Start-ups take faster to programmatic than regular consumer product firms, Ashish Shah tells Vanita Kohli-Khandekar
Is programmatic useful from a brand building perspective?
If you have to buy space in Business Standard or Times of India for 30 days, they are fixed buys. You would buy the home page on, say, TOI or FT. Programmatic measures where to place the ad on a real-time basis. Like we have a client, GrabOnRent, a start-up that offers furniture, home appliances and other things on rent for single people who have to move houses or cities. They want to create awareness towards expats and then brand recall. Traditionally I would have approached an agency, gone to XYZ website, “do it yourself” blogs and websites. But with data management platforms you can buy specific aud