know that this person has directed their policy on us and then there was a clear attribution and this gives us, you know, basically, you know, a leeway in terms of, you know, the seamless, overall seamless journey, attribution, revenue optimization, etc, etc. Right, so that was one. The other thing which we did in Bazaar Bazaar, so, you know, in lending products, finding the right audience is very crucial because the rejection rate is very high both in terms of loans, in terms of credit cards, people who apply, they do not get it. Right, so we have our own first party data and we know that this is, and you know, interesting thing with lending is that there are only a fixed set of people in India because for a new to credit person, it's very difficult to, you know, get a lending product, the first lending product. They usually get it from their own banks, the credit card which is a pre-approved or something like that but most of the time, 95% of people, they are from the same pool. Right, they keep on making a credit card, a loan, etc, etc, etc. Right, so identify that person is very important. So again, we have our own segment and we try to capture that segment through different one-on-one or what I would say, you know, utilizing the second-party cookies which you just mentioned, getting into one-on-one agreement with an organization utilizing their data sets because, you know, finding out a new person and then like what star and clip card is a classic work. Yeah, so, you know buying audience, getting someone on board and then checking whether this person is eligible or not. We do it otherwise. We know that this person is eligible. Let's go and find him on other platforms. Right, so that's the other way of optimizing our media space. Going back to Saurav, every time I speak to Saurav, Saurav is the pressing point for him is the inventory has to be on target and it has to be in the brand safe environment. So Saurav, how does it how does it all shape up in the in-app world, the brand safety? What's your view on that? Yeah, so it's been like more than 10 years in a brand custodian, so it's been in the blood always brand on the priority. So brand safety in multiple levels, even in programmatic, we always use multiple tools so that our brand communication the ad has been served to the right audiences at right point of time, at the right particular way it should be so that the spill is minimized as much as we can. You know very traditional company, though as I said I'm working in very conservative and the way we think about our consumers again as I said communication need to be very precise and thoughtful whatever we think in terms of doing so which I believe yes we tried multiple times through programmatic right to different audiences with proper time of targeting what kind of ROI we can calculate it with different few categories which where it can be calculated in and to be honest yes we by using this entire thought process to the right audiences right time and proper ROI we achieved all those things so yeah so what's your favorite campaign when it comes to engagement with first party audiences any work which inspires you so water purifier which we did almost two years back was my favorite I know Charu is laughing so she must have seen that that was a good one so we did the sense on brand safety and ways in which programmatic advertising can be leveraged in the in-app world and what's your as marketer what is the ecosystem what we should be doing to get it on tracks is that you marketers put your 100% on to it and we can look at massive scale using this tech stack what we are building see I feel today the since last two three years how the world of apps has changed and in-app environment definitely today is a great canvas for maximizing user attention and all marketers all brands are wanting to capitalize on small screen premium feel of the in-app environment so to say definitely users are more engaged with the ads you can also optimize the ad space and hence create a more impactful ad when you're talking about in-app advertising there's high level of personalization that you can do there are better opportunities to reach out to the users you can have video, you can have display advertising any kind of playable advertising all of that is possible in in-app advertising so having said that see when I talk about Hindware as a brand definitely last couple of years we adopted the digital way I mean I would say more of a digital way where we spend on online but it's more physical stores also that we have and the physical stores hold a lot of importance here where the consumer wants to go touch and feel the product and then buy it but then the fact of the matter is that 90% of my research or the search is happening online before the consumer actually walks into a store and buys a product and hence for me first party data also becomes very relevant we did a couple of years back we did not have too much focus on developing that kind of data but today the data comes from various sources not just online but offline as well so when I talk about the data collected from in-store walk-ins I talk about email marketing we talk about call center data any interactions that happen at call center from at Hindware lot of service data the last five years if I were to accumulate service data then it's huge data that we have lying with us that we are now putting on to CRM and trying to see how we can probably have some repeat purchase there so yes because all of this data rests within the system it's all the more important for us to see that the data is safe and it's kind of worked on well so both optimization as well as leveraging the data is what we're trying to do in all respects alright so Jayesh you've been at the forefront of this changing universe so what's your what's the kind of measures which you are taking at InMobi to see to it that the ad campaigns which are running on in-app is in the brand safe environment and all the checks and balances if you could touch upon that I think we'll do it the best was having this cough so I muted myself every time well brand safety as you know it's a very touchy topic it is not just it is not just from perspective there are different types of brand safety that we look at one is from a contextual brand safety one is from the right kind of targeting say like for a liquor brand what is brand safety different for brand safety for maybe a what do you call a hinware like product or probably policy was our like product so what we of course the biggest advantage of in-app is basically there are several levels of checks and balances which have been taken care of in-app means there is a certain level of brand safety which is canopy beyond that point is where we are talking about the contextual safety and also the right kind of audience safety so when we look at say a specific category which should only go to or the reach out should only go to a particular target audience that is possible with the kind of you know signals that we have we are able to reach out to that specific audience hence making it clear for the brand also that okay the communication will only go into a specific audience unlike in the case of a television where an advocate could be seen by anybody not that it cannot be seen by anybody even a handset which is probably being mapped to as a specific OTR or a particular target segment can be used by somebody else I'm not denying that but having said that basic checks check and balance is there in terms of taking a brand to the consumer the third part which I also wanted to mention is about the contextuality of things like for example no brand wants to be associated with the negative context so like for example how about say I have a brand a bit funny the water thing itself you can take that in the context what if it is being advertised in a context where water there is a lot of issues on water maybe that is the right one maybe it is not so making sure that that is also not affected or rather that kind of contextuality is also taken into account is possible in an app environment we can have those block sites you take it away from news you take it to specific apps and categories of apps where there is no contextuality which would affect that particular