AdTech & Programmatic
You Approved the Budget. But Do You Know Where It Actually Went?
The programmatic supply chain isn't broken. It's working exactly as the middlemen designed it.
Read More →
SGCube Consultants
Perspectives
Thinking from the intersection of AdTech, Branded Content and Commercial Strategy.
GEO & AI-era Marketing
The Funnel Didn't Break. The Top of It Just Moved Somewhere You're Not.
India is the world's largest AI search market. Most Indian brands aren't in the answers.
Read More →Branded Content & Creator Economy
You're Not Making Content. You're Making a Long Ad. That's Why It's Not Working.
Audiences don't open Instagram or YouTube to watch your campaign. The sooner brands accept that, the better their content will perform.
Read More →Branded Content & Creator Economy
You're Not Buying Influence. You're Renting Attention. There's a Difference.
India has the world's most diverse creator ecosystem. Most brands are activating it like a media buy. That's why it keeps underperforming.
Read More →Business Strategy & Growth
The First Sale Is Never About the Product. It's About the Narrative Around It.
Most early-stage businesses lose because they pitch features before the market understands why the category matters.
Read More →AdTech & Programmatic
The Cookie Is Dead. DPDP Just Buried the Grave.
India's DPDP Act is now operational. Enforcement begins May 2027. Penalties up to ₹250 crore. Here's what every AdTech business needs to do right now.
Read More →