Ashwini Karandikar has a keen eye for identifying and converting digital marketing opportunities into actionable revenue generating experiences for organizations.
She developed and oversaw AMNET, Aegis Media’s trading desk, in the US, and now is responsible for building the AMNET business and proposition globally to insure consistency in all markets. AMNET offers a fundamentally different method of conducting business, created in response to the technology-driven revolution in digital media buying. Its approach combines people, data and technology to deliver real time, targeted ads to the most relevant consumers. In fact, the AMNET system works alongside existing client teams and serves as a centralized, service-based company offering advanced media buying solutions.
While trading desks had been around for 5 years before the launch of AMNET, Ashwini recognized that there were ways to improve them by adapting quickly to technology changes. She realized that the industry was evolving toward a more precisely targeted and timely version of display advertising, and identified the missing link required to increase efficiency amid the industry’s digital progression. There was a need for a service that increased transparency, improved targeting, and enhanced insights. The key, she believed, was not to create something totally new, but identify where a process could be more efficient and create something that fits that role before others do.
According to Ashiwini, “Innovation is the ability to identify the missing link of efficiency and precision that will allow you to achieve a particular goal faster and at a higher level of quality, so that the process itself is transformed. The most important part of innovation is knowing how to use existing resources to puzzle together an idea. Little changes can add up to make a significant difference.”
Prior to AMNET, she served as vice president of Innovation, where she managed tools and technologies for the global iProspect organization while overseeing the product and business phases for display, social, and mobile media, quantitative analysis, attribution managements and analysis and consumer insights.
Born in India, Ashwini Karandikar has worked extensively in the United States and India with over 15 years of international and domestic marketing experience.