MAM
Adjust launches automation technology to simplify mobile advertising processes
MUMBAI: Mobile measurement, fraud prevention, and cybersecurity platform Adjust has announced the launch of its new product ‘Control Center’ with the aim to simplify the process of mobile advertising management for marketers. The pioneering product will be a part of the Adjust Automate Suite.
Mobile has become the new undisputed king of digital, and eMarketer predicts marketers are poised to invest a record-breaking $286 billion in mobile ad spend in 2020. But as the industry grows, the process behind ad management has become increasingly complex.
According to a research by Adjust, 81 per cent of the marketers surveyed admitted of planning to increase their company’s marketing or advertising automation budget in 2020. These marketers handle an average of 19 advertising campaigns across approximately 14 different networks, highlighting the scale and complexity behind current marketing campaigns.
When asked about their three biggest pain points in their roles, marketers listed merging and acting on disparate sources of data, individually updating bids and budgets, and accurate campaign management.
Adjust’s Control Center was built to simplify these processes. Designed as a cross-app, cross-partner and cross-network dashboard, marketers will be able to view data across all their apps and campaigns and act on it. The product is part of the company’s third product suite, Adjust Automate. It follows Measure, which focuses on attribution and analytics, and Protect, which encapsulates its fraud prevention and cybersecurity solutions. These three product suites make marketing simpler, smarter and more secure for the 32,000 apps working with Adjust.
“Mobile is one of the most sophisticated and technical channels in marketing today, but it relies on a huge amount of manual work,” commented Adjust co-founder and CTO Paul H Müller.
Müller added, “According to our research, marketers would have to adjust over 250 distinct bids and spend limits, every day. That means even a moderate number of campaigns can become complex to keep updated.”
“With Control Center, marketers can offload manual, routine tasks, leaving them free to focus on being creative and pushing the boundaries of what marketing can achieve,” Müller continued. “The product also has the potential to be an equaliser in mobile marketing, massively increasing the number of campaigns one person can manage, and allowing smaller teams to compete with larger marketing departments. With it, the battle will gradually shift from out-spending to out-thinking competition.”
Control Center will be available as a separate package for clients and integrated into their existing dashboard, along with an Enterprise version that is fully customisable for the most sophisticated of advertisers.
The launch follows a strong period of growth for Adjust. In 2019, the company announced multiple acquisitions, hiring of top talent and one of the year’s biggest rounds of funding in Europe. In 2020, Adjust will be focusing on consolidating its existing product to become the definitive growth engine for the mobile marketing ecosystem.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