brand or its safety that is something which we do so in effect I think in-app any day is much better you will find on the web or probably on mweb and we have all the different methods that I have already laid out to make sure that brand safety is under effect. So Jayesh you deal with the maximum publishers in the in-app ecosystem so in terms of collating all that so what is their reaction to this changing universe of this cookie less world and the ID less world what are their reactions are they receptive to it any kind of resistance from their side see there is no point in resisting this is something which is bound to happen if Google does it does it because everybody is resting either on a ios is anyone saying I am going to shut business and move off no chance I can talk from the point of view of certain global context where IDFA has had its effect like for example there are certain publishers who have said okay I am not going to collect this data and Apple requires a pop-up box a pop-up to be shown the moment the app is this thing and the consumer to pick whether he is opting in or she is opting in or opting out there are publishers who are very clearly called out that I am only transacting with this data I just want the user ID and this particular data from the consumer I am not going to be using I am not showing any ads on that particular platform hence I am not even going about showing the pop-up now if you look at it the kind of impact see not in India but outside say in the western world or probably in markets like Japan in Singapore the IDFA change was definitely seen as something which will disrupt the market but honestly if you ask me it hasn't had that much of a disruption in fact there has been certain blips but not like it is you know catastrophe or you know the cookies completely like that and in the context and that's the evolved market in the evolved market obviously there is a lot more privacy concern look at an India market apart from the SCCA one of the really top segment of category segment of people a lot of people not even bother but in fact their awareness levels on privacy of data is very low so when it comes to the GID deprecation or probably you will see a similar kind of IDFA change that is going to happen in the Google at ID I anticipate a lesser of an impact as compared to even IDFA but then you never know how things change so I will still be prepared I really want to be prepared and I will always urge my you know my partners my advertising partners to actually be working towards an area and anyways the one things that I mentioned earlier works in their favor the collation of the first party with the GID data the various things that you can do with it because it is consented data the various mix and matches that you can do the kind of enrichment that you can do the kind of personalization that you can do is out there for everyone to see so why should you delay on that just because GID will impact or not impact shouldn't be the reason for you know going ahead with that is or not going ahead with that is my take on the whole thing Super I think this was a super interesting I have really gotten a lot of insight from all you guys let's just round it up and hear it from all of you in about 30 seconds what is so promising about the changing universe let's just start with Sachin who benefits the most from this changing universe so like you know Jayesh mentioned you will have to live with it you can't do anything about it what you can do is you know being prepared you know being more focused on the opportunities like you've done being prepared being more focused on the first part of party data enrichment and you know devising use cases how can you utilize that first party data having said that the biggest loser in a less word would be Google because 80% of the revenue is dependent on ad sales and the options they provide to advertisers in market this person is in market for loans they collect all these information if they are not worried why should we right so on the other hand as long as the programmatic is concerned and the safety is concerned I think marketers will figure out a way to utilize their first party data better like you mentioned that it's the beginning for firms like FMCGE Vancharu more and more will focus towards our own first party consented base communication it will be better for users because today users might not be bothered especially in DR2 DH3 cities about privacy but as time will move forward they'll become more aware about the harms of getting their data being misused so you know it should be prepared beforehand and it will be better for consumers so eventually it will be better for us also because your first party data is more engaged they know you they have encountered they have basically used your product services so they have certain bit of trust in your brand so it will be easier to convert them than going after a new set of people so this change is basically pushing you to get you to know the customers better Chary you want to go next Yes so I completely go what Sachin said right now and as digital advertising faces a cookie less future as we are end searching I mean I feel privacy laws need to be respected by everybody joining the table whether it is publishers advertisers, brands, marketers all of us and even when third party comes a thing of the past precise ad targeting with my first party data definitely still stays relevant and probably that is a way for me to understand my audience better deliver ads that convert have more ROI with whatever monies I am spending and whether brands decide to engage in transparent advertising that gives consumers the freedom as I was talking earlier take their consent and then try and understand their interests and behavior and let the consumers decide what content they are wanting to receive I think that consumer with a high degree of intent has chances to convert and while we drill down the first party data better with demographic, geographic psychographic parameters we as brands will be able to do much smarter high quality targeting to get the customer across the funnel so I am quite all right we want to go next quick 30 second rapid fire so I think as soon as you know the future with cookie less will come we all marketers know about it maybe in 2 years or 3 years but for sure it is going to be tough job for all the marketers so target to the audiences and we need to be prepared with the first party or the second party data I think as Charu rightly put it in privacy, forceful advertisement is going to be again eliminated in near future so contextual thought communications were very prominent to get engage with the consumer third yes you rightly put it in unless and until you do not have first party second party in app data I think the future lies in there itself so these are my summations in that time so Rajesh yeah so I think I have said it all yeah so see the advantages there is enough work going on in terms of unified IDs and ensuring that this transition is not going to be tough in fact we are in that space where we will be able to help any of our partners to actually translate this data meaningfully convert it into enriched data ensuring that that data is going to be beneficial for them in terms of the right kind of targeting it in the event of GID or ad ID not being present as well so that is the I think we are currently working with multiple partners in fact in terms of taking this projects for them who have started building their data their first party PI data how can we add to it how can we enrich their data and ensuring that our audience intelligence platform can be used for them to target the right kind of places and the right kind of targets that they want to get to so that is about it I think it is bound to come just be prepared there will always be a solution the industry has evolved it will continue evolving there will be new solutions which will come up I don't think we should be worried we just need to be prepared alright thank you so much guys for this insightful panel conversation thanks so much audience thanks group M's access and E4M for evangelizing this space and have a great conference I will see you all thank you so much bye bye thank you everyone bye see ya