Fragmentation is changing the face of media, says Aidem Ventures CEO

There will be a lot of consolidation in the media space because it is getting very difficult for large companies to keep margins intact, Hejmadi tells Sangeeta Tanwar

How has the platform buying and selling function evolved over the years? Since Aidem is managing inventory for broadcasters, what’s your equation with big media agencies?

We have very strong relations with media companies. They will remain the custodians of planning and buying decisions. We will also look at multi-touch engagement points for the media agency to transact with us. Gone are the days when you would try and reach a consumer only through a single medium. Today, all the mediums are under pressure to prove their value in terms of return on advertising spending.
 

Media agencies will continue to play