
Industry Insider
David J. Moore
CEO, BritePool
The India Project is a decentralised audience marketplace where brands and publishers can share their respective customer details, find the match, target, re-target and conduct advertising campaigns. Built on the global principles enumerated by World Federation of Advertisers, The India Project provides a privacy compliant and scaled up advertising platform, where quality and brand safe inventory is made available for activation with full life cycle and continuous measurement..
The India Project will enable large scale democratisation of the digital advertising supply chain by providing a level playing field for both large- and small-scale advertisers and publishers to be able to transact on a trusted marketplace. Technology components includes decentralised clean rooms for all the participants along with the provenance ledger that maintains a record of all processing of activities. Participants will also be able to use industry standard ad serving and measurement technologies so that they can focus on their core business of serving their consumers, instead of investing in non-core advertising related technologies.
The India Project will have participants from both the demand side (advertisers) and the supply side (publishers) along with key industry players who verify, validate and measure advertisement investments. The India Project will act as an evangelist for technology platforms by helping them socialise their solutions on audience discovery, engagement and measurement.
The India Project is:
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