Synopsis
Companies are spending big on digital advertising, but tech tools are enabling users to block ads and take steps to protect their privacy. Policymakers, too, are pushing the privacy envelope. All this is making it tough for companies to target users, collect data without consent, and zero in on prospective customers. They are, therefore, reimagining their digital campaigns.
Every month, around a million people flock to the Mercedes-Benz website to check out its range of cars. The market for luxury cars is only around 40,000 units a year. If the German carmaker wants to find out who might be buying its cars, it would be looking for a needle in a haystack. So, it hopes to get leads from digital advertising. At the other end, for consumer-durables major Panasonic, the still-to-be-tapped India market for washing
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