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Tata Elxsi and INVIDI Technologies Forge Partnership to Revolutionize Addressable Advertising for Pay-TV Operators.
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Tata Elxsi and DStv's Ad Media Sales Transformation
Tata Elxsi Partners with DStv to Digitally Transform Advertising Media Sales for Future Growth
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Tata Elxsi and Ateme Accelerate FAST Service Launches
This strategic alliance aims to quickly launch FAST services by integrating Ateme's video solutions with Tata Elxsi's engineering and integration expertise.
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Advanced Advertising: The Convergence of OTT & Linear TV Trends
A Panel Discussion between Tata Elxsi and INVIDI Technologies.
Read ArticleNext-Generation AdTech Offerings Driving Precision, Performance, and Monetization
In today’s rapidly evolving digital landscape, Advertising Technology (AdTech) plays a pivotal role in optimizing ad delivery, performance, and precise customer targeting. At Tata Elxsi, we empower businesses to elevate their ad revenue through innovative, data-driven solutions. Our comprehensive AdTech services streamline ad management, boost revenue, and minimize operational challenges by leveraging cutting-edge automation and integration strategies.
Tata Elxsi has been at the forefront of digital AdTech, Ad Ops, and Data Tech transformation services, supporting leading media companies, Pay TV operators, Advertisers and Agencies worldwide. We help them build innovative services and applications that boost subscriber engagement and drive revenue growth. Discover how we are revolutionizing the future of ad delivery with our modular, scalable platform designed for efficiency and growth.
Digital Transformation of Ad Media Sales
Business Opportunities
The global spend on digital advertising is projected to reach $870.85 billion by 2027. As brands invest significantly, AdTech enables buyers to optimize budgets and sellers to maximize revenue streams. The goal is to secure better ad placements, deliver the right content to the right audience, and minimize wasteful spending. With the exponential rise in device-generated data, data-driven advertising technologies are becoming essential tools for companies aiming to achieve better ROI. This surge in demand presents a significant growth opportunity for AdTech providers that can offer scalable, cost-effective, and intelligent advertising solutions.


How Tata Elxsi Can Help
Master System Integrator for AdTech Stack
- Drive monetization through consulting, roadmap definition, end-to-end execution enabling seamless, cross-platform ad delivery
- Empower advertisers with a Self-Serve Ads Platform for simplified, on-demand campaign creation and management
- Deliver future-ready, integrated solutions tailored to evolving customer needs
Digitization of Ad Delivery Workflows
- Streamline ad delivery processes to make buying, selling, and execution more efficient and user-friendly across both linear and digital broadcasting
- Simplify workflows to reduce operational delays, enabling faster and more accurate ad delivery across platforms
- Capture and analyze key data points throughout the ad delivery cycle to generate strategic insights for leadership, operations, and planning teams
Ad Operations and AdTech Stack Monitoring
- Unified campaign execution and ad trafficking aligned with advertiser KPIs
- Proactive monitoring and management of ad inventories to maximize fill rates and revenue
- Strong track record of transforming traditional ad operations into scalable, data-driven ecosystems for leading media organizations
Solution Framework

Tata Elxsi empowers publishers, advertisers, and ad technology companies to maximize profitability through enhanced performance across ad platforms, operations, and processes—spanning both linear and digital advertising. Our comprehensive service framework spans Consulting, Design & Integration, Custom Solutions, and Operations, supporting the entire advertising lifecycle—from campaign strategy to monetization.
Tata Elxsi also provides a robust Self-Serve Ad Portal that enables publishers, advertisers, and agencies to scale faster and streamline ad sales, trafficking, and operations workflows—all within a unified interface. The platform is designed to simplify campaign management, reduce manual effort, improve visibility, and accelerate time-to-market.
Self-Serve Ad Platform Features
Campaign Setup & Planning
Empower advertisers to independently create campaign briefs, review and approve media plans, and define objectives— all from a single intuitive interface. This feature simplifies campaign initiation by combining briefing, booking approvals, and strategic planning in one seamless workflow.
