In the dynamic realm of modern marketing, the integration of Artificial Intelligence (AI) has emerged as a crucial asset for businesses seeking to secure a competitive edge. This series of blogs delves into the dynamic intersection of AI and marketing strategies, uncovering how intelligent algorithms and machine learning are reshaping the landscape. From crafting personalized customer experiences to facilitating data-driven decision-making, join us as we explore the transformative power of AI in marketing. These articles provide insights and practical applications, catering to both seasoned marketers and those embarking on their digital journey. By demystifying the role of AI, we aim to shed light on its profound impact on the future of marketing.

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Technology has created an ocean of opportunities in the advertising and marketing world as every day, by every minute, there is a new idea, a new innovation happening. Be it the world of artificial intelligence, virtual reality or automation, every day there is something new to be worked with. These tools are even more integral for small-sized businesses and startups who can use them to get the recognition and reach the masses before their competition. But are they using it to their full capacity? We asked a few experts.
Shashank Rathore, Vice President, E-commerce, Interactive Avenues, believes there is a slow growth in terms of adopting technology by India’s small and medium-sized enterprises (SME’s) and they are still stuck on traditional methods of advertising. “While many are adopting an extremely dynamic, aggressive, and bold approach towards digital, a significant percentage of SMEs in India continue to rely on traditional marketing methods due to lack of awareness. The success of new-age, digital-first brands like Mamaearth, Plum Goodness, and Wow Skin Science, is encouraging more small businesses to proactively embrace digital marketing tools.”
McKinsey, in one of it reports titled Digital India: technology to transform a connected nation, said “Our survey found 70 per cent of small businesses use their own websites to reach clients, compared with 82 per cent of big companies. Small businesses are less likely than big companies to buy display ads on the web (37 per cent versus 66 per cent), but they are ahead of big companies in connecting with customers via social media, and more likely to use search-engine optimization.” So there is a disparity, but there are also certain spaces where smaller businesses are focusing more on.
“There is a heavy dependency on social media and platforms like WhatsApp to push out offers and promotions but there is little effort put into content,” Rajat Ojha, CEO, Gamitronics and Partynite Metaverse says, as he explains that certain companies need to scale up their digital marketing skills to keep the revenue coming. “Also, among B2B companies, digital marketing is very under-explored. They are more traditional and archaic in their approach to marketing. This will have to change if they need to scale up and reach a larger audience base because every company and brand needs to build their image and marketing is not always about revenue. If the right noise is made, then the revenue will eventually flow in.”
Startups in India have seen a massive growth over the last few years as an increase in funding gave tremendous boost to entrepreneurs to grow their trade. Small-sized businesses, on the other hand, had two tough pandemic years but awareness and government boost seem to have molded them up towards a better recovery. However, use of technology to advance their marketing skills is the need of the hour for these businesses. Recognition, leadership and business can only come from better use of technology that is available in vast numbers.
Use of technology: Quantity or quality?
Rajat Ojha believes it is the use of the technology that matters more than what you are using. “I feel in this case it is not so much about using the technology, it is really about how they are using it? Social Media usage for brands, companies will have to be more meaningful and not just mindless posting with little engagement. There has to be more stories to tell and tell them creatively. Just to give you an example, Netfilx’s Instagram page is a delight. They are promoting their content but every post has a theme, message, meme, joke or some takeaway. SME and smaller brands can draw from these pages. Another aspect of digital marketing is to test multiple platforms and channels and look for innovative means. Are banners working? Will a WhatsApp burst work? AI and programmatic advertising will give the numbers but the creative aspect has to be cultivated. Marketing is as much an art as it is a science, one has to learn on the job.”
Hareesh Tibrewala talks about how size is not the issue for companies but how they using their digital services. “I see a huge disparity in the usage of digital marketing in the MSME sector. I have seen small 20-member companies do a fabulous job. And I have seen larger 100-crore business having no clue about the potential of digital. So, it does not really seem to be “size” issue…I think it is the vision of the management that determines the digital maturity of the organization.”
Vyom Shah, Founder at Foodism, says that affordability is not the problem here as everything is available on the internet now. “The internet is available to them, and they don’t have to worry about whether or not they can afford it. With the advancement in technology and the introduction of AI-powered tools, SMEs and startups can benefit a lot. SMEs and startups generally have a limited marketing budget. By investing in affordable AI tools, SMEs can streamline their marketing efforts, reach new customers, and better understand the impact of their marketing activities.”
Speaking on ChatGPT, Neeraj Bassi, Chief Growth Officer, Cheil India, says what you do with the tool is more important than the tool you are using itself. “There are new tools and new solutions coming up constantly. For example, today Twitter is full of links on how to use ChatGPT for marketing, a tool that is barely three months old! I am sure, soon leveraging ChatGPT would be part of curriculum for an upcoming online course. So, there is no end to tools. My advice to a lot of start-ups is to focus on analysis of inputs received from the tool and create a plan for action in the market. Your fortune would change basis what you DO in the market and not the tool that you used to arrive at the action plan.”
Technology to be incorporated into marketing by SMEs
Birma Ram, Founder, BabyG, lists down certain tools that SMEs should make use of to build their business and drive growth for the company. “There are many marketing technology tools to help SMEs to market themselves better. Here are a few examples: Social media management tools such as Hootsuite, Buffer, and Sprout Social can help SMEs manage their social media presence more effectively by scheduling posts, monitoring engagement, and analyzing data. Email marketing software such as Mailchimp, Constant Contact, and Campaign Monitor can help SMEs to create and send targeted email campaigns. Content marketing tools like HubSpot, CoSchedule, and ClearVoice can help SMEs to plan, create, and distribute high-quality content. Search engine optimization (SEO) tools like SEMrush, Ahrefs, and Moz can help SMEs to optimize their website for search engines. Customer relationship management (CRM) systems such as Salesforce, Zoho, and HubSpot can help SMEs to manage their customer relationships more effectively. Marketing automation platforms like Marketo, Pardot, and Act-On can help SMEs to automate their marketing workflows, track customer behavior, and deliver personalized experiences.”
Shashank Rathore, Vice President, E-commerce, Interactive Avenues adds on to the above list. “I personally follow a Think, Plan & Act philosophy, where technology can improve the quality of output and help save both time and cost at every step. There are many marketing technology tools that can help SMEs market themselves better. Some popular ones include: Landing Page and Form Builders: Tools like Unbounce, Leadpages, and Gravity Forms can help SMEs create effective landing pages and forms that drive conversion and E-commerce: Platforms like Shopify, Magento, and WooCommerce can help SMEs effectively sell their products and services online.”
Rajat Ojha gives a clear picture of what SMEs fear and what should they do instead. “The SME sector is fearful of cost but there are multiple ways of exploring and news use cases are coming up every day which can be very cost effective. They have to understand the larger implication, treat it as an investment and not an expense and develop an appetite for it.”

