We have to change the conversation from media costs to business value: Publicis Media's Lalatendu Das

Lalatendu Das, from Publicis Media, emphasizes the need to shift the conversation from media costs to business value in India's advertising sector, which is undergoing a transformation driven by AI and the rise of the creator economy. Marketers are now prioritizing agencies that provide tangible business outcomes over mere media optimization.

This shift matters for social commerce as it indicates a growing focus on measurable results and ROI in the advertising industry, which could lead to increased investment in social media platforms and influencer marketing. As a result, social commerce platforms and creators may need to adapt to provide more robust analytics and measurement tools to demonstrate their value to marketers.