MAM
Facebook to set up official external advertising network
MUMBAI: Social networking website Facebook is planning to start an external advertising agency that will be able to capitalise on the data collected by it over the years about people‘s preferences and habits on the web. This also means that advertisers will now be able to use information about users in order to target ads at specific groups while they surf the net.
The data that Facebook has about users includes things like their likes, posts made on the site and the friends one makes on the social networking site.
The initiative will open a new source of revenue for Facebook. Increasing revenue is an important thing for the publicly traded company since it has not been able to do any wonders since it launched its IPO.
The model would be similar to Google‘s AdSense, something that has proven popular and effective and could give the social media website a chance to compete with Google‘s advertising.
Earlier an executive from Facebook‘s counsel office was quoted in Forbes as having said that “everything you do and say on Facebook can be used to serve you ads. Our policy says that we can advertise services to you off of Facebook based on data we have on Facebook.”
Recently, WPP CEO said in an interview with LiveMint, “Facebook is a social medium and a branding medium rather than an advertising medium. It is dangerous to invade people‘s social space. A conversation on Facebook is inherently a social conversation and not a commercial conversation. So the means of engagement are far more subtle. If I engage you to write something nice about me or WPP on your Facebook page, that would be better than taking a display ad on Facebook. I have said this historically-that Facebook is a powerful branding medium.”
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
