We are living in an era of disruption, and as a part of it, the advertising industry has also witnessed a rapid transformation over the years. With the advancements in technology, advertising is now more effective than ever as the impact has gone encyclopedic and the budget has turned pocket-friendly. In fact, the ad tech industry in India has recently seen a more prominent shift towards a digitally conformed culture. The approach by media buyers with the increase of inexpensive budgets is becoming progressively sophisticated towards mobile and

digital; with a more prominent focus on the role of quality ads over quantity. Nonetheless, the industry is continuing to grow, with ad spend predicted to exceed $1bn in the coming year.

With ad tech evolving more rapidly and getting more sophisticated than ever before, new channels and devices are now offering more opportunities for advertisers to connect with customers in many ways. Startups are drawing on ample opportunities and trends to help boost growth in emerging markets. They are continuously coming up with innovative marketing ideas that can help businesses in their advertising endeavors. There's more to it. These startups are offering some creative mobile addressable programmatic ad solutions. With programmatic, gamified and playful floating ad units, publishers and advertisers can create interactive ads and engage the users in mini-games.

In our current edition, we have featured a list of “10 Most Promising Adtech Starups - 2019”. Digital ad world has created a great authority over entrepreneurs as it has authorized them to scamper their startups in a very strategic and profitable manner. By matching quality products with unique and shareable story, these startups have carved out a niche in the market.