Identity resolution for CTV in India connects a device impression to a known person or household so advertisers can target, frequency-cap, and measure across screens. India's platforms use three main signals: logged-in account IDs (most platforms require login to stream), phone numbers as the universal identity anchor (Indian streaming apps all use mobile OTP registration), and household IP addresses for frequency capping and geo-targeting.
Within a single platform (JioHotstar, YouTube, Amazon), identity is strong — the platform knows the account, can link CTV and mobile viewing, and can apply cross-screen frequency caps. Across platforms, identity breaks down. There is no shared identity graph between JioHotstar and SonyLIV. Cross-platform deduplication relies on IP-based household matching, which is imprecise. Jio's ecosystem (Saarthi DMP) is uniquely powerful because it can link JioHotstar viewing to Jio telco and JioMart data — giving advertisers buying within Jio's stack a richer identity graph than is available elsewhere.
What this means for cross-screen campaigns
For campaigns running across multiple CTV platforms, frequency capping across platforms is not reliable today. Plan for overlap, build conservative frequency assumptions, and use platform-native cross-screen tools (DV360, The Trade Desk) where available. India's Digital Personal Data Protection Act (DPDPA) adds consent requirements for cross-platform identity matching — verify compliance with platform partners before building identity-linked campaign structures.
Full guide
For a complete explanation, read: Identity resolution for CTV advertising in India: how it works and why it matters