India CTV programmatic advertising uses device-level advertising identifiers rather than cookies. The main ones: Samsung smart TVs use TIFA (Tizen Identifier for Advertising); Amazon Fire TV Sticks use the Fire TV advertising ID; Android TV and Google TV devices use the standard Android GAID; LG TVs have their own identifier accessible through LG Ad Solutions. These IDs are device-level (not person-level), resettable by users, and serve as the primary targeting and frequency capping signal for open programmatic CTV buys in India.
Three important limitations: (1) they are household-level in practice — the same ID represents a TV watched by 3–5 people; (2) availability is not guaranteed in all bid requests — plan for 60–80% ID availability in programmatic CTV, not 100%; (3) walled gardens (JioHotstar, SonyLIV) do not pass their subscriber identity to the programmatic ecosystem — when buying these platforms through a DSP you get device or IP signals, not the full subscriber profile. For precise audience targeting, buy through platform-native tools where logged-in user identity is available, not through open programmatic where you depend on device IDs.
Full guide
For a complete explanation, read: Device IDs for CTV advertising in India: TIFA, Fire TV ID, and how they work