How do I activate first-party data for CTV advertising in India?

First-party data activation for India CTV follows three routes. The most accessible is DSP data marketplace targeting — available in DV360 and TTD but with low match rates (20–40%). The highest-performing is publisher PMP with audience, where the publisher filters CTV impressions to their own registered users matching your criteria (70–90% match rate, requires direct deal). CRM data onboarding — uploading hashed emails/phones to the DSP — achieves 10–30% end-to-end match to CTV devices.

For brands with large CRM databases, hashed phone numbers onboarded to DV360 or TTD perform better in India than hashed emails, because Indian SIM registration creates stronger phone-to-identity linkage. Verify DPDPA consent scope before uploading any Indian customer data to a DSP.