Sakshi Malik on Muck Rack

Sakshi Malik

As seen in: Agency Reporter, Nature, The Times of India, NDTV, Taylor & Francis Online, Rediff.com, Sportstar, The Hindu, IUP Journal of Applied Economics, The New Indian Express, Scroll.in and
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Articles

The Carbon Cost of AI in Advertising — and How the Industry Is Responding

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By Sakshi Malik
| Agency Reporter
Every time a programmatic auction fires — and it fires billions of times a day — a sliver of compute power somewhere in a data centre burns energy to process it. Multiply that sliver across the full stack of modern advertising: the real-time bidding infrastructure, the AI-driven creative optimisation tools, the large language models generating copy variations, the audience prediction engines, the fraud detection layers running in parallel. What you get is not a sliver anymore.
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How Header Bidding Is Evolving for Indian Publishers in 2026

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By Sakshi Malik
| Agency Reporter
Header bidding has come a long way since its emergence as a disruptive alternative to traditional waterfall monetization. What began as a method to increase competition among demand partners has evolved into a sophisticated programmatic infrastructure that helps publishers maximize yield, improve transparency, and gain greater control over their advertising inventory.
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The Shift from GRP to Attention Metrics in Connected TV Advertising

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By Sakshi Malik
| Agency Reporter
For decades, Gross Rating Points (GRPs) have served as the cornerstone of television advertising measurement. Advertisers have relied on GRPs to estimate campaign reach and frequency, helping determine how many people had the opportunity to view a commercial. In the age of linear television, this approach offered a practical and widely accepted framework for evaluating media performance.
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