Filters OFF S2 EP04 | Senthil Govindan on Transparency, Ad-Fraud & The Future of Ad-Tech

From #FiltersOFF Ep4, Senthil Govindan (Founder & CEO, ‪@DatawrkzInc‬ ) breaks down the realities of ad-tech — where transparency, fraud, and platforms collide.

🚫 Black-box DSP practices hiding true costs.
🚫 SPO often more buzzword than benefit.
🚫 Cookieless attribution leaving blind spots.

💡 In this candid conversation, Senthil shares why:
• Transparency isn’t a trend — it’s survival.
• Amazon DSP is reshaping mid-market access, but with hard limitations.
• Global ad-tech needs local hacks, not cookie-cutter playbooks.
• Ad-fraud isn’t a report — it’s a budget leak.

Featuring insights from:
• Senthil Govindan – Founder & CEO, Datawrkz
• Host: Bharath Kumar B – AVP, Product, mFilterIt ‪@TECHMATRIXX‬

00:00 – Introduction
02:30 – Transparency in AdTech: Partner’s View
07:00 – DSPs, SPO & Democratizing Access
12:00 – Global AdTech Expansion: Building from India
17:00 – Ad-Fraud & Media Waste
22:00 – Measurement & Attribution in a Cookieless World
27:00 – The Duopoly Shift: Amazon, Context & What’s Next
32:00 – Growth Confession Booth
36:00 – ₹5 Crore No-Google/Meta Challenge
40:00 – Rapid Fire – Platform Partner Edition
42:00 – Outro & Legacy POV

#FiltersOFF #AdTech #Programmatic #Transparency #AmazonDSP #AdFraud #DigitalMarketing #MediaBuying #SPO #CookielessFuture #Datawrkz