PerformanceMarketing – Aditya Jangid on AI, Trust and Digital Growth
PerformanceMarketing – In today’s data-led economy, marketing strategies are increasingly judged by measurable outcomes rather than broad impressions. As automation and analytics become central to campaign planning, performance-driven models such as CPS and CPL are gaining sharper focus. Aditya Jangid, Chairman and Managing Director of AdCounty Media, believes this shift marks a decisive phase for brands navigating India’s fast-evolving digital landscape.
Technology Redefining CPS and CPL Models
Artificial intelligence and automation are steadily refining the mechanics of performance marketing. According to Jangid, the next few years will see smarter bidding systems, more accurate audience segmentation, and continuous cross-channel optimization powered by machine learning.
He explains that algorithms are improving how campaigns identify high-intent consumers, helping brands lower customer acquisition costs while improving conversions. Enhanced attribution tools are also expected to offer clearer visibility into how users interact across multiple touchpoints. For companies focused on return-driven strategies, such tools provide a more transparent view of performance and spending efficiency.
Balancing Measurable Results With Brand Equity
While CPS and CPL models emphasize outcomes, Jangid stresses that long-term brand development cannot be ignored. Performance campaigns, he notes, work best when aligned with broader brand-building efforts.
Upper-funnel initiatives such as storytelling and awareness campaigns create familiarity, which later strengthens conversion-focused efforts. Insights gathered from performance data can then refine messaging and creative direction. By adopting a full-funnel approach, brands can ensure that short-term returns and long-term loyalty move forward together rather than in isolation.
Addressing Ad Fraud and Transparency Concerns
As digital advertising budgets grow, concerns about ad fraud and opaque reporting continue to challenge the industry. Jangid points out that trust remains fundamental to any performance-based engagement.
He suggests that companies must adopt real-time monitoring systems, partner verification processes, and third-party audits to maintain accountability. Clear attribution frameworks and transparent reporting practices are essential in building long-term relationships with advertisers. Firms that prioritize governance and ethical standards, he says, will be better positioned to sustain credibility in a competitive market.
Preparing for a Cookie-Less Future
With third-party cookies gradually being phased out, first-party data strategies are becoming more critical. Jangid believes that brands with strong consumer relationships and reliable consent-based data will maintain a competitive edge.
Contextual targeting and predictive modeling are expected to gain prominence as privacy regulations evolve. By focusing on compliant data practices and infrastructure that respects user privacy, companies can maintain performance standards while adapting to regulatory changes.
Regional Audiences Driving Digital Expansion
India’s digital growth story is no longer limited to metropolitan centers. Increasing internet access in smaller cities and towns is reshaping campaign strategies. Jangid notes that regional language content and culturally relevant messaging are proving more effective among diverse audiences.
Localized campaigns, built through partnerships with regional publishers and creators, are helping brands connect more authentically. As digital adoption spreads across non-metro markets, tailored communication is emerging as a key driver of engagement and conversions.
Predictive Analytics and Smarter Budget Allocation
Predictive analytics is enabling marketers to anticipate consumer behavior rather than simply react to it. By analyzing historical patterns alongside real-time signals, AI tools can identify users most likely to convert.
This approach allows advertisers to allocate budgets more efficiently and minimize waste. Automated recommendations can also refine creative formats and channel strategies quickly. Jangid says that integrating data science into everyday campaign planning has helped deliver consistent improvements in conversion rates without inflating costs.
Cross-Industry Experience Shaping Growth Strategy
Drawing from over two decades across finance, sales, and digital media, Jangid describes his leadership approach as a blend of financial discipline, customer focus, and technological agility. He emphasizes sustainable growth over short-term gains, arguing that profitability and accountability must guide expansion strategies.
By combining operational discipline with innovation, performance marketing firms can scale responsibly while maintaining stakeholder confidence.
IPO as a Catalyst for Expansion and Governance
AdCounty Media’s public listing marks a significant milestone in its corporate journey. Jangid says the IPO strengthens both capital access and market credibility, enabling further investment in AI-powered tools and advanced analytics.
Going public also brings stricter compliance and reporting requirements, reinforcing transparency and governance standards. In a business model where measurable outcomes define success, such oversight can enhance investor confidence and client trust alike.
Looking ahead, Jangid maintains that the future of performance marketing in India will be shaped by technology, accountability, and ethical data practices. Companies that combine innovation with responsible governance, he believes, will lead the next phase of digital advertising growth.