Manoj Dawane founded an advertising technology (AdTech) start-up in Delhi, India in 2020 that provided digital consumer behaviour intelligence for targeted digital advertising without using third-party internet cookies. His patented technology solved the issue of personal data privacy created by cookie-based targeting. His unique competitive advantage would not last long and he faced three dilemmas. First, to define a clear business model that would be a balance between the core competency of the company and the emerging market opportunities. Second, to identify an alliance partner for a faster growth. Third, to redefine his go-to-market strategy for seven times growth in two years, as demanded by investors.
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