Your CRM data can be activated for CTV targeting in India primarily through two channels: Google Customer Match (for YouTube CTV) and Amazon Ads customer upload (for Fire TV CTV). The matching key in India is mobile phone number — every major streaming platform uses phone-number registration, so match rates are high. Upload hashed SHA-256 phone numbers in E.164 format (+917XXXXXXXXX); most platforms accept this directly.
Before activating: (1) Segment your list — upload separate audiences for active customers (retention), lapsed customers (win-back), and leads who did not convert (acquisition); (2) Build a suppression list of existing customers to exclude from acquisition campaigns; (3) Verify consent — under India's DPDPA, CRM data used for advertising targeting must have been collected with explicit consent covering advertising use. Google Customer Match requires 1,000+ matched users to activate. Amazon Ads requires a direct account manager relationship for Indian CTV inventory. JioHotstar custom audiences are available for large advertisers with direct data agreements. CRM-based CTV campaigns consistently outperform third-party audience segments on both targeting precision and attribution measurability.
Full guide
For a complete explanation, read: Using CRM data for CTV targeting in India: a practical guide