India, Feb. 20 -- If you are an active user of quick-commerce apps such as Blinkit, Zepto or Instamart, you may have noticed a lot more advertisements on these platforms. Surprisingly, these aren't always for groceries or the daily goods that you order. Sponsored listings and posts may include credit cards or other financial products or even gaming apps.

Two major advertising sector reports released in February, which capture digital media trends, have noted the steep growth rate in retail media that includes e-commerce platforms and marketplaces such as Amazon and Flipkart, quick-commerce services such as Blinkit or Zepto and food delivery apps such as Zomato and Swiggy.

Earlier this month, the Dentsu-e4m Digital Advertising Report 202...