 
 
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In 2024, one can expect independent agencies to sharpen their edges with smoother efficiency, bolder innovations and engaging brand messaging
In the vast ocean that is digital advertising, if the big agencies are whales, affecting the entire ecosystem in their lumbering way, independent agencies are more like dolphins, nowhere as large but far more nimble and quick to react to sea change. And both the species are acing the survival-of-the-fittest in their own particular fashion.
2024 is going to be a pivotal year, as new technologies lead to paradigm shifts across businesses and industries, and over two billion people in close to 75 countries vote in elections that will determine the globe’s geopolitical future, and the internet cookie finally crumbles, and it’s a leap year to boot. Everyone has plans, including independent agencies.
Shrenik Gandhi, Co-founder and Chief Executive Officer, White Rivers Media, says that in 2024 you can expect independent agencies to sharpen their edge with smoother efficiency, bolder innovations and engaging brand messaging.
“No more tech bloatware, just integrated platforms fueling seamless collaboration and solutions that click. Smooth campaign execution will be even easier to achieve with dedicated operations leads that ensure efficiency, transparency and uncompromising performance. Independent agencies will also continue to lead vibrant ecosystems that attract, retain and cultivate top talent. Agile and unencumbered, they are primed for a banner year,” he says.
From changes in the consumer demand landscape to the rise of new AI tech, Swati Nathani, Co- Founder and CBO, Team Pumpkin, observes that 2023 was certainly a wild ride. “However, there is much to be excited about as we look towards 2024. Many of us have encountered and conquered obstacles, making us more determined and increasing our desire to achieve greater potential. We are already at the forefront of tech integration, client retention, innovation, service excellence and customer satisfaction. These pillars have established an industry standard defining us as an agency.”
“Looking ahead, we not only want to maintain our leadership but push the boundaries of what is possible. Our goals and aspirations for 2024 are all focused on providing high quality services to our clients. We want to ensure that every campaign we work on represents the best standards of originality, effort and strategy,” she adds.

