CTV is inherently safer than the open web because major platforms (JioCinema, Hotstar, SonyLIV) run professional licensed content — no UGC, no unmoderated video. There is no equivalent of the open web risk of ads appearing next to extremist or controversial user-generated content.
Where brand safety risk remains on India CTV:
- YouTube CTV: The primary risk. YouTube's UGC library means ads can run before politically charged, controversial, or misaligned content. Use DV360 content exclusions, content suitability settings, and verified inventory (YouTube Select) to manage this risk.
- Third-party apps on OEM platforms: Samsung Ads and LG Ads run across third-party apps installed on smart TVs. Specify content category inclusions and exclusions for OEM buys.
- SSAI limits third-party verification: IAS and DoubleVerify cannot verify brand safety client-side on JioCinema and Hotstar due to SSAI. Platform reporting is the only source of truth.
What to specify in an India CTV brand safety brief: Political content exclusion (particularly important in India), religious content treatment, competitive category exclusion, content category inclusions/exclusions, and third-party verification approach by platform.
Full guide
For a complete explanation, read: Brand safety on CTV video: how it works, what the risks are, and India context