Execution & Optimization
Enables users to directly schedule and traffic campaigns with full control over targeting, flighting, and formats. Real-time monitoring and performance insights allow advertisers to optimize live campaigns on the go, ensuring better delivery and outcomes.
Analytics & Reconciliation
Offers automated post-campaign performance analysis with detailed metrics, and generates monthly invoicing and reconciliation reports—providing complete visibility into campaign efficiency and spend, all in one place.
Why Tata Elxsi?
- Proven track record of deploying large AdTech platform including Self-serve Portal, Addressable, Contextual and Shoppable Ads
- Strong ecosystem partnership offering end-to-end AdTech services for global media companies
- Workflow automation with proven orchestration solution
- Delivering unified solution for Linear and Digital ecosystem
- A dedicated team of AdTech experts and engineers driving the development of cutting-edge AdTech solutions
- GenAI based solutions for Contextual Ads
Information Hub
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What are the current trends shaping the AdTech industry?
Viewers increasingly favor OTT platforms, fueling rising demand for immersive ad experiences and personalized content. Advertisers are embracing AI-driven ad positioning, advanced data analytics, and programmatic solutions to optimize campaigns in real time. Additionally, augmented reality ads and IoT integrations enable hyper-targeted user engagement. Brand safety, fraud prevention, and transparency remain critical concerns, driving more sophisticated verification processes. Automation and orchestration tools help streamline workflows, while robust data management platforms and identity solutions enhance audience segmentation. Overall, rapid technological innovation and shifting consumer preferences drive ongoing evolution in AdTech.
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How can programmatic advertising benefit both advertisers and publishers?
Programmatic advertising automates the buying and selling of ad inventory, allowing real-time bidding and precise targeting. This benefits advertisers by minimizing waste, as ads are served to the right audience segments at the right time. Publishers gain higher fill rates and better control over pricing. Advanced analytics and AI-driven optimizations further enhance campaign performance. Additionally, programmatic platforms streamline workflows, reduce manual intervention, and offer transparent reporting. Overall, it fosters a more efficient, data-driven ecosystem that maximizes revenue for publishers and return on investment for advertisers.
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What challenges are associated with fraud and transparency in AdTech?
Ad fraud drains budgets and skews performance data, making it difficult for advertisers to measure true effectiveness. Non-human traffic, spoofed domains, and hidden ad stacking are among the most common tactics. Lack of transparency complicates the supply chain, creating limited visibility into inventory quality and third-party intermediaries. Industry initiatives like ads.txt, app-ads.txt, and advanced verification tools help combat these issues. However, consistent monitoring, machine learning-based detection, and close collaboration between publishers, advertisers, and technology providers are vital to maintaining trustworthy, fraud-free AdTech ecosystems.
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How do AR and AI-driven positioning improve advertisement impact?
Augmented reality (AR) ads create interactive, immersive experiences that engage users more deeply than static or video ads. By overlaying digital content onto real-world settings, AR fosters higher recall and brand affinity. Meanwhile, AI-driven positioning uses audience data, context, and behavioral insights to strategically place ads, reducing irrelevant impressions and boosting click-through rates. This combination leads to better user engagement, increased conversion potential, and stronger overall campaign performance.
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How can businesses prepare for emerging technologies in the AdTech landscape?
To stay ahead, businesses must invest in scalable, future-ready platforms that support new formats and channels, such as connected TV, AR, and IoT devices. Building robust data strategies ensures accurate audience insights and personalization, while adopting machine learning for predictive analytics refines campaigns. Collaboration with technology partners fosters seamless integration and streamlined workflows, enabling faster adoption of innovations. Finally, continuous skill development and agile methodologies empower teams to pivot quickly as the AdTech environment evolves, securing competitive advantage and sustained growth.