Duplicated reach: The media waste hiding in plain sight
18.09.2026
By Sandhi Sarun
e4m
Ad fraud is no longer the only worry. As festive CPMs rise and audiences fragment across screens, marketers are looking at another source of wasted spend: repeated exposure
CII seeks responsible AI framework for India’s media and entertainment industry White paper calls for content labelling, consent for voice and likeness, copyright licensing and reskilling
