 First of all, thank you so much for everybody coming over. I could not expect a morning with everybody in the room exposed, right? And pardon me for my husky voice. I think whether Delhi Bombay is blinding on my throat, so pardon me for that. I'm really excited to launch the report as you know. So this is our second edition of the programmatic report that we have done this year. Last year again with E4 and we have launched it. So last year when we were talking about the report, the main concepts and the talking points were that how programmatic is at an evolution, especially post-pandemic. Everybody was trying to see what advertising world is holding for us, especially post-pandemic. Traditional is moving towards digital, going heavy towards programmatic. And I'm extremely happy to say that within this one year span of time programmatic had not just been evolved but had gone into space where rightly now it's said that people are not comfortable talking about it because it's become so advanced. Today when we're talking about the key trends in terms of programmatic, clearly one big word that's coming here is discovery commerce. I'll just talk about why are we calling it discovery commerce and not just a media commerce. Then AI, so as we know that AI is not just a buzzword anymore but something which is very much important to pillar a growth like you know our premium partner side is with us, right? You need to have it to have a very much optimized campaign and Amplifier Intelligence is what I'll call and not just an AI. Followed by creative post-programmatic where you will see that it's not just about how you talk about DCO campaigns or you talk about creative renditions happening but furthermore where you marry data and technology and AI and measurement everything together with programmatic in a creative format where you understand that how with different channels it's been worked together. So let me just open this word for you and talk about the first thing which is the big bet of 2023 and why are we calling it a big bet of 2023 for a very clear reason. All of us in this room, yes we know we were forced to go online when pandemic happened but now that's a new normal for all of us. I don't even remember when it was the last time when I went offline for shopping anything. A, because I don't have that time. B, I don't have that patience. C, the kind of ease I've got on online because every brand has been investing so much of time and energy and of course a lot of money to make that journey easy for users and audiences. So when that kind of investment is happening clearly audiences are also moving towards an online world for everything that they want to buy which is a marketplace in e-commerce and we know right brands that wherever audiences are we are there. So clearly advertising when it comes to e-commerce it's not just a line item but a channel in itself where we have a huge growth. Now we talk about that why are we betting huge on e-commerce? It could be just another platform, right? But the thing is we need to look at it a perspective that when digital evolved almost a decade ago it started with search media and also social media. These were the two words that we all had been hearing back then. Entire campaign was built on a huge among us list of keywords and then of course followed by social media and then we could see media separately booming in where we talked about open each other strategy special class two years working upon those things. But do we not resonate same happening in e-commerce as of today? Because when we are working on a e-commerce strategy we again talk about keywords which is brand keywords, competition keywords which page 20 to be in which product do I need to qualify myself for heavy investments but we need to understand that again similar to media advertising, digital advertising the way we have social and search within e-commerce we have search e-commerce, we have social e-commerce and then we have entire bouquet of audiences which is sitting for a discovery e-commerce which is media e-commerce. Now why do we call it discovery? Very clear reason that when audience is trying to make up his or her mind to buy something there is no more of a discovery. So you could be very clear on the fact that what product do you want to buy could be a refrigerator but when you are searching for it about reviews or maybe in a phase when you have not made up your mind which brand you want to go for you are still discovering it. So as advertisers we see there is a huge gap in terms of our strategies because we are planning for the bottom funnel in e-commerce which is where we have heavy investment on search e-commerce people have already made up their mind in terms of the brand they want to go for but what about the time when they were in that journey which is where we are leaking it in a way and we need to invest on our strategy and understand that how can we tap them in that decision making journey which is why we are calling it as a discovery commerce that audiences are trying to discover the brand they want to go for and similarly market years we need to understand that how differently our strategy needs to be shaped for that duration so it is not just a bottom funnel solution but end to end funnel solution which is how do you work on awareness and then creating an intent and then followed by a purchase activity that you go for so in the report you can read more about it not taking a lot of time we will move to the next key trend which you will see which is amplified intelligence again why are we not calling it artificial intelligence is clearly the case when AI is just built on back off tech algorithms and models right but that is made by humans so when humans are meeting artificial intelligence that is when it becomes a magic which is amplified intelligence and gone back other days when you just talk about lowering down CPMs or CPVs using AI nowadays when you say that AI is actually helping you in taking decisions starting from planning your campaign which is inside that campaign followed by activation and then even in sites after the campaign is done and even of course on the go decision making that we are doing so it is a lot of decision making tree which AI is helping you to try to build that and of course we are seeing a lot of efficiency so instead of investing heavy basically I will say in a manual strategies that we have been working a long back then is the time when we are building a lot of dashboards with the help of these millions and trillions of data sets and as we know that the world is going to kill us all of this is happening so of course no matter how much your device or strategies whatever we keep on reading upon but we need to have that insight coming in from data and a lot of models which would be built on the backup algorithm where you work on top funnel of course CPV CPMs massive reach that you are going to go for then your capability then your measurement coming in and again if today we talk about one big key challenge that everybody faces is how do you map my journeys together so most of the brands if you talk about it their awareness campaigns are done by one agency while performances mostly done by another but that is now how