Yes. A customer data platform (CDP) can be connected to India CTV advertising in three ways:
- DSP export: Export hashed identifiers (SHA-256 email or phone number) from the CDP to a DSP like DV360 (Customer Match) or The Trade Desk (First Party Data). The DSP matches these against its identity graph and targets matched users on CTV inventory. India match rates via email are typically 30–50%; phone number matching achieves higher rates because Indian consumers are more consistently identified by mobile number than email.
- Publisher direct data match: Work directly with a publisher (JioHotstar, SonyLIV) to match your CDP audience against their registered user database for a direct-sold campaign. Publisher-mediated matching achieves higher match rates than DSP-side matching because it uses the publisher's full registration database — but it only works for direct campaigns, not open programmatic.
- Data clean room: Use Google Ads Data Hub (for DV360) or a privacy-safe clean room to match your CDP data and publisher data without either party seeing the other's raw identifiers. This path is more technically involved and is used primarily by large advertisers with dedicated data partnerships teams.
DPDPA requirement: CDP audiences used for CTV targeting must have been collected under consent that explicitly covers advertising targeting. This is a legal requirement under the Digital Personal Data Protection Act 2023. Data collected without advertising consent cannot be used for this purpose without re-consent from the user.
Related questions
- How do I use CRM data for CTV targeting?
- What does DPDPA mean for CTV advertising?
- How does identity resolution work for CTV?
For a full breakdown, see the CDPs and CTV in India knowledge base article.