India, Oct. 19 -- A high click rate cannot tell a fintech company whether a user will complete the KYC. Similarly, downloading an app does not promise a purchase. Yet these remain the metrics that digital advertising has traditionally been built around.

For brands, the real challenge is understanding whether a click or app download will actually translate into a business outcome. As advertisers demand clearer links between media spending and business outcomes, adtech is moving towards systems that can predict intent, learn from downstream behaviour and optimise for what happens beyond the click or install.

This is the shift Mobavenue is targeting. The company processes more than 1.25 Bn data signals a day and has built its technology st...