Brandformance: The Wild Ride of Marketing in India

Once upon a time, the consumer journey was a neat funnel. Now, it's a wild ride with apps, shows, and AI helpers! Medhavi Singh from Criteo says India is zooming ahead in digital shopping, blending branding and performance into a magical mix called 'brandformance.' Brands need to be everywhere, with messages that matter, as consumers hop from one platform to another. The future is bright for retail media and AI, but it’s all about staying relevant!