India, Feb. 12 -- Can we think of a world without ads? Before high-end digital technologies took over, people came across random product promotions, from the latest luxury cars to get-rich-soon investment schemes. Of late, that scenario has changed. If one is browsing healthy recipes right now, all things fitness and health are bound to pop up on the screen for the next few days. It is a powerful reminder that brands today use hyper-personalised marketing to reach their target audiences via trusted platforms.

However, a fundamental challenge persists. Most of these personalised ads residing within the internet's walled gardens (closed ecosystems created by tech giants) fail to engage with the vast audience on the open internet. Marketing...