Goodbye Cookies, Hello Privacy? The Ad Shift Explained

Retail Media vs Big Tech: Who Really Wins in 2025?

What happens when a Zomato hustler-turned-retail media leader decides to take on Asia Pacific’s ad tech game? On this episode of Trillion Dollar Ads, I sit down with Prashant Kala, who started his career in the early days of Zomato and now runs the ads business for Agoda across Asia Pacific. From building teams at ShopBack to shaping how travel brands, marketplaces and even non-endemic players think about retail media, Prashant has seen it all. We talk about his journey, the shifts in ad tech since 2011, and why Southeast Asia is now hitting its retail media hockey stick moment. If you’re curious about retail media growth, AI-driven ads, and the future of ad tech in Asia, this one’s for you. IN THIS EPISODE (00:00) Zomato to Agoda: Retail media’s wild journey (03:06) Is Southeast Asia the next retail media boom? (04:59) Why e-commerce ads don’t always kill user experience (07:05) The hockey-stick moment for retail media growth (10:08) Three moves shaping ad tech’s future right now (12:22) Offsite advertising: The hottest play in digital marketing (14:32 DSP dilemma: Build in-house or partner smart? (16:12) Four secrets to scaling ad businesses successfully (20:52) Can single-country retail media reach massive scale? (22:37) Retail media vs Google, Meta, TikTok: Who wins? (24:39) Clean rooms: Why conversions aren’t adding up (27:32) Attribution trap: Why CMOs still struggle with measurement (29:22) Non-endemic brands cracking travel advertising campaigns (34:06) What keeps retail media leaders awake at night (36:12) AI precision ads: The future of digital marketing (37:48) Why the next two years decide retail media Host Jayesh Easwaramony APAC Digital Advertising & Martech Specialist | Founder, Spectra Global Jayesh is a leading expert in APAC’s digital advertising and martech landscape and founder of Spectra Global, a consulting firm that helps media, telcos, and retailers accelerate adtech transformation and monetize data through cost-efficient platforms, growth marketing automation, and personalised CX strategies. Previously, he scaled InMobi across APAC, positioning it as a bold alternative to Big Tech by securing deals with top advertisers, agencies, and publishers, while executing over $400M in ad campaigns. He also led the award-winning Capstone team, which won over 60 awards for pioneering advancements in AR, chatbot, and location-based ads, blending data and creativity. Guest Prashant Kala Commercial leader with 15+ years of experience scaling e-commerce, retail media and digital platforms across APAC. Currently leading Agoda’s media solutions, driving growth through innovative advertising strategies globally. Passionate about the intersection of technology, travel, advertising and building high-performing teams that thrive in multicultural environments. —- Trillion Dollar Ads podcast Welcome to the Trillion Dollar Ads podcast, where we explore the key trends and challenges in the advertising industry, especially in Asia Pacific. We discuss the unique characteristics and challenges of this diverse region with successful ad-funded business model leaders, including publishers, agency professionals, and ad tech players. Additionally, we examine the high percentage of ad dollars going to big tech in Asia Pacific and strategies for local publishers to compete. Tune in now!

Why the ad targeting model might collapse

What happens when a media veteran trades ad land for the world of data privacy? In this episode, I sat down with Gman, former APAC head at Mindshare and now founder of Saptharushi, a privacy-tech startup tackling the messy world of data consent. After 30 years of shaping advertising strategies for big brands, he saw the writing on the wall—privacy was the next big frontier. Gman takes us through his journey from media planning in Chennai to building solutions for one of advertising’s biggest headaches: third-party cookies. He shares what privacy-enhancing tech really means, why Google’s Privacy Sandbox stumbled, and why it’s time for the open web to step up. It’s a crash course in data, trust, and why the ad world may never look the same again. IN THIS EPISODE (00:00) A veteran ad man jumps into privacy—why? (01:30) The one rule every brand is breaking (03:30) What Google, Apple, and regulators are really fighting over (05:00) Are your clicks being tracked without consent? (07:30) Why Google’s power is everyone’s problem (09:30) The hidden reason Privacy Sandbox was doomed (12:30) Could a browser-neutral world save online ads? (15:30) The ad targeting model might collapse—here’s why (18:00) Say goodbye to bad data. Say hello to… what? (20:30) Gen Z and Boomers want totally different things (23:00) Why publishers are stuck—and what they can’t decide (25:00) What Australia did that no one else dares (26:30) The future of clean rooms, consent, and collaboration Host Jayesh Easwaramony APAC Digital Advertising & Martech Specialist | Founder, Spectra Global Jayesh is a leading expert in APAC’s digital advertising and martech landscape and founder of Spectra Global, a consulting firm that helps media, telcos, and retailers accelerate adtech transformation and monetize data through cost-efficient platforms, growth marketing automation, and personalised CX strategies.  Previously, he scaled InMobi across APAC, positioning it as a bold alternative to Big Tech by securing deals with top advertisers, agencies, and publishers, while executing over $400M in ad campaigns. He also led the award-winning Capstone team, which won over 60 awards for pioneering advancements in AR, chatbot, and location-based ads, blending data and creativity. Guest Gowthaman Ragothaman Gowthaman Ragothaman, known in the advertising fraternity as G’man, is the Founding CEO of Saptharushi. Saptharushi aims to encourage the responsible use of consumer data through distributed ledger-based technologies to help enterprises engage with their consumers, effectively and efficiently.  Previously G’man held senior roles in the advertising industry as Global Client Lead at WPP and as the CEO of Mindshare, growing it into a leading media agency in India. —- Trillion Dollar Ads podcast Welcome to the Trillion Dollar Ads podcast, where we explore the key trends and challenges in the advertising industry, especially in Asia Pacific. We discuss the unique characteristics and challenges of this diverse region with successful ad-funded business model leaders, including publishers, agency professionals, and ad tech players. Additionally, we examine the high percentage of ad dollars going to big tech in Asia Pacific and strategies for local publishers to compete. Tune in now!

