DPDP Act transforms India's ad agencies: Data consent, costs rise.

• The DPDP Act, notified on November 13, 2025, is reshaping India's ad industry by focusing on explicit consent and data minimisation.
• Ad agencies are implementing new practices like clear consent, secure data storage, opt-in forms, and vendor compliance to meet DPDP standards.
• Compliance with the DPDP Act is increasing operational costs for agencies, ranging from 8% to 18% for legal reviews, data audits, and secure storage.
• Brands face higher costs for authenticated, privacy-compliant data, shifting advertising towards "responsible reach" and impacting data-heavy categories.

Why It Matters: India's DPDP Act reshapes ad agencies' data practices, raising costs & prioritizing user consent.