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{The Crux brings you crisp and incisive analysis on the developments that matter. It’s a free read.}
In 2014, when SoftBank founder Masayoshi Son and his then deputy Nikesh Arora started their $10 billion investment campaign in India, digital advertising was not a part of their strategy. It was evident that Google and Facebook would dominate the digital advertising market, and the duo got busy backing entrepreneurs from other big growth sectors—ecommerce, ride-hailing, mobile payments, social network, and hospitality.
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