MAM
Tribal DDB India launches two media tools
MUMBAI: Mudra’s specialist interactive unit Tribal DDB India has launched two innovative media tools. The tools, Maximised Online Reach Index (MAORI) and Instant Click Analyzer (INCA), will not only help in better campaign reporting analytics, but also in maximising reach potential for internet based campaigns.
Mudra Marketing Services chief executive officer R Lakshminarayanan said, “Tribal DDB India has really made a breakthrough by developing an innovative product. These new tools will not only instill confidence in the clients for the growing medium, but also develop a new approach to monitor content on the web. By combining online marketing support and monitoring the impact, we hope to give the end users a very positive experience.”
Tribal DDB India country head C V S Sharma said, “The idea stemmed from the need of first time advertisers on the Internet to have a better understanding of campaign deliverables and ROI possibilities. Our media cell did some path breaking research and using the power of technology and huge data of learning’s that we have had from our past campaigns came out with the tools MAORI and INCA.”
Tribal DDB India media director Sandeep Hejmadi said, “We are focused on delivering better impact for our clients for their online campaigns. These tools will not only help us do that but also will help our clients appreciate the medium better.”
Maximised Online Reach Index (MAORI) gives an idea to a client as to how Internet is a critical part of the media mix. It arrives at the Online Reach Index through the input of three key parameters geography, age and budget. Based on the target group, it gives a media plan containing sites surfed by that TG and their usage pattern online. The plan is a blend of high response ad units (based on learning’s from historical data) and sites, which help to increase, reach within the specific TG.
Instant Click Analyzers (INCA) generates real time click updation. For some sites ROI measurement is basis clicks v/s impressions delivered; hence the impression v/s click tracking becomes paramount.
However places where ROI is measured purely on clicks (where space is contracted and not impressions), Tribal DDB India’s second tool INCA’s advantages kick in with instant results. It provides simplified reports, where the client at a glance can summarise his campaign status.
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
