iWorld
Media experts are concerned about changing policies impacting their digital media buys: Report
Mumbai: Integral Ad Science (IAS), in collaboration with YouGov and a market research firm, has released its report ‘2022 Future of Privacy-First Advertising.’
IAS surveyed 346 digital media experts and 1,131 consumers about their opinions on the future of ad targeting, upcoming changes to online data and privacy policies, and how media quality solutions can help marketers be more effective.
The findings revealed that consumers have serious concerns about the security of their personal information when using the internet; that they are unaware of the laws governing the collection and use of their personal data; and that they are very uncomfortable when their online activity is used for advertising.
IAS Global chief commercial officer Yannis Dosios said, “With upcoming online data and privacy policy changes coming down the pipe, privacy continues to be a priority for both consumers and media experts.”
He further added, “IAS is well-suited to help ease the concerns of privacy policy transitions through our contextual targeting solutions that will help advertisers reach their ideal audience at scale, all while respecting their privacy.”
The report explores a gap between what organisations are actually doing to deal with these changes and how crucial it is for media professionals to understand data privacy policies, as well as how concerned they are about how these policies will affect their work.
The report also examines how brands are currently dealing with cookie depreciation through contextual, privacy-first advertising strategies that don’t use individuals’ personal information to target customers.
Online data privacy
One of the report’s key findings was that while consumers value online data privacy, their trust in the security of their online data is low.
While consumers agree that data privacy is important, only half (50 per cent) are confident in the security of their online data while surfing the web. More than two-thirds (67 per cent) of consumers also claim to be more cautious than ever when it comes to their privacy and online data.
Targeting techniques
The study also discovered that consumers are aware of various targeting techniques. However, they might feel uncomfortable with their data being used for advertising.
Although the majority of consumers (68 per cent) are still uncomfortable with personalisation, despite the fact that 90 per cent (nine in ten) of users are aware that websites and apps collect and share their data for advertising purposes.
Brands have the chance to change the targeted ad experience so that contextual relevance is the driving factor. This would result in a better user experience for consumers and better results for advertisers.
Privacy policy
Although the majority of media experts are concerned about evolving privacy policies, many are unaware of them and the majority lack a clear management strategy.
Almost two-thirds (62 per cent) of media experts concur that this year it is important to understand data privacy, and an overwhelming majority (89 per cent) say that brands are particularly concerned about PII privacy.
However, only about half of digital media experts are knowledgeable about privacy policy-related topics pertaining to browsers (53 per cent), regulations (51 per cent) or mobile identifiers (45 per cent).
Furthermore, only 36 per cent of media experts claimed that their company had set up a team to handle upcoming policy changes, while 29 per cent said that they had taken no action.
Contextual content
The report suggested that brands should match their advertisements with contextually relevant content that appeals to consumers more.
After seeing a targeted advertisement, 66 per cent of consumers said they are likely to visit a brand’s or product’s website.
Considering consumers’ privacy concerns and desire for relevance, contextual targeting is an easy option for advertisers, but only 29 per cent of media experts have used this tactic.
The majority of media experts (51 per cent) concur that ad buyers and sellers must actively cooperate throughout privacy changes and that media quality solutions will become more crucial for ensuring the right audiences are reached.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
