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GroupM launches new hyperlocal audience targeting solution for addressable TV
Mumbai: GroupM, WPP’s media investment group, has announced the launch of Geo Granularity, a hyperlocal and granular targeting technology developed by Finecast, the addressable TV solution of GroupM Nexus. Engineered for high-quality broadcaster inventories on the big screen, the new technology has been enhanced from broader pin code level targeting to granular 1000-meter geo-targeting, allowing advertisers to zero in on more defined audiences for their campaigns.
Traditionally, a pin code in India could comprise hundreds of thousands of households. By zooming in on a smaller geographical area – narrowed down to a one square kilometre grid – advertisers can enjoy improved proficiency and optimised ad spend through Finecast’s audience planning technology that targets specific households based on consumer affluence, behaviour, and demographics.
Covering an expansive area of 26,000 square kilometres across India’s top cities, this innovative solution was developed using proprietary geo-spatial technology and is the country’s first ever initiative of its kind, offering unparalleled targeting capabilities exclusively designed for TV advertisers. Each square kilometre grid incorporates a wide range of valuable data points which are meticulously refined and integrated using Finecast’s audience planning technology. The comprehensive data empowers advertisers to create precisely targeted campaigns that resonate with their intended audience.
Studies have shown that users who are shown relevant ads are more likely to have a positive experience with the advertiser’s brand, resulting in better engagement, higher click-through rates, and ultimately, more conversions.
All GroupM clients will be able to harness the benefits from this geo-targeting solution via their media planners.
GroupM South Asia CEO Prasanth Kumar said,“Finecast’s Geo Granularity technology is a game-changer for businesses seeking to achieve more targeted and hyperlocal TV advertising across high-quality broadcaster inventories. This innovative solution will revolutionize the way advertisers approach TV advertising by offering a more precise and coherent approach to targeting specific geographic areas. By reaching potential customers in their local markets, businesses can enjoy higher relevance, better consumer experience, and ultimately, more conversions.”
GroupM India data, performance & digital products president Atique Kazi said, “With Geo Granularity’s innovative targeting strategy, businesses can leverage the increased flexibility to connect with captive audiences and grow their brand equity. GroupM Nexus’ Finecast has continued to be a trailblazer in addressable TV by developing technology like Geo Granularity that’s revolutionising the industry by providing advertisers with stronger outcomes and higher return of investment.”
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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.
