The digital universe is user-centric, to make an impact, one needs to understand their needs and then expose them to relevant content: Pankaj Sharma

The digital universe is user-centric, to make an impact, one needs to understand their needs and then expose them to relevant content.

Pankaj Sharma, Country head of MGID India,

MGID, as a global native ad network, has been working on this very principle. The more we worked on building a successful ad network that helps advertisers and publishers alike, the more we learned about the importance of knowing your audience. In 2021, we are going to focus on product enhancements that address the needs of advertisers and publishers, and our own growth strategy.

For Publishers

Our first focus for the New Year will be to help publishers gain better insight into their audience. We are working on a new product update that will give them a finer understanding of audience affinities and how they respond to content. In the long run, these insights will help publishers design better audience acquisition strategies and monetize the traffic even more efficiently. A further deep dive into the requirement of publishers has shown the need for maximum outputs from ad placements, which we plan to address through an all-in-one native yield optimisation solution and new non-intrusive ad units. With this technology, we will be providing our partner publishers with better monetisation options in a cookieless environment. This is going to be our second focus in 2021.

For Advertisers

Our third focus in 2021 will be on robust product updates for innovative, brand-safe solutions for our advertisers. The cookieless environment we will be building will offer targeting options such as contextual targeting. There will be more options for campaign optimisation through rules-based advanced algorithms, which will be able to drive better campaign performance.

Towards growth of MGID

In 2021, India is going to be one of the biggest markets that we focus on, which brings us to the fourth item on our agenda for the new year. Not only does India offer a huge market, it also has immense potential because of affordable data plans and mobile devices. With the expected 5G launch in 2021, we see the scope for even better connectivity and more room for innovative ad units. IoT has helped us reach one step closer to the customer with more data to understand which content and ad units would get higher engagement. The fifth item on our agenda for 2021 will be further development of local offices across the globe, including the one in India.

There is a vast diversity of culture, language, and digital maturity across numerous countries and this means a one-size-fits-all solution will not be able to help brands get effective and efficient results for their marketing campaigns. In 2021 our focus will remain on providing brands and publishers with solutions that give the best ROIs.