Applications
airG selects iVdopia to boost mobile advertising
MUMBAI: The video and rich media mobile advertising network iVdopia and airG, the mobile social entertainment provider, have joined hands to bring InWAP and PreWAP mobile video advertising solutions to airG‘s mobile social entertainment products.
For airG, which claims of more than 50 million unique users worldwide, this collaboration means incorporation of iVdopia‘s video and rich media ads on the mobile web, optimizing for maximum ad revenue and fill across its social entertainment products.
With video and rich media ads having never been done before on the mobile web, iVdopia‘s InWAP and PreWAP ads open up an entire avenue of monetizable inventory for publishers.
“When you combine iVdopia‘s rich media and video interstitials with airG‘s global audience and demographic targeting, we are able to achieve our goal of delivering relevant and engaging advertising to consumers,” said airG VP marketing and corporate development Dejan Mirkovic. “iVdopia‘s premium InWAP and PreWAP video and rich media advertising formats delivers real value to our end users.”
Using their proprietary V5 platform HTML5 technology, iVdopia lets mobile web users engage with dynamic video and interactive rich media ads, without ever leaving the website – including InWAP ad formats – full-screen videos, expandable banners and rich media ads that play within the webpage – and PreWAP ad formats – video and rich media ads that auto-play when a webpage is loaded onto mobile screens.
“airG is the first among many mobile web publishers who have expressed interest in increasing their mobile advertising opportunities through our InWAP and PreWAP video ads,” added iVdopia COO Chhavi Upadhyay. “Combined with premium video and rich media WAP ad formats from iVdopia, our high-performance mobile video solutions powerfully convey relevant advertising to airG users, enabling airG to increase the volume and scalability of its entire mobile web inventory.”
InWAP and PreWAP video ads can also be combined with the Talk2Me landing page to offer customised engagements for users to share on social media sites, email, view multiple videos, or interact with the brand‘s WAP site. All this takes place within the phone‘s browser, and the user can opt out anytime from the ad and return to browsing the mobile web.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
