How does household-level targeting work on CTV in India?

Q: How does household-level targeting work on CTV in India?

Household-level targeting on CTV connects multiple devices to a single household identity, enabling frequency capping and targeting at the home rather than the individual device. In India, household graphs are built primarily from shared home WiFi IP addresses (JioFiber and Airtel Fiber assign relatively stable residential IPs), publisher login data (phone-number-verified accounts on JioHotstar, SonyLIV, Zee5 that log in across smart TV and mobile), and the Jio ecosystem (JioFiber + Jio mobile + JioHotstar account linkage). The most practical application for India CTV buyers is household-level frequency capping: rather than capping per device IFA (which misses co-viewers), cap at the household IP or graph ID so the whole home doesn't see the same ad more than 3–4 times a week. DV360 supports household frequency settings for JioHotstar inventory. Cross-device retargeting from CTV to mobile is also possible within publisher ecosystems (e.g., a household that saw a CTV ad on JioHotstar can be retargeted on mobile for the same registered account), but cross-publisher cross-device retargeting has much lower match rates. India household graphs have limitations: dense urban housing (shared routers covering multiple flats) and PG/paying-guest accommodation can conflate unrelated individuals on the same IP. DPDPA compliance is required for any household graph built from personal data.

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Household-level targeting on CTV connects multiple devices — smart TV, mobile phones, tablet — to a single household identity. Instead of targeting or capping frequency per device, you operate at the home level, which is more meaningful for CTV because a TV ad is seen by a room, not one person.

In India, household graphs are built from three main signal sources:

Shared home WiFi IP: JioFiber and Airtel Fiber assign relatively stable residential IPs. A smart TV and two phones consistently sharing the same home IP are almost certainly in the same household — the primary probabilistic linking signal.
Publisher login data: JioHotstar, SonyLIV, and Zee5 use phone-number-verified accounts. When the same account streams on a smart TV and a mobile phone, that is a deterministic cross-device link. Publishers use this internally for their own household graphs.
Jio ecosystem: JioFiber (broadband) + Jio mobile + JioHotstar account give Reliance deterministic household linkage across home broadband and individual mobile devices — one of the strongest household graphs in India.

The most practical application is household-level frequency capping. Device IFA-based caps miss co-viewers — a household with three devices sees the ad three times per device cap, not once per household. Capping at the household IP or graph ID level fixes this. DV360 supports household frequency settings on JioHotstar inventory. A cap of 3–4 exposures per household per week is a reasonable starting point for India CTV.

Cross-device retargeting within a publisher ecosystem also works: a household that saw a CTV ad on JioHotstar can be retargeted on mobile for the same registered account. Cross-publisher cross-device retargeting (CTV on JioHotstar → mobile on a third-party app) requires an identity resolution layer and achieves much lower match rates.

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