For Raghav Bagai, co-founder of Sociowash, 2024 is shaping up to be a really big year for the agency, as they go all in on their strategic plans. “Top of mind is cementing our position globally, as one of the go-to marketing partners in the industry, known for truly best-in-class work, be it creative, production, influencer, media, tech, and beyond. Going integrated is the way for any agency to genuinely be able to add value to the brands that they are working with, and that is the direction that we are continuing to be on.”
“Growth across verticals is something that we have been working towards, from a business standpoint, we are looking to go 2x across the board. A major focus will be expanding our international footprint in a meaningful way. Fingers crossed we can get our New Zealand and Dubai offices up and running smoothly by year’s end. It would be amazing to bring home some major global-level awards. That would help signal our arrival on the worldwide stage. External validation for a job well done is always appreciated,” adds Bagai.
Danish Malik and Preety Singh, the Co-Founders of Boomlet Group, expect the Influencer Marketing industry to reach a 20-billion-rupee market in India by the end of 2024. “We anticipate that brands will increasingly focus on influencers who can leverage a higher degree of creativity to produce engaging content, with Instagram being the most preferred social media platform.”
Speaking of things under scrutiny, the crisis communication sector is expected to see a significant increase in the number of brands opting for partnerships with agencies to collaborate with influencers as a contingency.
“This shift is a result of brands becoming more proactive in their Crisis Communication strategies, brands have started to build strategies through analysis and predictions for potential crises and have also recognized the crucial role of social media in shaping brand perception. Additionally, we expect the roles of influencers, crisis communicators, and key opinion leaders to expand, especially with the upcoming Lok Sabha elections,” say Malik and Singh.
“For the year 2024, we have set an ambitious target of achieving a 2x growth in our revenue. Our goal is to establish our verticals, namely BCreates (the content creation wing) and BNext (the exclusive talent management vertical), as the most preferred partners for brands. In our Crisis Communication Business, we anticipate a 35-40% increase in revenue, aiming to achieve this by providing specialized units for unique storytelling and exclusive content creators,” they add.
There is also a call across the creative units as well as boardrooms of these agencies for greater acceptance whether it comes to representation and voices as well as the content they create, as Gen Z increasingly enters the conversation, with an even more egalitarian Gen Alpha right behind them. 
“I hope in 2024, the entire influencer industry aims to encourage and support diversity. Whether these are mom influencers, influencers representing marginalized communities – ethnic, racial, LGBTQIA+, body positivity influencers, influencers advocating for sustainability and environmentally conscious decisions, or influencers making educational and skill development content,” says Poonam Shah, Business Acquisition Head at Nofiltr Group.
This support could be shown by activating more conversations with these influencers, offering a collaborative platform for them to share their stories and giving them equal recognition as any other influencer from a commercial category gets.
Rohit Varma, Founder, narrative, agrees that social impact is a category which is growing and “As an organization, we would like to focus on this market segment.  We would like to work with these organizations and help them in driving impact. This segment is very close to our heart.”
“We are in the time where brands are in the process of simplifying their identity. Minimalistic, simple, easy to understand and connect are the norms today. We anticipate a lot of brand refreshes in 2024. Branding is our core offering and we are working with some of the brands for brand refresh,” he says, adding, “New-age brands which are focused on transactional communication can’t hold customers, and customers will shift from one brand to another very fast. Discounts and offers can drive the first purchase but you can’t build a relationship basis with these offerings.”
“At WRM, we’re not chasing trends, we’re setting them. From our ‘Capital Z’ lab that enables deciphering Indian Gen Z to brands better, to our ‘CulTech Curation Matrix’ that blends tech and culture, we are now a nationwide tech-first powerhouse. We crave partners who share our passion for game-changing innovation and hacking subcultures, not just echo chambers,” asserts Gandhi, adding, “We’re looking forward to breaking borders with our storytelling and aiming for bigger global wins in 2024.”
 
