StratPulse TechLabs is an independent research and tools studio focused on India's Connected TV and streaming advertising market. We publish free tools, frameworks, and a practitioner-grade knowledge base so that advertisers, agency planners, publishers, content producers, and app teams can make better decisions — without paying a consultant to explain the basics.
What we build
The CTV Intelligence Hub is our primary product. It covers eight areas of CTV: the basics, ad formats, programmatic buying, measurement, monetisation, audience and data, the India market, and the underlying tech stack. Every article is written for practitioners — people who sit across the table from publishers, trade desks, and brand teams and need accurate, India-specific answers fast.
Alongside the knowledge base, we publish free interactive tools:
- FAST Monetization Model — revenue projection for FAST channel operators
- App Monetisation Assessment — readiness scoring for CTV app publishers
- App Monetisation Discovery Model — revenue strategy mapping
- Advertiser Readiness Framework — self-assessment for brands entering CTV
- CTV Campaign Planner — reach, frequency, and budget planning for India CTV
- CTV Measurement Audit — gap analysis across measurement dimensions
India-first, always
The CTV landscape in India is distinct. JioHotstar dominates reach but uses server-side ad insertion that limits third-party measurement. BARC's OTT panel is newer than its linear TV counterpart and carries different methodology assumptions. Programmatic floors, identity signals, co-viewing rates, and frequency management all work differently here than in the US or UK markets that most global resources describe.
Every article on this hub finds the India angle. When data is uncertain, we say so. We do not fabricate benchmarks or cite unnamed "industry sources" without context.
Who we write for
The hub is built for six audiences:
- Brand and in-house teams evaluating CTV as a media channel
- Agency planners and buyers managing India CTV campaigns
- Publishers and content producers monetising streaming inventory
- TV app and platform teams building ad-supported products
- Measurement and data professionals navigating attribution and identity in CTV
- Newcomers who need reliable foundations before specialising
The team
StratPulse TechLabs is led by Prabhvir Sahmey, who has spent over a decade at the intersection of programmatic advertising, streaming media, and India's digital ecosystem. He has worked with publishers, buy-side platforms, and brand teams across India, Southeast Asia, and globally.
The hub is built using a WAT (Workflows → Agent → Tools) architecture — a structured, recoverable content system that maintains quality at scale without sacrificing accuracy.
Our promise
Direct answers. Practitioner-grade depth. India context in every article. Honest about uncertainty. Free, always, for the knowledge base and tools.
If something is wrong, incomplete, or missing — tell us.