Core Insights - India's digital marketing industry has been historically dominated by Meta and Google, which together account for over ₹50,000 crore in annual advertisement revenue, representing 70-90% of the total market share [2][3] - The rise of retail media, particularly in e-commerce and quick commerce, is beginning to disrupt this duopoly, with companies like Amazon and Flipkart generating significant ad revenues [2][3] - The retail media business in India is estimated to be worth $1.5-2.0 billion in 2024, growing to 18% of the total digital advertising market valued at ₹70,000 crore [3][4] Digital Advertising Landscape - Google and Meta's combined advertisement revenue is over ₹53,000 crore, highlighting their dominance in the digital ad space [2] - Retail media is becoming a crucial component of digital advertising, with brands increasingly valuing ads that lead directly to purchases [3][4] - The Trade Desk is emerging as a key player in the retail data space, providing a cross-platform ad layer that leverages first-party data from various retail platforms [4][5] Retail Media Growth - Retail media is now a routine aspect of online advertising, with platforms like Amazon and Flipkart leading the charge [4][5] - The Trade Desk's retail data product allows brands to target users across multiple platforms, enhancing the effectiveness of advertising campaigns [8][9] - Partnerships with companies like BigBasket, Zepto, and Swiggy are expanding the reach and capabilities of retail data utilization [9][12] Data Utilization - Retail data is seen as a valuable asset for brands, enabling them to tailor campaigns based on consumer behavior across different platforms [6][8] - The potential for retail data to enhance advertising strategies is significant, as it allows for more precise targeting and measurement of campaign effectiveness [10][12] - The growth of online retail in smaller cities is expected to enrich the data available for advertisers, further driving the retail media market [11] Future Outlook - As advertising costs on traditional platforms like Google and Meta rise, brands are likely to shift focus towards retail media and first-party data [15] - The evolving landscape of digital advertising suggests that retail data could become a substantial part of India's digital advertising ecosystem [15]