New Delhi, Dec. 9 -- India's advertising industry is on the cusp of an evolution. Programmatic buying already represents 42% of the country's digital ad spend and is projected to reach 44% by 2026. This shift marks a new stage of maturity where automation, data, and Artificial Intelligence (AI) are converging to create smarter, more responsive marketing ecosystems.

AI now sits at the center of this transformation. What began as a tool for optimising bids has evolved into a decision engine that processes behavioural signals, curates inventory, and predicts audience engagement across screens and channels. As connected TV, digital out-of-home, and retail media accelerate toward mainstream adoption, programmatic will increasingly define how ...