Storyboard18 presents FAST FIVE
We bring you top five news updates from the world of advertising, marketing, and business of brands.
Quick commerce’s data advantage raises fresh questions over measurement transparency
As retail media spending surges across India’s quick commerce platforms, marketers and industry executives are increasingly questioning whether advertisers are becoming too dependent on platform-reported metrics and whether the industry needs stronger independent measurement standards.
Platforms such as Blinkit, Zepto and Swiggy Instamart now sit on vast pools of first-party purchase data, giving brands unprecedented visibility into who saw an ad, clicked on it and ultimately purchased a product. However, industry experts argue that this concentration of targeting, transaction and measurement capabilities within a single ecosystem is creating new challenges around transparency and accountability.
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MIB directs BARC to waive subscription fees for news broadcasters during TRP suspension
The Ministry of Information and Broadcasting (MIB) has reportedly instructed the Broadcast Audience Research Council (BARC) not to levy subscription charges on news broadcasters for the duration of the ongoing suspension of television ratings.
According to industry executives cited in a media report, the ministry has conveyed that news channels should not be billed for audience measurement services while they remain unable to access Television Rating Point (TRP) data. The move comes amid an extended blackout of news ratings, which has disrupted a key metric used by broadcasters, advertisers and media planners.
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Manish Tiwary signals reset at Nestlé India: “Do fewer things, but do them bigger, bolderâ€
Nestlé India is not chasing a dramatic pivot. It's choosing discipline.
“Consistent performance rarely comes from doing many things at once. It comes from a few sound choices, disciplined execution and a culture of continuous improvement,†chairman Manish Tiwary writes in his first letter to shareholders.
That approach shows up in the numbers. The company delivered “double-digit, volume-led growth with strong market share gains,†taking total sales to Rs 23,071.5 crore. Rather than leaning on price hikes, Nestlé is pushing more product through deeper reach.
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India can become an AI innovation hub, not just the world's back office: DEPT's Andrew Dimitriou
DEPT's Andrew Dimitriou discusses AI's impact on marketing, agency economics, GCCs, talent, and why judgement matters more than content.
For Dimitriou, the AI conversation is moving beyond automation. As content becomes abundant and production costs fall, competitive advantage will come from something far harder to replicate human judgement, organisational adaptability and the ability to turn AI from an efficiency tool into a growth engine.
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Why WPP is betting on signals over identity in a privacy-first world
Walk into any industry conference right now and someone will be talking about data clean rooms, identity graphs, and first-party data strategies. Walk out and ask the same people what any of it delivers and the answers get murkier.
WPP is trying to cut through that. The holding company’s acquisition of InfoSum, the data collaboration platform, is its argument that the rest of the industry has been solving for the wrong thing. Not data collection. Not even data activation. The bet is on signals and on keeping data exactly where it already lives.
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First Published on June 8, 2026, 17:06:02 IST
