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Yahoo! India ties up with Affle for mobile advertising
MUMBAI: Digital media company Affle has announced its partnership with Yahoo! India for mobile advertising in India.
As part of this partnership Affle would sell Yahoo! India‘s mobile advertising inventory across feature phones, smart phones and tablets.
According to the company, Affle‘s “expertise” in digital domain on both, the platform side via ‘Ripple‘ and with Digital Advertising Solutions group will help advertisers in driving impactful ad campaigns on Yahoo! network in India.
Affle co-founder and CEO Anuj Kumar said, “Given Yahoo!‘s success in delivering deeply personal digital experiences to a huge global audience we believe that this partnership would be ideal for us to grow our mobile advertising propositions for top advertisers and agency partners. We strongly believe that such brands would truly value the audience quality and ad engagement opportunities available on Yahoo! Also given the significant growing base of mobile internet users and smartphones in India we are really bullish that rich ad engagement on premium destinations like Yahoo! would be the key catalysts to drive rapid growth of the mobile ad market”.
Yahoo! India senior director and head of sales Vishal Maheswari added, “Mobile is a key area of focus for Yahoo!, given the exponential growth of connected devices in India. Affle has built good equity in the mobile advertising space and brings to the table an extensive ad network with leading publishers. Yahoo!‘s premium content and wide reach will further enhance Affle‘s network, leading to superior value for advertisers.”
Yahoo! has a reach in India to over 70 per cent of the Internet audience, and enjoys category leading positions across properties such as Yahoo! Cricket, OMG, Lifestyle, and Movies, the company said.
Affle is a Singapore headquartered ‘Smart Media‘ company. Affle Group has expertise- areas of the digital media ecosystem. Affle Group‘s businesses include Affle Rich Media Business, Affle Media Lab and ad2c (a JV between Affle and D2C Inc). Affle‘s investors include D2C Inc (JV between Dentsu and NTT DoCoMo), Microsoft Corporation, Itochu Corporation of Japan, Bennett Coleman Company Limited (BCCL) and Centurion Private Equity.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