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According to a media report, the amendments will require platforms using algorithms or language models to ensure their machines do not act based on any ‘bias’
The Information Technology Rules of 2021 are likely to be amended to incorporate rules to regulate AI companies and Gen AI models, media networks have reported.
As per a report, the amendments will require platforms using algorithms or language models to ensure that their machines don’t act on the basis of any “bias”.
The government may also introduce rules for deepfake and other such synthetic content, it has been reported.
In November last year, the Centre issued an advisory to social media intermediaries to ensure that due diligence is exercised and reasonable efforts are made to identify misinformation and deepfakes, and in particular, information that violates the provisions of rules and regulations and/or user agreements.
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Brands of all sizes will embrace Streaming TV, Amazon Ads has said its trends report
Amazon Ads has outlined the trends it believes will shape the advertising industry during the next 12 months. From the application of generative AI at scale and an evolving streaming TV landscape, to the expected deprecation of third-party cookies, 2024 is set to be a defining year of change for advertisers.
 
As part of its predictions, Amazon Ads says Generative AI will redefine creative development.
 
“In 2024, generative AI become a creative tool that advertisers will utilize on a daily basis. Research from Gartner[1] supports this, with 63% of marketing leaders planning to invest in generative AI solutions within the next two years,” the report said.
 
Furthermore, Amazon Ads has said that brands of all sizes will embrace Streaming TV. “2024 will be the year that streaming TV becomes a standard tool in the toolkits of small and medium-sized businesses (SMBs). We believe that with a growing number of Streaming TV (STV) providers launching self-service advertising options, as well as new ad tech tools helping with creative development, SMBs will start using streaming TV advertising at scale to help drive their business objectives.” 
 
Advanced machine learning models will give relevance a boost, the predictions noted.
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Programmatic advertising has made media buying automated, real-time and more measurable with AI offering real-time campaign insights for marketers, share industry players
Of the many reams that have been written in year-enders across media publications, blog posts and listicles, there has been one common theme. And not just because a lot of that farmed content is being generated using the technology itself: Generative Artificial Intelligence or Gen AI.
At exchange4media, we too have delved deep into the subject, examining the diverse role Gen AI is taking on across media and technology: from Google dropping its Bard chatbot  to retain advertisers; to Meta’s investments in the technology over 2023 and beyond; to brands using Gen AI to make the most of the festive season.
As we begin 2024, it’s time to discuss the role of Gen AI in programmatic advertising and the digital system of media planning and buying.
Noting that we have come a long way from the days of traditional ways of media buying which involved manual requests for placing ads on specific publishers, Charles Yong, Chief Architect and Technology Officer at Affle, says AI-driven tools can help marketers navigate the complexities of programmatic advertising, powering more innovative and contextual advertising. “At Affle, we have a strong AI-led R&D that shapes our conversion-driven offerings. We have been early adopters of using AI/ML-based offerings and now quickly moved towards leveraging Gen AI-based tech applications.”
The advent of digital programmatic advertising made the media buying process automated, real-time and more measurable. With data-driven programmatic advertising, advertisers can quickly assess consumer behaviour to optimize the efficiency of channels, audiences or creatives, which allows them to allocate budgets strategically.
Agent AI: Licence to Plan
And that’s where AI comes in. As Yong elaborates, “AI agents are likely to further improve the efficiency and impact of media buying through dynamic bidding, personalization, and creative optimization. AI algorithms enable advertisers to understand individual consumer preferences, delivering tailored content and messages that resonate with target audiences. With Gen AI, media planning/buying will also further revolutionize as AI agents are trained to interact and integrate to improve how media is bought, ads are placed, and data is stored.”
Tejinder Gill, General Manager, The Trade Desk points out that one of the primary strengths of AI in programmatic is its analytical capabilities. Where front-end generative AI has its limitations in advertising, back-end applications excel at processing and making sense of complex data sets.