an audience flow is going in and those were the days when of course world was not only channel for advertising so yes it made sense but today when entire world is only channel in fact we are going to advance only channel which is not just digital but how beyond you are going with it which is how do you connect offline with online how do you connect your tail with online so if within online the world is not connected for you in terms of your media investment I think that is a big red flag so that is what we are seeing today that with the help of programmatic and the entire awareness campaign funneled with your performance campaigns for which of course you need to have an AI in place and that entire set of algorithms are setting you up for a strategized campaign deliveries where of course in a span of time but you understand how do you increase your delta how do you further get more efficient ROAS driven campaigns and I clearly see that when we talk about performance campaigns we talk about how much conversions are we getting but even in terms of our measurement those intermediates are gone so if you look at your measurement tools now you clearly see data driven attributions so attribution models are in place just for understanding the fact that awareness campaigns plays a bigger role and there is a weighted average that needs to be given to awareness campaigns so when such changes are being done by big players like Google in their measurement tool the same needs to be reflected in our media strategies too which is where we have AI which is trying to which is further helping us becoming a pillar to us navigating this journey for us and followed by that as we are talking about creative course programmatic so we are not talking about creatively this year because we have talked about it last year that how you know DCO, marrying with data and technology navigates the world for you but there is a big trend coming up for us the way we could see e-commerce in next two years we will see voice taking over that world so voice is actually going to shape the future for programmatic for us within the scope of creativity I will tell you how and why past two years I remember there was a gifting idea Alexa being given to everybody in all corporate events, personal events so we bought, we gifted but yes most of people have Alexa's at home now very well used and since we have a device in the house, a little bit change is done so of course things are very much again voice driven in our houses too, which is a consumption so when adoption is having in terms of consumption clearly there are audiences again sitting there and as we all know we never lose an opportunity wherever we are able to understand the audiences we get there within our advertising world so next two years and which is something not sorry because across different part of the world it is happening so again in India this trend is going to come where most of our I'll say instructions in terms of buying or going somewhere in navigation in our daily life will be driven by voice assistance and which is where even advertising landscape is taking us so we had done a campaign for Pizza Hut as a test which was done a few months ago where again a campaign was done where a person could talk to the voice so instead of a creative or one-sided audio campaign a voice is asking you that hey it's a Wednesday, a bobo do you want to try a pizza so out of curiosity many people say yes and no just test and then another creative comes in depending on the answer being given which would open a landing page for you or which would again come back to you in the evening but the thing is that in this way today, day-to-day life and we're so busy voice is taking over that word for you so it's making for us advertisers entire creative landscape as more conversational so it's not a journey where it's waiting for a click to happen and where you end up losing your audiences but a journey where people are conversing back to you so it's more of conversational more of engagement driven creative formats being put into picture and place and also when you talk about creative post-problematic we know yes as I say it's a blessing in disguise pandemic had been bad and worse for all of us but the reality is that we're sitting here and we have changed ourselves our ways of living with whatever happened and new ways of living but the thing is with this with an advertising we have seen massive changes happening it did not just connect the word together on humanity grounds but also in the form of advertising we could see people trying to navigate entire workflow their landscapes for these of consumers which connected the words together I can see digital connecting with offline I can see digital connecting with retail when I see digital connecting with offline there was a time when offline brands hardly used to invest on digital with the fact that my audiences cannot buy online but pandemic has pushed us towards that edge and now that is staying with us forever so there are campaigns being done digitally to create a fairness to create an intent when yes the audiences being guided to go towards an offline store today could be a car automotive category where your creative gives you an option to click on a button which is tap to map you click on the button and map opens up it shows the direction so that's another only channel advanced version which we are seeing where you are not just talking about OTT platforms working in the one landscape or audio talking to OTT not just within digital but beyond digital so which is what we have advanced only channel landscape where you have your DOH campaigns connecting back to your digital so that's yes a boom for all of us because we don't need to slice and dice our media budgets as per many channels we can keep this under one umbrella and see how technology and data can do you know can do those wonders for us and clearly last one is navigating because everybody every client is trying to see for it that how will that work for us again I'll say don't panic don't panic because if all these changes so rapidly in just two years we could absorb and write on them this is not something where we are not prepared India as a market we knew that these changes are going to happen and they are coming away so yes we have prepared a lot of technologies already been you know kind of surfacing on the top which we can see so one word we all hear is contextual that let's move towards contextual ways of targeting not just keyword targeting is what I am trying to say but more to do with context of the audiences more to do with relevance of audience groups working out together and even on the back of again data sets which are going to you know flow back in your campaign and as we know that first party data is driving the growth and factor that every advertiser is working towards that and that means one of the top priority for them but again at the same time as you know that we can't take data back it's been a long time so what's going to really help us is again you know those tech and tools so that's going to be the heavy age of investment that we need to focus on that's it, thank you and I really hope that you really enjoy reading the entire report thank you