Three Domains
What we're assessing.
CTV monetization failure almost always traces back to weakness in one of these three domains. A gap in any one of them limits what's possible in the other two.
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Content Library
6 Questions · 24 pts max
Depth, freshness, diversity, and metadata completeness. Without enough content, programmatic fill rates collapse and audience targeting has nothing to work with.
👤
Audience & Profile
4 Questions · 16 pts max
User authentication, declared data, and segmentation. Tier 1 advertisers will not buy blind. Logged-in audiences command a 30–80% CPM premium.
⚙️
Technical Infrastructure
8 Questions · 32 pts max
SSAI, VAST compliance, tracking, verification, and programmatic plumbing. The heaviest domain — and the one where gaps are most expensive to ignore.
Self-Assessment
Answer honestly.
There are no wrong answers — only incomplete ones. Score your app as it stands today.
How many hours of indexed, categorised content does your app currently have?
Indexed means searchable with complete metadata. Estimated hours are fine.
How frequently is new content added to the platform?
Fresh content increases return visits — which directly increases mid-roll inventory.
How many distinct content genres or verticals does your app cover?
Broader genre diversity enables wider audience targeting segments for advertisers.
Does your app carry regional or Indian language content?
Critical for Indian market reach. Non-Hindi content significantly expands addressable audience.
Does your app carry live content — sports, news, or live events?
Live content commands a 2–4× CPM premium and is a strong signal for premium advertisers.
How complete is your content metadata? (title, genre, cast, synopsis, language, rating)
Incomplete metadata blocks contextual targeting and TV OS search discovery simultaneously.
Is user login mandatory before accessing content on your app?
Logged-in audiences are the foundation of all first-party data and audience segment monetization.
Yes
No — content is accessible without login
Do you collect age and gender data during signup, declared by the user?
Declared demographic data is a hard requirement for Tier 1 FMCG, finance, and auto advertisers.
Yes — declared at signup
No
How clearly is your subscription vs. free (AVOD) tier segmented in your user database?
Ad-eligible inventory only exists within the free tier. Without clear segmentation, you cannot quantify your addressable inventory.
2
Tracked but not segmented
3
Segmented, not activated
4
Fully segmented & activated
Have you built any first-party audience segments from viewing history (e.g. genre affinity, recency)?
First-party segments command a 30–80% CPM premium over run-of-network inventory. This is your highest-value data asset.
Yes — at least one active segment
No — not yet
Is Server-Side Ad Insertion (SSAI) live and in production for both VOD and live inventory?
SSAI is non-negotiable for programmatic. Client-side VAST fails on slow connections and is rejected by most DSPs for CTV.
Yes — SSAI is live
No — using client-side or not set up
Is your ad infrastructure VAST 4.x compliant and VPAID 2.0 supported?
Required by all major DSPs. Without this, you are invisible to programmatic demand.
Yes — VAST 4.x / VPAID 2.0 compliant
No or uncertain
Do you support 1x1 impression pixel tracking from third-party ad servers?
Baseline verification requirement. Without it, you cannot provide measurement data to advertisers.
Do you fire video completion events at 25%, 50%, 75%, and 100% quartiles?
VCR (Video Completion Rate) is the primary measurement currency for CTV in India. Without quartile events, you cannot report it.
Yes — all four quartiles
No or partial
How many SSPs (Supply-Side Platforms) are you currently integrated with?
Single SSP = single point of failure and no yield competition. Minimum 2 SSPs recommended before approaching agencies.
What is your current programmatic open market inventory split?
Opening 100% to open market destroys floor prices. The goal is a mixed model with reserved direct inventory.
Have you integrated IAS, DoubleVerify, or an equivalent brand safety / viewability vendor?
MNC and regulated-category advertisers (FMCG, finance, auto) will not transact without a brand safety certificate.
Yes — IAS, DV, or equivalent is live
No
Do you have a published rate card and media kit available before this assessment?
Agencies will not schedule a meeting without a rate card. This is a commercial readiness signal, not just a technical one.
Yes — rate card and kit exist
No — we pitch from proposals
Your Results
Your Monetization Readiness Score.
Based on your answers across all three domains. Scores reflect the app as it stands today.
Tier 1
Infrastructure Gap
Under 28 pts
Tier 2
Partially Ready
28 – 44 pts
Tier 3
Monetization Active
45 – 58 pts
Tier 4
Optimizing
59 – 72 pts
Gap Analysis & Recommendations
Ordered by urgency. Fix critical gaps before anything else — they block all downstream revenue.
Discovery Layer Availability
Based on your readiness score, these are the discovery and monetization layers currently accessible to your app.
Recommended Advertiser Budget Floor
Based on your infrastructure readiness, the minimum campaign budget that will produce meaningful results is:
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