“Today, AI helps advertisers extract valuable insights and understand behaviour more granularly by identifying patterns and trends to inform and fine-tune targeting strategies. For example, those using The Trade Desk tap into AI-driven insights off the back of 1 trillion ad opportunities per day, roughly 13 million ad opportunities every second,” he says.
As a result, advertisers can go beyond basic segmentation and create campaigns with greater precision for their strategies. By understanding the specific preferences and interests of individual consumers, advertisers can deliver more personalised messages that resonate on a deeper level. This level of precision and personalisation boosts engagement, increases conversion rates, and enhances the overall consumer experience.
Girish Ramachandra, Founder & CEO, Shopalyst, observes AI is definitely making an impact on how advertisers find the right audience for their campaigns, and the opportunity to personalize brand conversations with them. “For example, with tools like Shopalyst, brands are now able to plan their audience reach across publishers and formats, use predictive modelling for price and bid management, and have the means to automate the entire campaign activation and optimization process.”
“Real-time campaign optimization is another example of humans and AI in action. Traditionally, advertisers have relied on post-campaign analysis to evaluate success. AI revolutionised this process by offering real-time campaign insights so marketers can monitor and optimise their campaigns on the fly,” says Gill, adding that with these valuable insights, advertisers can swiftly adjust targeting parameters, creative elements, and media placements based on AI-driven recommendations, ensuring their ads consistently reach the right audience with the highest impact.
Siddharth Dabhade, Global Commercial Board Member and Managing Director, MiQ India also points out that this technology will come to the fore as third-party cookies are being deprecated across web browsers, with the cookie set to begin its final crumble in 2024, something which media platforms were increasingly concentrating on over the course of 2023.
“MiQ is solving to find new data sets and new ways of delivering the same experience at the pre-campaign level to marketers that are driven by AI and data science. One such example is our AI-powered feature focused on searching and expanding similar users at a pre-campaign level using postal code data, also known as lookalike modelling, works by suggesting “N-dimensionally similar” zip codes based on demographics, TV viewing patterns and OSM data (which captures accurate information about individuals, commercial establishments, amenities, social class) to the actual search,” he shares.
Dipankar Mukherjee, Chief Innovation Officer, Nihilent Limited points to tools like Repurpose.ai and ActiveCampaign, driven by AI, are reshaping content and customising marketing emails to elevate user engagement. “Ocoya and Scalenut are optimising influencer marketing and social media management, utilizing AI for content relevance and precise audience targeting. In ad campaign optimization, Revealbot and Phonesites harness AI for maximizing performance and crafting impactful landing pages.”
Examples of AI use in Programmatic Advertising
Other experts point to Google’s Performance Max ad campaigns, which help you drive performance based on your specified conversion goals by optimizing performance in real-time using AI across channels and across digital advertising process bidding, budget optimization, audiences, creatives, attribution, and more.
For SEO and competitive analysis, tools such as SemRush and GPT-3/GPT-4 provide invaluable insights and capabilities for content creation. DALL-E’s ground-breaking image generation based on textual descriptions has transformed visual content creation in advertising.
“Delve.AI distinguishes itself in real-time consumer data analysis, constructing dynamic AI buyer personas. MarketMuse, SEMrush, Optimove, and Albert play pivotal roles in programmatic advertising, streamlining content generation, digital marketing services, and campaign optimization. Basis Technologies and GumGum leverage AI for predictive modelling and content matching, ensuring precise and targeted ad placements,” adds Mukherjee.
Dhaval Gupta, MD of CMRSL, the parent company of CMGalaxy, adds that if the AI has been trained on sufficient data and understands the rules of the game, it can not only provide analysis but also automate decision-making based on multiple parameters. “The training part is crucial and may require rigorous effort and investments. However, this can be used to predict the most effective advertising channels, specific audience sets, A/B test creatives, among other aspects. This data-driven approach will power programmatic to help reach the most receptive audience, optimizing the media buying process.”
Yong agrees, saying, “Over time, we believe AI will be able to handle time-intensive media planning/buying tasks to free up human focus for crafting overarching strategies that move high-value business goals forward.”
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As per the company’s monthly compliance report, 19,54,000 accounts were proactively banned by the company in November before reports were filed
In November 2023, Meta-owned WhatsApp took stringent measures against user violations in India, banning over 71 lakh accounts, the company has revealed in its monthly compliance report released on January 1.

Of the total, 19,54,000 accounts were proactively banned by the company before any reports were filed.

The messaging platform with over 500 million users in the country, WhatsApp received more than 8,800 complaint reports in November, with only 6 resulting in actionable measures.

Furthermore, WhatsApp addressed eight reports from the Grievance Appellate Committee (GAC), established by the Government of India to handle citizen concerns on various social media platforms. All eight reports received compliance from WhatsApp.

In response to these figures, WhatsApp emphasized its commitment to user safety, stating, “This user-safety report contains details of the user complaints received and the corresponding action taken by WhatsApp, as well as WhatsApp’s own preventive actions to combat abuse on our platform.”

