MAM
Swaarm MMP launched: To provide transparent and privacy-focused martech tracking
Mumbai: Swaarm, a leading global performance-based marketing platform, announced the expansion of its products suite with the launch of ‘Swaarm MMP’- a one-stop attribution and marketing analytics platform that provides a transparent and privacy-focused tracking solution for advertisers to manage partners, attribute users, and gain data-driven insights through automation for optimal decision-making and scalability.
As a next-generation platform, Swaarm MMP is the first of its kind all-in-one platform enabling mobile marketers to attribute users, measure and grow their apps, manage partners, and gain full insights into real consumer behavior. Powered by Swaarm’s highest level of automation, it ultimately allows them to make data-driven actionable decisions and scale their apps at the most affordable price point.
Swaarm MMP: Cutting-edge technology at marketers’ fingertips
1. It allows marketers everything that they’d need, to manage their partners directly from one measurement platform without the involvement of a third-party solution. They can not only easily manage their partner’s campaigns, access, payouts, and budgets but also optimize campaigns and in accordance adjust partner payouts and budgets. Additionally marketers can undertake comparative evaluation of paid marketing KPIs to organic metrics; track partner payments and communicate with them directly via a single platform.
2. As the industry first, Swaarm MMP’s codeless event tracking allows marketers to monitor any action in the app with a click of a button. This in turn enables a brand’s product and tech teams to focus on creating the best version of their app as against spending time on non-essential integrations.
3. The platform allows marketers to maximize campaign success with its transparent tracking technology. They can track events and analyze pertinent data thereby unlocking valuable insights for effective decision-making. Additionally, they can make use of advanced and transparent fraud detection technology that can be tailored to their domain and use case.
4. It is the most affordable MMP offering in the market resting on Swaarm’s proprietary infrastructure built from the ground up.
Swaarm’s MMP can be used across all geographies, all app verticals and with all kinds of partners from social, search to affiliate. Swaarm can help app developers benchmark their paid user acquisition efforts against their organic growth and accordingly and automatically take action to optimize the paid campaigns. Swaarm MMP is designed and engineered to cover all the needs of app developers from measurement to analytics, from reporting to optimizing and at the same time making the integration a breeze.
Swaarm co-founder and CEO Yogeeta Chainani says, “Given the acute growth in the App market in the past years and the projected annual growth rate (CAGR) of 12 per cent in India alone, there is a rising need for platforms that can help app marketers grow their user base, understand their user journeys and unlock valuable insights from this data. Swaarm’s MMP platform provides a one stop solution for app developers and marketers to help achieve all this and more, while keeping our core values of privacy, transparency and automation at heart.”
Swaarm CTO & co-founder Alexandru Dumitru further adds, “Swaarm’s MMP platform offers the first real-time code-less tracking solution for app companies, combining attribution and product analytics in a state of the art SaaS platform. User Acquisition and Product specialists will be able to measure the impact of their actions in real time without relying on the slow process of updating the app in the store thereby making small to medium companies more competitive in the app market.”
Swaarm led the mobile advertising industry by introducing the Advanced Privacy Suite (APS), the industry’s first complete solution that helps navigating privacy without sacrificing performance measurement and advertising functionality, iOS 14-compliant attribution chain methodology, Privacy Enabled Attribution (PEA Chain). The company launched “Explorer,” an analytics tool that gives marketers requisite insights to enhance the efficiency of their operations.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
