Arunkumar Thirunagalingam Of Mckesson Corporation On The Future Of Adtech

Advertising technology is rapidly evolving, transforming the way brands connect with consumers. From programmatic advertising to data analytics, the adtech industry is driving innovation and efficiency in marketing. As part of this series, we had the pleasure of interviewing Arunkumar Thirunagalingam.

Arunkumar Thirunagalingam is a data management expert with a strong background in Data Engineering, Data Governance, and Data Quality. He has spent years working across industries, building scalable solutions that combine AI/ML technologies with cloud platforms like AWS and Azure. His work emphasizes practical outcomes, such as improving compliance and boosting operational efficiency. As a recognized leader in his field, Arunkumar holds an IEEE Senior Membership and is a Fellow of IETE. His contributions include publishing research on AI, reviewing academic journals, and serving as a judge for industry awards. He also shares his insights regularly at conferences, focusing on how organizations can better integrate AI/ML into their data strategies.

Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

AT: I’ve always loved solving problems, which is what led me to work with data. I started with a degree in Physics, where I learned to think logically and break down complex problems. Later, I earned a Master’s in Computer Applications, which gave me the technical skills to work with data.

My first job was in data integration. I quickly realized how important clean, organized data is for making decisions. I enjoyed the challenge of taking messy data and turning it into something meaningful. Over time, I became more interested in data governance and quality — making sure data is accurate, secure, and useful.

As I kept learning, I became fascinated by AI and machine learning. I saw how these tools could solve tricky data problems and make a big difference. I’ve worked in industries like finance, healthcare, and tech, each teaching me new ways data can create value. I’ve even had the chance to publish research and share what I’ve learned.

Today, I got to help organizations use data to make smarter decisions. It’s work I enjoy, and I’m always excited to see how data can keep transforming the way we work and live.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

AT: When I was just starting out in data engineering, I was asked to speed up a big ETL process for a client. I was excited to show what I could do, so I made a bunch of changes to make it faster. It worked perfectly in testing, and I thought I had nailed it.

The next morning, things fell apart. One of the key tables didn’t load because I accidentally left it out during my changes. This missing data threw off several reports, and the team had to scramble to fix it. To make it worse, I hadn’t built a way to roll back the changes, so undoing the problem took a lot longer than it should have.

Looking back, it’s funny now. My coworkers joked that I “optimized data out of existence.” At the time, though, it was stressful.

What I learned was simple: double-check everything, and always have a backup plan. Now, I always test my changes thoroughly and make sure there’s a way to roll things back if needed. That mistake helped me become more careful and prepared, and it’s a lesson I’ve carried with me ever since. It also taught me that it’s okay to laugh at yourself!

Are you working on any exciting new projects now? How do you think that will help people?

Right now, I’m working on a project that uses AI and machine learning to improve data quality and make it easier for organizations to trust their data. The idea is to create a system that automatically spots errors or inconsistencies in data and fixes them in real-time. It’s exciting because it saves so much time and effort while improving accuracy.

This kind of work helps people by giving them the confidence to make decisions based on reliable data. It’s especially important in industries like healthcare and finance, where even small errors can have big consequences. I think this project will make a real difference by reducing risks, saving costs, and allowing teams to focus on solving problems instead of cleaning up data. For me, it’s rewarding to see how technology can simplify complex challenges and make every day work easier for others.

Thank you for that. Let’s now shift to the central focus of our discussion. What do you believe will be the most significant technological advancements in adtech over the next five years?

In the next few years, AI will change how ads work by making them more personal. It uses machine learning to study what people do, like, and need in real-time. This helps show ads that are more relevant and less annoying. When ads feel useful, people are more likely to engage and act.

Privacy is also becoming a bigger focus. With stricter laws like GDPR and CCPA, advertisers need to find safer ways to target people. Tools like contextual targeting and first-party data will let brands create effective ads while protecting user trust and privacy.

AR and VR are opening new ways for brands to connect with people. With these technologies, users can try products virtually or explore experiences that feel real. This makes ads more interactive and memorable, building stronger connections with audiences.

How is artificial intelligence changing the landscape of advertising technology, and what potential does it hold for the future?

Artificial intelligence is transforming advertising technology by making it smarter, faster, and more personalized. It’s reshaping how brands understand their audiences, creating campaigns, and measuring results.

One of the biggest changes is how AI processes data. It can analyze massive amounts of information in real-time, helping advertisers identify patterns and predict customer behavior. This means ads are more relevant to individuals, improving engagement and reducing wasted spending.

AI is also changing how ads are created. Tools powered by AI can generate content like ad copy, visuals, and even videos tailored to specific audiences. This automation saves time and allows for quick adjustments, making campaigns more effective.

Looking ahead, AI holds huge potential for innovation. It could enable fully interactive ads, where users engage with brands through natural conversations or virtual experiences. AI can also improve privacy in advertising, using techniques like federated learning to deliver targeted ads without sharing personal data.

In the future, AI could turn advertising into an intuitive, seamless experience. Brands will connect with audiences in more meaningful ways, and campaigns will feel less like ads and more like helpful, personalized content. The possibilities are endless as AI continues to evolve.

What are the biggest challenges currently facing the adtech industry, and how can they be addressed?

The adtech industry is dealing with some serious challenges right now. Privacy is at the top of the list. With strict rules like GDPR and CCPA, companies are under pressure to deliver targeted ads while respecting user privacy. Tools like contextual targeting and first-party data are becoming key solutions.

The end of third-party cookies adds another layer of complexity. For years, cookies were the main way to track users and personalize ads. Now, companies are shifting to new methods like first-party data strategies and alternative identifiers to keep campaigns effective.

