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Neo@Ogilvy appoints Flipkart’s Ankush Talwar
MUMBAI: Neo@Ogilvy India has announced the appointment of AnkushTalwar as Analytics & Insights head of Neo@Ogilvy.
With an experience of more than 12 years in data science, analytics & insights Talwar was an analytics leader with Flipkart before joining Neo@Ogilvy. At Neo, he will develop and scale the analytics capabilities for digital and performance media.
Neo@Ogilvy India president and country head Rajesh Bhatia said, “The client expectation from their digital media partners is changing rapidly. With so much focus on data and analytics, brand owners are increasingly looking at digital, specifically media partners, to provide always on insights and intelligence. I am delighted to have someone like Ankush who will lead Neo@Ogilvy’sjourney into analytics.”
Talwar has a legacy of incubating and building world class analytics and data science units. He has experience across multiple industry sectors spanning eCommerce, retail, bankingand utilities where he created the ability to grow on the path of data driven decision making and inturn saving precious marketing dollars.
In his last role, Talwar was the head of Customer and Brand Strategy Analytics at Flipkart, where he was responsible for enabling companywide deep customer understanding based on vast amounts of transaction, visits and views data. He was instrumental in providing deep insights about Customer NPS (Net Promoter Score) and support moving it northwards for the largest e-commerce portal in India.
During his stint at Payback, Talwar led the Insights and Analytics teams for the largest loyalty network in India. Rewarded multiple times for his contributions, he created a suite of predictive solutions to predict the Next Logical Customer Spend, thus enabling the Next Best Action from brands and clients. Here, along with his team, he delivered the first Digital Consumer Spend Bureau for India. He was also the brain behind delivering incremental Rs 500 crore revenue for India’s largest retail chain.
Before that his experience includes working with some of the best Fortune 500 companies & Tech startups, including Accenture and American Express, where he started and scaled advanced analytics teams from just a handful of members to 50plus data science and analytics professionals. He also created models for complicated consumer marketing problems like Lifetime Value and Spend Intent.
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.
