MAM
Ashish Deora lays the bricks for a Proptech powerhouse at Aurum
MUMBAI: Aurum Ventures’ founder and serial disruptor Ashish Deora is stepping into an expanded strategic role at Aurum Proptech, bringing his formidable track record in building tech-first businesses to supercharge the company’s ambition of becoming India’s largest PropTech player.
The move comes as India’s Proptech opportunity surges towards the USD 100 billion mark and Aurum is readying its blueprint for the boom. Deora’s focus will be on guiding the firm’s Rental, Distribution and Capital verticals, helping lay the foundation for a future where technology becomes the backbone of real estate.
An alumnus of Harvard Business School, Deora founded Aurum Ventures at just 21, and over the past 30 years, has built a portfolio spanning telecom, aviation, renewables, and real estate. He’s best known for co-founding Renew Power, creating one of India’s first optic fibre networks, and revitalising a branded low-cost airline. But real estate is where he’s currently making his deepest mark.
Over the last 15 years, Deora has developed Aurum Realestate, a full-stack platform offering everything from IT-SEZs and luxury housing to retail and integrated townships in the Mumbai Metropolitan Region. Complementing that is Aurum PropTech, launched in 2021, which now operates in 15 cities with 650 plus professionals and a tech portfolio including Nestaway, Sell.do and Aurum Analytica.
Commenting on the appointment, Aurum Proptech director on board Vasant Gujarathi said, “We are thrilled to welcome Ashish to the Board. His visionary leadership has been the cornerstone of Aurum’s success, and his strategic insights will be pivotal as we scale new heights. With his continued guidance to the management team, we are confident in accelerating our mission to lead India’s rapidly evolving PropTech sector and establish Aurum PropTech as the nation’s largest and most impactful Proptech company.”
Commenting on the appointment Ashish Deora said, “India PropTech sector represents a USD 100 billion opportunity across consumer tech, enterprise tech and fintech offerings. Since our inception in April 2021, we have strategically combined organic and inorganic growth to develop a clear vision and execution model, underpinned by operational excellence and strategic building blocks to cater to real estate consumers and enterprises. A 650 plus strong passionate team, who live and breathe PropTech is energized to demonstrate scale and depth with strong business fundamentals. As Aurum PropTech continues its journey toward achieving INR 1,000 crore in revenue, fuelled by our Rental, Distribution, and Capital offerings, I am excited to witness the technology-driven transformation of Real Estate, making it truly Future Ready.
Backed by a mix of organic growth and savvy acquisitions, Aurum PropTech’s 10-product ecosystem is positioned at the crossroads of consumer tech, enterprise tech and fintech, with a mission to disrupt traditional real estate at every touchpoint from rentals and distribution to capital solutions.
And Deora isn’t just shaping the future of business. Alongside his wife, he’s steering Aurum’s philanthropic initiatives, and serves on the board of Shriram Properties, extending his influence across India’s residential and affordable housing landscape.
As India’s property market gets a digital makeover, Ashish Deora’s comeback to active strategy might just be the keystone that cements Aurum’s place in the Proptech hall of fame.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
