MAM
Redseer report Digital ads power global economy at US$1tn
New analysis shows programmatic dominance, walled-garden control and AI-privacy shifts reshaping US$740-780bn market.
MUMBAI: Advertising is the oil that keeps the digital economy humming and right now it’s gushing at record speed. Global ad spend crossed the $1 trillion mark in 2025, with digital channels commanding a massive 70-75 per cent share worth US$740-780 billion, according to the latest Redseer Strategy Consultants report. That’s growing at 3-5x the pace of global real GDP, which expanded just ~3 per cent last year while ad spend surged ~9 per cent.
Consumers are glued to screens for a staggering ~6.5 hours a day across 30 plus apps and 2 plus devices on average, yet attention is splintering faster than ever. Mobile now accounts for 65-70 per cent of all digital ad dollars, with in-app formats leading the charge. The United States still dominates with ~46 per cent of global digital spend (~$340 billion), followed by China at ~24 per cent (~$180 billion). India, though smaller at ~1 per cent (~$11 billion), is growing at a brisk 10-15 per cent CAGR.
At the heart of this boom sits programmatic advertising, now the default infrastructure for digital. It gobbles up 80-85 per cent of the $740-780 billion pie and is on track to hit 85-90 per cent by 2030. Publishers keep 45-55 per cent of advertiser dollars, while the rest flows to DSPs, SSPs, exchanges and agencies. But power is concentrating fast: walled gardens such as Google, Meta and Amazon are expected to capture 70-80 per cent of programmatic spend thanks to first-party data and closed ecosystems. The open web, despite eating up 55-60 per cent of internet time, gets just 20-30 per cent.
The report warns that the next era will be defined by three forces, privacy-driven targeting, AI-native campaign execution, and a widening gap between fast adopters and laggards. Winners will embed AI across the stack, build strong first-party data flywheels and reduce reliance on walled gardens. Publishers must own their audiences, diversify beyond display and crank up content velocity with AI. Brands need robust first-party data and AI-generated creative at scale. Ad platforms that deliver cleaner supply paths, fraud-resistant systems and transparent measurement will thrive.
Redseer’s analysis paints a clear picture: reach is now a commodity, but precision and relevance remain the real moat. As AI rewrites the rules and privacy reshapes the pipes, the oil that powers the digital economy is flowing stronger but only those who adapt will keep their engines running smoothly.
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
