India, May 19 -- For years, digital advertising followed a straightforward logic: Reach people often enough, and attention would turn into interest, and that interest into action. That formula held when audiences spent most of their time within a handful of predictable digital environments. Today, it no longer does.

People move between streaming platforms, mobile apps, search engines, and social feeds throughout the day. Campaign reach has grown, but turning that reach into meaningful engagement is far more complex.

The problem is not that attention has disappeared. People still spend hours each day across screens. What has changed is how attention behaves. It is fragmented, shorter in bursts, and highly dependent on context. A moment o...