Does third-party data work for CTV targeting in India?

Third-party audience segments work for India CTV targeting, but with significantly lower match rates than mobile. Match rates are typically 20–40% on CTV — meaning a third-party segment can only be applied to that fraction of available CTV impressions. The remainder serve without audience targeting (contextual only). Low match rates are caused by inconsistent device ID availability in India CTV bid requests and by third-party segments being primarily built from mobile signals that don't translate cleanly to TV screen device IDs.

For most India CTV campaigns, publisher first-party PMP deals deliver higher-quality audience targeting than DSP data marketplace segments. If third-party data is used, treat it as a directional layer rather than a precision targeting tool.