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| Article Name : | | | PIPES TO PERSUASION: TELECOM ADS AND CULTURAL SHIFTS | | Author Name : | | | Vineet Ahuja and Sudheer Aluvala | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ROR-16304 | | Article : | |  | Author Profile | | Abstract : | | | Telecom operators have transitioned from passive conduits of communication to active intermediaries in the advertising ecosystem. Through SMS, RCS, USSD, in-app operator platforms, and direct carrier billing (DCB) integration, advertising now reaches consumers at moments of intimacy, immediacy, and high engagement | | Keywords : | | |
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