Ad fraud is another major concern. It’s not just a waste of money, it also erodes trust in digital advertising. Better verification systems and more transparency in how ads are delivered can help rebuild that trust and reduce losses.

At the same time, smaller companies face tough competition from industry giants like Google and Facebook. To stay relevant, these firms need to innovate and carve out their own niches in the market.

Keeping up with technology adds yet another challenge. Rapid advancements mean companies must invest in flexible systems and ensure their teams have the skills to adapt.

By addressing privacy, fraud, competition, and technology head-on, the adtech industry can create a stronger, more sustainable future.

How do you see the role of data privacy evolving in adtech, and what impact will it have on the industry?

Data privacy is becoming a cornerstone of change in adtech. With increasing concerns about how personal information is used and regulations like GDPR and CCPA enforcing strict guidelines, the industry is under pressure to evolve. Advertisers can no longer rely on invasive tracking methods like third-party cookies without risking user trust or legal penalties.

This push for privacy is driving innovation in how ads are targeted and delivered. Contextual targeting, which bases ads on the content of the page rather than personal data, is gaining popularity. First-party data, collected directly from users with consent, is also becoming more critical. These approaches are reshaping the way advertisers connect with audiences, proving that effective advertising doesn’t have to compromise privacy.

The industry is feeling the impact of these changes. Companies must rethink their strategies and invest in new technologies to stay competitive. While this presents challenges, it also opens the door for creative solutions and fresh opportunities. Transparency is emerging as a key factor, as users increasingly expect control over their data and clear communication about how it’s being used.

Prioritizing privacy is more than just compliance, it’s a long-term strategy for building trust. Brands that embrace ethical practices and demonstrate respect for their audience’s privacy will stand out and thrive in the evolving adtech landscape.

Can you share a case study or example of a groundbreaking adtech innovation that has had a major impact on the market?

One of the notable innovations in adtech that has had a significant market impact is the introduction of contextual targeting powered by AI. A notable example is the work done by GumGum, a company specializing in contextual intelligence. They developed a platform that uses artificial intelligence to analyze images, videos, and text on web pages in real-time to deliver ads that align with the content rather than relying on user data or cookies.

For instance, if a user is reading an article about hiking gear, the system might display ads for outdoor apparel or equipment, even if the advertiser has no access to the user’s personal data. This approach is highly effective in industries like sports, fashion, and entertainment, where visual content plays a big role. It ensures ads feel natural and relevant to the viewer while respecting privacy regulations like GDPR and CCPA.

The impact has been significant. Advertisers see better engagement and conversion rates because the ads are contextually relevant. At the same time, publishers benefit from higher-quality ad placements that don’t disrupt the user experience. This innovation is reshaping the industry by proving that effective advertising doesn’t have to compromise user privacy, paving the way for a more sustainable and ethical adtech future.

What are the “5 Things You Need To Create A Highly Successful Career In The Marketing and Advertising Industries?”

1. Strong Analytical Skills

Marketing and advertising depend heavily on understanding data. Being able to analyze it and turn it into useful insights is critical. In one campaign, I worked on tracking engagement metrics like click-through rates. By making small adjustments based on the data, the campaign’s performance improved significantly, showing me how much attention it paid to detailed matters.

2. Creativity and Innovation

Standing out often means thinking differently. Creativity isn’t just about flashy designs; it’s about connecting with people in meaningful ways. During a product launch, I worked on a campaign using augmented reality and user-generated content. It was exciting to see how these ideas let customers experience the product in a new way, and it drove more engagement than we expected.

3. Adaptability

The industry is always changing, and staying flexible is key. When third-party cookies started phasing out, we had to rethink our approach. By focusing on contextual targeting and first-party data collection, we found new ways to keep campaigns effective, even as the tools we relied on evolved.

4. Strong Communication Skills

Good communication keeps everything on track. I once managed a campaign involving several team-creative, analytics, and client services. Making sure everyone was clear on the goals and timelines helped us deliver on time, and the client’s positive feedback was a reminder of how important teamwork is.

5. Passion for Continuous Learning

Marketing and advertising are always evolving, and there’s always more to learn. I try to stay updated by attending conferences and webinars, especially on topics like AI in marketing. Learning how to apply machine learning to optimize ad placements not only improved results but also helped me grow as a professional.

I’ve found that combining these skills analysis, creativity, adaptability, communication, and learning has helped me navigate challenges and find opportunities in this field. I’m grateful for the chance to keep growing and learning in such a dynamic industry.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could start a movement, it would focus on making data education accessible to everyone. Data influences so much of what happens in our world, from breakthroughs in healthcare to how businesses make decisions. Yet, many people don’t have the knowledge or tools to understand or use it. This creates a divide where only a few can harness its power, while many are left behind.

The goal would be to make data literacy as essential as reading and writing. Everyone would have access to resources that teach them how to analyze and use data, not just for work but to solve everyday problems. This isn’t just about technical skills, it’s about empowering people to ask the right questions, make better decisions, and improve their lives with data-driven insights.

Imagine a small business owner using data to grow sustainably or a student analyzing climate trends to create local solutions. Giving people the ability to understand and use data would close opportunity gaps and help build a more informed, equitable world. It’s a movement that could drive progress in education, innovation, and equality, benefiting both individuals and society.

How can our readers further follow your work online?

They can see my work in Linkedin and Research Gate, I update them regularly in Research Gate.

https://www.linkedin.com/in/arun2486/

https://www.researchgate.net/profile/Arunkumar-Thirunagalingam-2/publications

This was very inspiring. Thank you so much for joining us!

About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.