Personalised CTV advertising serves different creative or messages to different audience segments based on data about the viewing household. It operates at household level (not individual) because TV is a shared device — targeting is for the household type, not a specific person.
Data sources that drive CTV personalisation in India:
- Platform first-party data: JioCinema (Jio telecom + viewing data), Hotstar (subscriber + content data), YouTube (Google account data). Most accurate but walled — not shared programmatically.
- IP-based household data: IP address maps to household demographics and purchase intent. Less accurate than platform data but works programmatically.
- CRM / first-party match: Upload customer data, match to platform audience. Show existing customers different creative than new prospects. Available on YouTube (DV360) and with some India CTV platforms via clean room matching.
- ACR data (Samsung/LG Ads): Targets based on what the TV has been displaying — cross-platform viewing behaviour. Uniquely powerful for conquest and retargeting.
India privacy context: India's DPDP Act (2023) requires consent for personal data processing. Platform first-party usage is within existing user consent relationships. Monitor DPDP implementation guidance for evolving third-party data rules.
Full guide
For a complete explanation, read: Personalised CTV advertising: how audience data drives creative targeting