MAM
Zeotap launches new brand identity
MUMBAI: Data insights are fast becoming the primary triggers for economic progress. In this new era, owners of valuable data assets need a trustworthy partner to utilise their data safely to establish exciting new businesses. At the same time, buyers are looking to activate the best possible combination of high-quality socio-demographic interest and purchase intent data to optimise their marketing efforts across millions of current and potential customers. Zeotap bridges this gap by providing an industry-leading platform for data sourcing, refinement and distribution, thereby enabling data owners and data buyers to achieve mutual success.
Zeotap, a premium mobile data company providing high-quality customer insights, is all set to continue its strong growth in the Indian market in 2018 by unveiling its new brand identity, comprising a new logo, slogan and website. Its new identity is in tandem with the company’s vision and philosophy; it reinforces the company’s focus on ensuring value from pairing valuable data with intelligent technology.
Founded in 2014, Zeotap is the global leader in sourcing data from telecom operators and other large enterprises and making it available for the mobile marketing industry. The platform aggregates refines and distributes deterministic user data, with a focus on data security and privacy.
‘Fuel for Growth’, the new slogan, indicates the company’s single-minded mission to supply only the most valuable datasets to its agency and brand clients for their continued success. Deterministic data, in particular, is the need of the hour and Zeotap aims to democratise data from large enterprises that have hitherto been unavailable in the market. To achieve this, the company has recently launched zeoCore, its proprietary platform that is compliant with prevailing privacy legislation, ISO 27001-certified for information security, recognised by CIO Review as one of the top 20 analytics platforms globally and has withstood a six-month hacking test conducted by a major US telecom operator.
Zeotap founder and chief product officer Projjol Banerjean says, “Our brand identity is a visual expression of everything we do for our partners’ success. It reflects our simultaneous commitment to data owners to protect their assets while putting them to the best use, as well as to our agency and brand clients to ensure they exceed their targets.”
The company’s client base in India includes brands from sectors like automotive, travel, CPG / FMCG and banking & financial services. To boost its sales efforts in India, Zeotap has recently set up an office in Mumbai headed by Neeraj Singhal, VP Business Development India, who previously had stints at Outbrain, Viacom 18 and Komli Media.
Founded in Berlin in September 2014, with Bengaluru as the global technology centre, Zeotap has grown in just over three years to 85 highly qualified professionals across additional offices in New York, London, Madrid, Milan and Mumbai, and works with all major media agencies as well as more than 30 of the top 100 global brands.
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.
