Ad Campaigns
ISA launches ISA Media Charter for transparent advertising practices
Mumbai: The Indian Society of Advertisers (ISA) has launched the ISA Media Charter, a comprehensive programme with the objective of safeguarding brand interests in the advertising sector through the promotion of fair and transparent practices.
The ISA Media Charter has six key focus areas, including the ISA Model Media Agency Agreement, zero tolerance to ad fraud, brand safety, viewability, the common minimum standard for first-party data, and cross-screen measurement.
As per the association’s statement, the creation of the model media agency agreement template serves the purpose of establishing precise and transparent agreements between advertisers and media agencies. This becomes particularly important due to the complex and extensive flow of media and the intricacies involved in the media ecosystem.
In order to give utmost importance to privacy and consumer protection, the charter also sets forth guidelines for the responsible collection and utilisation of consumer data.
Additionally, the charter strives to provide unified measurement standards for both television and digital platforms, enabling marketers to effectively assess the performance of their campaigns across various media channels.
ISA is the apex national body representing advertisers across the country.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
