Mumbai, Aug. 18 -- Former WPP chief Martin Sorrell didn't mince words earlier this year when he said, "It's ludicrous that 250,000 people are still working in media planning and buying when all of that can-and will-be done algorithmically." At an industry event, he added, "You won't rely on a 25-year-old media planner. You'll rely on an algorithm."

Sorrell was not just sounding off. His remarks reflect a broader shift already reshaping marketing playbooks, moving away from media weight and toward measuring attention.

For years, marketers counted what they bought. Now, they are asking what was actually seen, and what effect it had.

At Godrej Consumer Products Ltd, that shift is already under way. "What I care about is not how much time ...