Goodbye Cookies, Hello Privacy? The Ad Shift Explained

How did a random internship at eBay lead to a thriving career in advertising? Dive into this episode of the Trillion Dollar Ads Podcast where Timmy Bankole reveals his unexpected journey from an eager intern at eBay to a key player in the ad tech scene. Hear firsthand how Timmy fell in love with the challenges and innovations of advertising and how he's shaping its future. Join us for a candid discussion on the seismic shifts in digital advertising and the personal stories behind the success! IN THIS EPISODE (00:00) Discover the Internship that Sparked a Career! (01:30) What Happens When Third-Party Cookies Crumble? (02:30) Early Changes in Advertising: A Personal Take (04:00) Navigating Shifts: From Ad Sales to App Tech (06:00) Is First-Party Data the Advertising Holy Grail? (09:00) Strategies for Engaging Modern Audiences (12:00) The Real Impact of Data Clean Rooms Revealed! (15:00) How Small Publishers Can Innovate with Limited Resources (18:00) The Balance Between Revenue and User Privacy (21:00) Exploring Alternatives to Google's Dominance (24:00) The Future of Publisher-Advertiser Relationships (27:00) What Lies Ahead for Digital Advertising? Host: Jayesh Easwaramony APAC Digital Advertising & Martech Specialist | Founder, Spectra Global Jayesh is a leading expert in APAC’s digital advertising and martech landscape and founder of Spectra Global, a consulting firm that helps media, telcos, and retailers accelerate adtech transformation and monetize data through cost-efficient platforms, growth marketing automation, and personalised CX strategies. Previously, he scaled InMobi across APAC, positioning it as a bold alternative to Big Tech by securing deals with top advertisers, agencies, and publishers, while executing over $400M in ad campaigns. He also led the award-winning Capstone team, which won over 60 awards for pioneering advancements in AR, chatbot, and location-based ads, blending data and creativity. Guest: Timmy Bankole Associate director, digital operations South China Morning Post Leading SCMP’s digital operations team, Timmy Bankole was formerly head of supply & operations at the advertising technology company, Blis Asia. He has years of experience from working in the media industry, with a specialised knowledge of programmatic and brand development, in areas including optimisation, developing teams and business development https://www.linkedin.com/in/timmy-bankole-7a681152/ [https://www.linkedin.com/in/timmy-bankole-7a681152/?originalSubdomain=hk] —- Trillion Dollar Ads podcast Welcome to the Trillion Dollar Ads podcast, where we explore the key trends and challenges in the advertising industry, especially in Asia Pacific. We discuss the unique characteristics and challenges of this diverse region with successful ad-funded business model leaders, including publishers, agency professionals, and ad tech players. Additionally, we examine the high percentage of ad dollars going to big tech in Asia Pacific and strategies for local publishers to compete. Tune in now!

