MAM
Alongside expanding TV panel, Tam to scale up AdEx operations
MUMBAI: Tam India sure seems to be in an upbeat mode. While a couple of days back it announced that it was increasing its TV panel from 4800 to 10,300; the agency has now announced that it is further scaling up the TV AdEx operations.
The agency is gearing up to monitor advertising of close to 150+ channels by the end of 2005 and 300 channels by the end of 2006. This move was prompted by the rapid increase in the number of television channels in the country.
Tam measures 250 channels for viewership ratings, AdEx India monitors 117 channels for all advertising expenditure analysis. In accordance to its vision – “To track the last advertising rupee in the Indian Media Industry” – AdEx India has undertaken a series of initiatives for the industry. It provides advertising information across TV, newspapers, magazines and radio.
A service like TV AdEx has to capture and monitor 98-99 per cent of all TV revenues in the country. This is the norm that AdEx India has set for itself.
A roadmap for the required expansion is currently being worked out. Mirroring the market requirements, this will be the first ever massive jump for AdEx India.
The year 2004 has been a watershed year in the area of TV monitoring as new channels were launched, which in turn gave rise to newer and complex requirements from the industry.
Citing an example, Tam Media Research vice president Atul Phadnis says, “While the earlier AdEx model was to capture every ad and program on TV, planners today want us to monitor every sponsorship element, every innovation, every brand sighting and every product placement. On the other hand, broadcasters want us to capture promos, channel and program branding elements, content elements and placements. However, while new media are tracked to realize AdEx’s vision, existing media will have to have constant expansions.”
Hence, AdEx India is gearing up for a massive scalability right now that incorporates new technology, infrastructure and training and development for its talent pool.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
