THE ADVANTAGE INSIGHTS READING ROOM
Question the familiar.
Explore what follows.
Perspectives on advertising, data, privacy and AI. Start with a question that matters to your business.
AI & Measurement
Explore collection ↗23 perspectivesData & Privacy
Explore collection ↗7 perspectivesAgentic Commerce
Explore collection ↗22 perspectivesAdvertising Strategy
Explore collection ↗63 perspectives
Agentic CommerceYour Customers Have Never Been More Honest. Just Not With You.
Custodial Intent and the quiet end of the first-party data comfort blanket
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AI & MeasurementAttention Has Split in Two: Can Brands Guarantee It to Humans AND Machines?
Anil examines two distinct questions for CMOs: whether advertising registers with people, and whether a brand is accessible to AI systems that may influence decisions. He proposes a practical Attention Assurance model while questioning what either form of measurement can prove.
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Agentic CommerceYour Brand Is Becoming Invisible. And Your $4 Billion Ad Budget Won't Save You
As AI agents mediate discovery and purchasing, brands may lose the familiar moments of search, browsing and checkout. This perspective asks how a brand can remain discoverable, comparable and actionable in agent-led commerce.
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AI & MeasurementCOGNITIVE SIGNAL ENGINE™
Anil argues that advertising measurement has concentrated on what happens after exposure while neglecting the conditions needed for a message to register. He introduces his Cognitive Signal Engine and CPCi as a proposed way to interrogate that gap.
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Data & PrivacyYou Wouldn't Eat Unlabelled Food. Why Are You Buying Unlabelled Data?
Advertising data is often bought without a clear account of where it came from, what people permitted or how fit it is for a particular use. Anil proposes data labels that make provenance, consent and quality visible before a buyer makes a decision.
Read perspectiveIndia Read the Report. Nobody Read Between the Lines.
Anil reads an industry forecast as a warning about agency relevance in India. His argument: agencies that still depend on buying leverage and production margin need to show where their intelligence and capability create value.
Read perspectiveThe Personalisation Paradox: Why the More You Target, the Less You Understand the Human You're Targeting
More targeting signals can create confidence without creating understanding. Anil questions whether audience models and personalisation systems reflect the people they describe or simply make an incomplete view look precise.
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AI & MeasurementBeyond the Gaze: The Rise of Cognitive Measurement in the AI Era
Attention measurement can establish whether an ad was seen, yet the business question extends to what registered and influenced a decision. Anil examines the case for cognitive measurement and its limits.
Read perspectiveThe Silent War No One's Talking About
AI-assisted shopping could change how shoppers encounter retail media placements. Anil examines the implications for retailer inventory, brand visibility and measurement when the buying journey passes through an agent.
Read perspectiveThe Great Rebalancing: Six Structural Rewrites That Will Define Advertising in 2026
Anil identifies six structural changes he believes could reshape advertising in 2026. The central question is where agencies, platforms and brands create defensible value as familiar forms of arbitrage come under pressure.
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Data & PrivacyThe Data-First Revolution: Building AI Castles on Quicksand?
Many marketing AI proposals move faster than the data and permissions they depend on. Anil asks leaders to test the reliability, ownership and purpose of their data before scaling AI use cases.
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Agentic CommerceProgrammatic 2035: Beyond Automation, Toward Conscious Commerce
Anil looks beyond automated buying to ask how agentic systems could change programmatic advertising by 2035. The piece explores future scenarios rather than presenting those outcomes as settled forecasts.
Read perspectiveFull articles from Anil Pandit’s archive, with original dates and available illustrations. Get new perspectives by email ↗