Extending Retail Media to 360 degree marketing : Zalora in Asia

How did a marketing leader turn fashion into a retail media powerhouse?  Join me as I chat with Alin Dobrea, who shares his journey from starting in London’s ad agencies to leading Zalora’s marketing services in Southeast Asia. Alin talks about building a business from scratch, navigating the fast-growing world of retail media, and offering brands a full 360° marketing solution. If you're curious about what it takes to succeed in this dynamic space, this conversation is one you won't want to miss! IN THIS EPISODE (00:00) How did Alin Dobrea’s journey in retail media begin? (01:30) The secret behind Asia Pacific’s growing retail media trend (03:00) What makes Southeast Asian customers so unique? (04:00) How does Zalora’s 360° approach set them apart from competitors? (06:00) The power of blending influencer marketing with retail media (09:00) Surprising partnerships: What do energy drinks and fashion have in common? (12:30) The tough choices behind balancing customer experience with advertising (16:00) A game-changing moment that convinced brands to embrace retail media (20:00) Why 360° marketing is the future of retail media (26:30) The next big thing in retail media: Will offline and online collide? Host: Jayesh Easwaramony APAC Digital Advertising & Martech Specialist | Founder, Spectra Global Jayesh is a leading expert in APAC’s digital advertising and martech landscape and founder of Spectra Global, a consulting firm that helps media, telcos, and retailers accelerate adtech transformation and monetize data through cost-efficient platforms, growth marketing automation, and personalised CX strategies. Previously, he scaled InMobi across APAC, positioning it as a bold alternative to Big Tech by securing deals with top advertisers, agencies, and publishers, while executing over $400M in ad campaigns. He also led the award-winning Capstone team, which won over 60 awards for pioneering advancements in AR, chatbot, and location-based ads, blending data and creativity. Guest: Alin Dobrea Alin Dobrea is a marketing and digital director with over thirteen years of experience in building and scaling brands. He is currently the Group Marketing and Platform Services Director at ZALORA, one of the largest fashion, sports, and beauty e-commerce platforms in Asia. In this role, Alin is responsible for leading and growing ZALORA's in-house marketing agency and retail media network, ZALORA Advertising Platform (ZAP). ZAP is a self-service ad tech platform that allows brands to reach millions of consumers based in Asia. This is made possible by enabling brands to benefit from ZALORA's extensive media buying, data science and tech capabilities. Under Alin’s leadership, ZAP has built a specialist team of growth, product, and operations marketers to drive revenue for the business and work with hundreds of brands on the platform on user acquisition, retention, and loyalty for both B2C and B2B segments. https://www.linkedin.com/in/alindobrea/ [https://www.linkedin.com/in/alindobrea/?originalSubdomain=sg] —- Trillion Dollar Ads podcast Welcome to the Trillion Dollar Ads podcast, where we explore the key trends and challenges in the advertising industry, especially in Asia Pacific. We discuss the unique characteristics and challenges of this diverse region with successful ad-funded business model leaders, including publishers, agency professionals, and ad tech players. Additionally, we examine the high percentage of ad dollars going to big tech in Asia Pacific and strategies for local publishers to compete. Tune in now!

The challenges and opportunities in ad tech measurement

What does it take to build a successful business in Asia? In this episode, Jayesh sits down with Jordan Khoo, a pioneer in the ad tech space, who shares his 20-year journey of building companies across Southeast Asia. From leading iBlaster’s evolution to MediaMind and its eventual acquisition by Amazon, to founding DoubleVerify’s APAC operations, Jordan has navigated both the highs and challenges of the dynamic ad industry. Tune in to hear about his experiences, the hurdles of scaling businesses in diverse Asian markets, and his insights on the future of advertising and media in the region. IN THIS EPISODE (00:00) How does a 20-year ad tech journey begin? (01:30) From rich media tech to Amazon—what’s the secret? (04:00) APAC's advertising market: Smaller or just misunderstood? (06:00) The key to conquering diverse markets in Asia. (09:30) Fraud in advertising: Is AI the double-edged sword? (12:30) Why does brand safety still matter so much? (15:00) The future of connected TV: A game changer or a long way off? (19:00) Data clean rooms: What’s holding back collaboration in Asia? (22:00) M&A in Asia: What are investors really looking for? (27:00) E-commerce affiliate marketing: Still relevant or on the decline? Host Jayesh Easwaramony APAC Digital Advertising & Martech Specialist | Founder, Spectra Global Jayesh is a leading expert in APAC’s digital advertising and martech landscape and founder of Spectra Global, a consulting firm that helps media, telcos, and retailers accelerate adtech transformation and monetize data through cost-efficient platforms, growth marketing automation, and personalized CX strategies. Previously, he scaled InMobi across APAC, positioning it as a bold alternative to Big Tech by securing deals with top advertisers, agencies, and publishers, while executing over $400M in ad campaigns. He also led the award-winning Capstone team, which won over 60 awards for pioneering advancements in AR, chatbot, and location-based ads, blending data and creativity. Guest Jordan Khoo Managing Director, APAC Jordan is responsible for spearheading DoubleVerify's expansion into the high-growth Asia Pacific (APAC) region. Prior to DV, he served as VP, APAC for Sizmek (now part of Amazon). At Sizmek, he was instrumental in helping the company become the dominant independent ad-server in APAC – supporting key clients and agencies across 13 offices in the region. Jordan brings over 15 years of sales leadership experience and expertise in navigating the complex Asian market landscape. He holds a B.E. (Honors) from University of Science, Malaysia (USM). —- Trillion Dollar Ads podcast Welcome to the Trillion Dollar Ads podcast, where we explore the key trends and challenges in the advertising industry, especially in Asia Pacific. We discuss the unique characteristics and challenges of this diverse region with successful ad-funded business model leaders, including publishers, agency professionals, and ad tech players. Additionally, we examine the high percentage of ad dollars going to big tech in Asia Pacific and strategies for local publishers to compete. Tune in now!