Insights from Tejas Apte at Goafest 2025: A Call for a Trustworthy Media Ecosystem
Tejas Apte, the head of media and digital marketing at Hindustan Unilever (HUL), delivered a compelling address at Goafest 2025 where he articulated the pressing need for a robust and reliable media ecosystem. His insights are critical for any marketer looking to navigate the complexities of the digital advertising landscape.
The Challenge of “Fakes” in Digital Advertising
The Impact of Fraudulent Impressions
During his keynote, Apte drew attention to the alarming prevalence of fake views, fake news, and fraudulent impressions in digital advertising, which threaten the effectiveness of marketing campaigns. He revealed that up to 30% of digital impressions could be fake or driven by non-human traffic. This not only hampers advertising efficacy but also impacts business sustainability.
"The real loss here is that every dollar invested in media may not reach a genuine audience," Apte stated. "In the past, traditional media like TV ensured that ads landed in front of real people. Today, we lack that assurance."
Crafting a Media Charter for a Better Future
The Indian Society of Advertisers’ Initiative
To address these urgent concerns, the Indian Society of Advertisers (ISA) has launched the Media Charter. This charter aims to establish a set of guiding principles focused on four essential pillars:
- Brand Safety: Ensuring ads run alongside safe content.
- Viewability: Guaranteeing that consumers actually see the advertisements.
- Fraud Prevention: Targeting deceptive practices that inflate ad impression counts.
- Ethical Use of First-Party Data: Promoting responsible data collection and usage.
Apte emphasized the collaborative creation of this charter, noting partnerships with giants like Google and Meta. This teamwork aims to align input metrics with real business outcomes, bridging gaps between advertising expectations and actual performance.
The Evolving Dynamics Between Brands and Agencies
Long-term Partnerships for Innovation
Apte highlighted the importance of fostering long-term relationships with agencies, like GroupM, which has supported HUL for nearly three decades. He remarked:
"Trust and constructive challenge are essential for driving innovation. We must recognize that service models evolve, especially in the face of emerging technologies such as AI."
As the trend of in-housing agency functions grows, Apte acknowledged its benefits—like improved data flow and business decision-making. Yet, he firmly believes that the essence of creative ideation still rests with skilled agency professionals.
Addressing Industry Challenges
Ongoing Investigations and Future Outlook
While discussing challenges facing the industry, including recent raids by the Competition Commission of India, Apte remained circumspect. He noted the need for transparency, expressing concern over the lack of public information regarding these investigations.
He articulated that measuring the success of the ISA Media Charter would involve monitoring a decrease in ad fraud and greater brand safety across the marketplace, especially for smaller advertisers.
Conclusion: A Hopeful Future for Digital Advertising
Tejas Apte’s insights at Goafest 2025 laid bare the complexities of our digital advertising ecosystem. With initiatives like the Media Charter, the industry is moving toward a future marked by trust, transparency, and innovation.
As marketers, it is crucial to engage with these insights and collaborate effectively. By doing so, we can pave the way for a more sustainable media landscape—one where advertising can thrive in an environment free from the shadows of deceit.
For more insights into content marketing strategies and industry shifts, don’t forget to explore resources from ET BrandEquity.
By weaving in creative storytelling and structured insights, this rewrite engages readers while maintaining the essential facts from Tejas Apte’s presentation.
