Home » Meet our Members: Pritika Hemmady, DoubleVerify.

Meet our Members: Pritika Hemmady, DoubleVerify..

meet our members

Our new ‘Meet our Members’ series spotlights the diverse voices shaping digital marketing across the region.  In this edition, we feature Pritika Hemmady, Senior Client Partner APAC at DoubleVerify (DV). Discover how DV is strengthening the digital advertising ecosystem through verification, authentication, and trusted partnerships, while adapting their strategies to the diverse and rapidly evolving SEA and India region.

tell us about your company

DV is driven by a mission – to make the digital advertising ecosystem stronger, safer and more secure. We help brands improve the effectiveness of their online advertising, giving them clarity and confidence in their digital investment. Confidence is built on trust. Trust is achieved when a company’s mission, team and actions are aligned – doing things for the right reasons, with transparency and authenticity. Trust is foundational to the lasting partnerships we’ve built with global advertisers, as well as the world’s leading programmatic and social platforms, and publishers.

DV pioneered digital ad verification over a decade ago. Today, we authenticate media quality and power performance for the world’s largest brands, platforms and publishers.

How do you effectively balance the diverse dynamics of global, regional, and local markets in your role?

Balancing the diverse dynamics of global, regional, and local markets requires a nuanced approach. At the global level, establishing a unified framework—such as standardised measurement, AI-driven optimisation, and centralised data governance—ensures consistency and efficiency.  At a regional level, understanding market nuances is essential, and tailoring strategies for key markets is crucial. This may include customising solutions to align with market trends, regulatory nuances, and competitive landscapes, while maintaining a consistent global brand strategy.
 
Leveraging local expertise is another key strategy. Building strong regional & local teams who understand their markets’ intricacies can provide valuable insights. Flexibility and adaptability are also important; being prepared to pivot strategies in response to changing conditions can help address new challenges or opportunities.  Consistent communication and collaboration ensure that global strategies are effectively implemented at regional and local levels, and that feedback from these markets is communicated back to the global team.

The SEA and India region is known for its rapid transformation, what aspects of the region fascinate and motivate you?

The SEA/India region’s rapid digital transformation is driven by mobile-first consumers, booming e-commerce, and innovative fintech solutions.
What’s most motivating is the diversity within the region. Each market has unique cultural, regulatory, and technological nuances, requiring a hyper-local yet scalable approach. The region’s diverse cultures and languages present both unique challenges and opportunities for tailored digital solutions.
Ultimately, the region’s potential for growth, its young, digital-savvy population, and the continuous evolution of consumer behavior make it an exciting frontier for innovation and impact.

Which IAB SEA+India member resources and opportunities have you found most valuable?

  1. WARC x IAB SEA+India CTV Discussion: We discussed the need for marketers to have a broader understanding of CTV’s purpose in the media mix.
  2. Tiffin Time Networking: This is a great initiative to reconnect and engage with industry peers in a relaxed environment. 
  3. I was a Programmatic Committee Member at IAB SEA + India in 2019 and I found the sessions very useful in building industry knowledge and POVs.
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