Shantanu David on Muck Rack

Shantanu David

Verified
(He/Him)
India
As seen in: Exchange4media, Substack, The Indian Express, CNN-News18, Financial Express, Sunday Standard, The New Indian Express, The Current, Pitch (India)
Covers:  Technology, Artificial Intelligence, Media and Advertising, Food, Travel, Lifestyle, Gaming.
I write, therefore I am

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Articles

How usernames have become India's latest battle over digital identity

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By Shantanu David Verified
| Exchange4media Verified
For most of the internet's history, usernames have done much more than replace names. They have become digital identities. Whether it is @elonmusk on X, @nike on Instagram or a gamer tag on Discord, usernames have evolved into persistent identities that allow people and businesses to be recognised across communities without relying on email addresses or phone numbers. They are searchable, memorable and, in many cases, carry reputations built over years. That is also why they matter.
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Can television ever have a single currency again?

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By Shantanu David Verified
| Exchange4media Verified
The timing could hardly be more ironic. Just as India's television industry grapples with the future of Connected TV (CTV) measurement (with CTV households expected to cross 50 million this year), it has temporarily lost the one planning currency it has relied on for decades. The suspension of BARC ratings has sparked immediate concerns over campaign planning, pricing and media buying. Beyond the immediate disruption, however, lies a bigger question extending well beyond the current blackout.
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When did CRM quietly become marketing?

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By Shantanu David Verified
| Exchange4media Verified
Retail media is booming. Loyalty platforms are attracting fresh investment. CRM software continues to expand. Brands are pouring money into customer engagement platforms, conversational commerce and WhatsApp Business. At first glance, these appear to be separate trends, each driven by its own technology cycle. Yet taken together, they point towards a broader shift in how marketers think about growth.
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