How do you attribute conversions to CTV ads in India?
CTV attribution in India uses three methods:
- View-through attribution (VTA): Credits a conversion to the last CTV ad the user was served before converting, within a lookback window (7–30 days). DSP-reported; relies on device ID matching between CTV impression and mobile/web conversion.
- Household IP matching: Matches the IP address of a CTV impression household to the IP of a web or app conversion. Probabilistic, not deterministic. Works best when conversion happens on another device in the same household.
- Incrementality testing: Runs a holdout group that doesn't receive CTV ads and measures the conversion rate difference. The most rigorous method; requires sufficient scale for statistical significance. Available through DV360 experiments, TTD, and third-party lift vendors.
What are the limitations of CTV attribution in India?
India CTV attribution has structural limitations:
- Device ID fragmentation: A viewer who sees an ad on a Samsung TV (TIFA) then converts on an Android phone (GAID) cannot be matched without a device graph. Most India campaigns cannot do this deterministically.
- Co-viewing: A CTV impression reaches the whole household, not one person. The household member who converts may differ from the profile associated with the TV device ID.
- JioHotstar's walled garden: JioHotstar does not share device ID data with third-party attribution vendors. Attribution for JioHotstar campaigns relies entirely on JioHotstar's own reporting.
- Last-touch bias: VTA gives full credit to the last CTV impression, ignoring earlier CTV exposures that built awareness.
What is the best attribution model for India CTV?
Use a layered approach:
- Primary KPI: Video completion rate and reach/frequency. CTV is primarily a brand awareness medium in India — holding it to direct response attribution standards misrepresents its role.
- Secondary: Household IP-based visit or app open attribution for advertisers with strong web/app presence (e-commerce, fintech, auto). Gives directional signal.
- For campaigns over ₹50 lakh: Brand lift study through the publisher or a third-party (Nielsen, Kantar). Measures aided/unaided recall, brand consideration, and purchase intent.
The honest position: India CTV attribution is directional, not deterministic. Use it for planning and optimisation signals, not precise ROI calculation.