Applications
Vdopia launches mobile ad platform
MUMBAI: Online video ad network Vdopia has announced the launch of iVdopia, an advanced mobile advertising platform and network pioneering rich media and video advertising on Smartphones.
iVdopia’s range of solutions are used for mobile advertising in the US, including campaigns for Coca-Cola, Warner Brothers and Miller Lite.
With mobile advertising growing in India, iVdopia’s video and social networking solutions for mobile applications on iPhone, Android and Blackberry Smartphones will allow advertisers to reach audiences with interactive ads. iVdopia will also provide application developers with a large inventory of brand ads and the ability to serve their own ad campaigns.
Vdopia COO Chhavi Upadhyay says, “iVdopia is the first to bring Pre-App video advertising to mobile applications and will provide brand advertisers a great way to not just extend their online offering to the mobile web, but also connect with the growing Smartphone user base in India”.
MediaContacts director India Arnab Mitra said, “iVdopia’s ad platform brings significant capabilities to engage with consumers in the mobile segment, especially those using Smartphones avidly. There are tectonic changes being experienced in the mobile ecosystem today. Various Smartphones are hitting the market and with the launch of 3G services, we believe iVdopia will take the lead and witness a huge interest from advertisers.”
While some ad networks use only banner ads, iVdopia supports the widest and most engaging ad formats: Pre-App video, logo placement, banner ads and, for the first time, sponsorship ads to the smartphone applications. Its proprietary technology enables complete analytics for both applications and advertisements, including information on user reach, user engagement and the number of times users play ads.
Vdopia chief business officer Saurabh Bhatia says, “100 million! Those are the number of 3G-enabled handsets expected in India by 2012. The mobile advertising medium will inarguably offer the highest number of unique users. Proportionate to mobile content usage, the mobile ad market is projected to grow by more than 700 to 800 percent year-on-year and we soon expect FMCG, technology, automobile, consumer electronics and the entertainment industry to embrace 3G mobile ads in India.”
Applications
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.
