The Rise of Omnichannel and Platform Consolidation
At ad:tech New Delhi, NookTalks featured an engaging conversation between Gaurav Negi, Founder of Click2Commission, and Rahul Pant, Associate Director– Sales at Trackier. The discussion offered valuable insights into the evolution of affiliate marketing, the growing influence of AI, and the future of digital advertising in India. With over 15 years of experience in the industry, Gaurav’ s journey reflects how curiosity, experimentation, and adaptability can shape a successful career in a rapidly evolving digital ecosystem.
Gaurav shared that his entry into the affiliate marketing space was driven by a deep fascination with the internet during its early days in India. As an early adopter of online shopping, he was intrigued by how digital platforms functioned and how brands leveraged them to reach consumers. This curiosity led him to explore opportunities in digital marketing, eventually working with emerging companies in New Delhi and gaining hands- on experience in performance marketing and campaign strategy.
During his early career, Gaurav worked alongside brands that were part of India’s first wave of e-commerce growth. This exposure helped him understand consumer behavior, digital campaign planning, and the importance of data-driven marketing. However, his ambition extended beyond execution. He wanted to innovate and experiment, which led to the founding of Click2Commission. His vision was to create an agency that not only delivers results but also helps brands absorb and evolve through strategic insights and experimentation.
In his conversation with Rahul Pant, Gaurav emphasized how affiliate marketing has grown into a key pillar of the digital ecosystem. India’s rapidly expanding internet user base and mobile-first market have accelerated this growth, making it one of the most dynamic regions for digital advertising. However, with growth comes the need for constant innovation and adaptability.
A major theme of the discussion was the impact of artificial intelligence on the industry. Gaurav described the current phase as one of“ agentic innovation,” where AI tools are enabling marketers to construct creatives, optimize campaigns, and develop interfaces with minimal effort. This shift is not only improving efficiency but also allowing teams to focus more on strategy and creative thinking.
Looking ahead, Gaurav highlighted the likely consolidation of platforms within the digital advertising ecosystem. He noted that while the current landscape is fragmented— with multiple DSPs, apps, and ad networks operating independently— the future will perceive more unified platforms. These integrated ecosystems will enable centralized media buying and seamless omnichannel marketing across channels such as CTV, OEM, native ads, and push notifications.
He also pointed out that emerging and underutilized inventory spaces, such as AI- driven SEO and newer ad formats, present significant opportunities for brands. With lower competition and costs, these channels can deliver stronger returns on investment, especially for marketers willing to experiment and transport beyond conventional strategies.
Rahul Pant steered the conversation towards the importance of industry events like ad:tech, prompting Gaurav to reflect on their value. Gaurav shared that such conferences are crucial for staying connected with industry peers, understanding market challenges, and gaining fresh perspectives. In an industry where professionals often operate within their own teams, these interactions provide much- needed exposure to new ideas and approaches.
He noted that events like ad:tech supply together a diverse set of stakeholders from brands to agencies to tech platforms— each at a different stage of the digital journey. This collective exchange fosters innovation and helps professionals identify new opportunities and solutions. For Gaurav, these events are not just about networking but about learning, collaboration, and inspiration.
The conversation also touched upon the challenges brands face today, from user acquisition to app growth and performance optimization. By engaging with peers and understanding these challenges, marketers can develop more holistic and effective strategies. Gaurav emphasized that the key to success lies in staying curious, launching to learning, and willing to adapt to new technologies and trends.
For aspiring professionals looking to enter affiliate marketing, Gaurav’s advice was basic yet powerful- initiate with curiosity and a willingness to explore. The digital landscape is constantly evolving, offering opportunities for those who are eager to understand and experiment. While technical knowledge is important, a genuine interest in understanding how the ecosystem works can produce all the difference.
In conclusion, the conversation between Gaurav Negi and Rahul Pant at ad:tech New Delhi highlighted the dynamic nature of the affiliate marketing industry and the exciting opportunities that lie ahead. From AI- driven innovation to platform consolidation, the future of digital advertising promises to be both challenging and rewarding.
Through conversations like these, NookTalks continues to spotlight industry leaders and their insights, offering valuable perspectives for professionals navigating the ever- changing world of digital marketing.
