In a world where privacy is the priority, third-party cookies have no space. These cookies, once a tool to the digital marketer is now a threat to the average internet user and the transition to a cookie-less future may be the nightmare to many brands. Amidst this Havas Media Group, has launched in India its global technology, data, and analytics division, Havas CSA. No Cookies? No problem! Havas aims to bridge the information gap caused by the lack of cookies by using its strong analytical capabilities and through the merger with PivotRoots. Leading this new chapter is Gaurav Seth, who will report directly to Shibu Shivanandan, CEO and Founder of PivotRoots. Exciting times lie ahead for Gaurav and his team as they embark on this new journey.
Q] To start with, what is CSA, and what specific gap in the industry did you identify that led to the decision to bring this expertise to India now?
Jamie: As the global lead of CSA (Havas’ technology, data, and analytics division), it has been an exciting journey to bring CSA to life worldwide. We didn’t create CSA from scratch; Havas Media already had the necessary skills and knowledge, though they were previously fragmented. Our vision was to build a globally connected network to enhance capabilities across Havas, which led to the creation of CSA about 18 months ago. While our capabilities were strong, there was a gap in globally connecting these services. Many claim expertise in marketing technology or data science locally, but few operate as a truly connected global entity. We consistently share knowledge and best practices across markets to support local efforts and global clients. This vision inspired the launch of CSA India, aiming to provide the same capabilities and consistency in the Indian market.
Q] Could you talk about the restructuring that paved the way for the formation of CSA in India?
Jamie: CSA is founded on three core pillars: consultancy, technology, and science. While these strengths previously operated in silos, integrating them under CSA has unified our talent and expertise, enabling a cohesive global approach. The restructuring focused on bringing teams together, as consulting informs technology and data science, which relies on well-collected data. We also embraced the recent acquisition of PivotRoots and PivotConsult in India, which presents a significant opportunity to enhance our capabilities in the market. By merging PivotConsult into CSA, we’re well-positioned for rapid growth to meet rising client demand.
Q] Which are the markets where you are seeing a lot of growth?
Jamie: We have seen strong growth across all our markets this year, and the launch in India, our 17th market, is especially exciting. What’s been fascinating is how different pillars of CSA are driving growth in various regions. In Europe, for example, our tech services are expanding as clients navigate GDPR and other regulations. Meanwhile, in North America, we have seen a surprising surge in data science and measurement solutions, including advanced techniques like incrementality modelling, brand modelling, and geo-lift testing. The industry’s shift, particularly with the phase-out of cookies, has increased demand for effective measurement. While no single market is growing exponentially, we’re witnessing steady growth across the board. With Gaurav’s expertise and the integration of PivotConsult, we’re poised for significant expansion in India over the next year, building on the groundwork already laid.
Gaurav: PivotConsult, part of PivotRoots, serves a diverse client base of 25-30 companies across various sectors. We have a strong presence in financial services due to the wealth of data from customer sign-ups and interactions, and in the e-commerce space, where digital-native companies generate substantial online engagement. The Consumer-Packaged Goods (CPG) sector is also very interesting, despite having less data historically. As Jamie noted, brands are innovating, using tools like chatbots and AI to engage customers and collect valuable second-party data. Many CPG brands are also transitioning to D2C models, moving from in-store transactions to online orders, which leaves a trail of data used for targeted marketing automation. This helps deliver personalised messages at the right moment.
Q] We were moving towards a cookie-less world, how are you navigating this transition?
Jamie: The end of cookies has been a topic of discussion for years. In reality, 30-50% of the internet, especially on mobile devices, is already cookie-less. Many clients overlook this fact. With changes from companies like Google and consumer choices such as Apple’s ATT, we’re moving towards a mostly cookie-less environment, where only about 10-15% of the internet may still rely on cookies. We currently operate in a hybrid landscape of both cookie and cookie-less environments, which will continue. Our tools, like Converged, and our clients’ tech stacks must adapt to this. Where cookies exist, we’ll utilise them, and where they don’t, we’ll leverage alternatives like identity graphing or proxy metrics. Our technology-agnostic approach sets us apart; we partner globally with major tech companies like Google, Amazon, and Meta, while also maintaining local partnerships for tailored solutions.
Gaurav: First-party cookies will persist, but third-party cookies will gradually phase out. To clarify, third-party cookies help track and retarget users. For example, if you search for an iPhone on Flipkart and later see its ad on Speedtest.net, that’s due to third-party cookies acting as user identifiers for effective ad targeting. Other identifiers, like mobile numbers and device IDs, remain essential. As Jamie mentioned, alternative identity solutions will emerge, but it’s crucial that these comply with privacy standards. Advertisers don’t need personal details like names or addresses; general information is sufficient to enhance ad targeting.
Q] With a strong team in India, including leaders like Rana Barua, Mohit Joshi, and Gaurav, how is the work process structured within Havas? What collective goals have you set for this year?
We have a really strong team in India that has been growing exponentially year over year. When integrating a new CSA market into our broader CSA network, we ensure regular communication not only among leadership but across all teams. These discussions involve sharing insights and learnings, which helps us avoid reinventing the wheel and leverage knowledge from one another. This collaboration is a significant advantage of being part of a large network like CSA within Havas. We’re excited about the merger between CSA India and PivotRoots. The Indian team has excelled in areas like CDPs, tech implementations, and advanced analyses, and they can now showcase this expertise to the wider network. We have ambitious global targets that we are on track to meet, with our revenue doubling year on year. Our focus is on overall growth, whether in revenue, client acquisition, or project expansion.
