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Flipkart Minutes appoints Dibyendu Sen as associate director for brand partnerships and monetisation

Sen joins Flipkart Minutes from Criteo, where he spent over two years and most recently served as senior manager, sales-enterprise. He earlier spent over two years at Flipkart and worked on retail media across Blinkit, Swiggy Instamart and Zepto.

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Who and when

Figures from afaqs,

Prior tenure at Criteo: over two years
Tenure at Paytm Ads: nearly two years
Tenure at Star TV Network: nearly six years

Why the change matters

Flipkart Minutes is bringing in Dibyendu Sen, formerly of Criteo and earlier of Flipkart, to build brand partnerships and monetisation, which signals in-house retail media ambitions and a possible need for ad-tech partners.

What to watch next

  • Announcement of Minutes-specific ad formats or a brand partnership programme
  • Further senior retail media or brand partnership hires at Flipkart Minutes
  • Named brands publicly running campaigns on Minutes
  • Rival quick commerce platforms announcing new retail media products or leadership changes
  • Flipkart commentary on Minutes ad revenue or monetisation progress

Likely next moves

Our read of what comes next — analysis, not reported by the source.

  • Flipkart Minutes is likely to roll out or widen sponsored placements and brand-funded campaigns, using Sen's partnerships remit to sign early advertisers.
  • Rival quick commerce platforms such as Blinkit, Swiggy Instamart and Zepto may respond by tightening their own retail media offers or by hiring and retaining ad-sales talent.
  • Large FMCG and D2C brands are likely to test Minutes ad budgets alongside their existing quick commerce spend, with a focus on measurable return.
  • Flipkart is likely to keep adding senior ad-tech and brand-side hires for Minutes as it tries to turn quick commerce traffic into higher-margin revenue.
  • Ad-tech vendors and measurement partners, Criteo among them, may see more Minutes-related collaboration as Flipkart builds out its offering.

The source

Source Read the source at afaqs Published

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