The platform employs various tools and resources to prevent harmful behaviour, implementing detection mechanisms at registration, during messaging, and in response to negative feedback, the company states.
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Guest Column: Sanjeev Jasani, COO, Cheil India, writes that the AI Paradox is the conundrum of automation making life easier while simultaneously threatening to render us obsolete
Get ready, folks, because 2024 is shaping up to be a wild ride when it comes to artificial intelligence. We’re talking robots in the kitchen whipping up gourmet meals while your self-driving car debates philosophy with your smartphone. But amidst the excitement, there’s a lurking question that sends shivers down spines: will AI steal our jobs (and maybe even our dog walkers)?
This, my friends, is the AI Paradox: the conundrum of automation making life easier while simultaneously threatening to render us obsolete. Imagine a world where algorithms write your emails, code your apps, and even paint your masterpieces. It’s a future both exhilarating and terrifying, like that feeling when you realize you can order pizza with just your voice, but then remember you haven’t spoken to another human in three days. Gosh! That’s terrifying.
The Automation Avalanche
Think of it like this: jobs used to be like climbing Mount Everest – challenging, but rewarding. Now, AI is building a freaking elevator to the top. Sure, it’s convenient, but where’s the sense of accomplishment in just pressing a button? And what about the Sherpas who used to guide us? Are they doomed to become obsolete mountain Uber drivers?
The potential job displacement is no laughing matter. From factory workers to data analysts, many professions face the potential robot takeover. But before you start stockpiling canned goods and practising your caveman grunts, remember this: AI excels at the repetitive, the predictable, and the soul-crushingly boring tasks. Tasks that involve creativity, empathy, and critical thinking are still firmly in the human domain. So, if your job involves things like thinking of a brilliant creative idea for that new product your client launched, or writing a hilarious script in your local language, well, then my friend, you’re probably safe… for now.
The Human Touch
The AI Paradox isn’t just about jobs, though. It’s about what makes us human. Can a machine truly understand the nuances of a love letter, the thrill of a perfectly timed joke, or the profound sadness of a rainy Tuesday? Maybe one day it will, but today is not that day. I mean, have you recently seen a robot cry?
The beauty of being human lies in our messy, unpredictable, and often nonsensical emotions. It’s the ability to connect, to create, to screw up royally and then learn from it. AI can simulate these things, but can it truly feel them? That’s the billion-dollar question, and the answer will shape the future of our relationship with these intelligent machines.
So, what’s the takeaway?
The AI Paradox is a complex beast, but here’s the good news: we’re not powerless. We can deal with the potential of AI while safeguarding our humanity. Here are a few things to keep in mind:
• Upskill, baby, upskill: Learn new things, adapt to changing landscapes, and embrace lifelong learning. Remember, the best way to beat a robot at its own game is to become the robot’s cooler, more creative cousin.
• Focus on the uniquely human: Hone your emotional intelligence, your empathy, and your ability to think outside the algorithm box. These are the skills that will keep you relevant in the AI age.
• Don’t let robots steal your dog walker: Seriously, who wants a robot judging your leash-holding skills? Plus, how awkward would it be if your dog started requesting belly rubs in binary?
The AI Paradox is a challenge, but it’s also an opportunity. Let’s use it to build a future where humans and machines work together, not against each other. A future where robots bring us our lattes while we write the next great sci-fi epic about robot uprisings (irony, anyone?). So, keep calm and code on, folks. The future is bright, even if it’s powered by algorithms and questionable robot fashion choices.
Remember, the key is to find the balance, that sweet spot where AI enhances our lives without erasing our humanity. Let’s make 2024 the year we not only embrace the AI Paradox but turn it into a tango – a graceful dance between technology and our messy, beautiful humanness. And who knows, maybe one day we’ll even teach robots to appreciate a good pun. Now that would be truly revolutionary.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com
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Google has reportedly settled the lawsuit with the plaintiffs who sought damages to the tune of at least $5 billion
Google has reportedly agreed to settle a lawsuit accusing the tech giant of tracking private data of many users in the “incognito mode,” which is a privacy feature that doesn’t save information about the browsing activity of users.
The trial was reportedly scheduled for February 5, 2024, but was reportedly delayed after Google and the plaintiffs announced to settle it. Damages of at least $5 billion are being reportedly sought.
The plaintiffs accused Google of using analytics, cookies and other apps to track the activities of users even when they were browsing in the incognito mode. This allowed Google to collect a repository of user data such as personal interests, activities and even private searches of sensitive nature.
Most of the details regarding the settlement are confidential; however, both parties have reached a binding agreement through mediation.
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