Viewability for CTV advertising is technically simpler than for desktop or mobile: because CTV ads play full-screen on a television, the question of whether pixels are in view (the core of desktop viewability) does not apply. The MRC (Media Rating Council) defines a viewable CTV video impression as an ad that begins playing on a TV-connected device. There is no 50%-of-pixels-for-2-seconds requirement as there is for desktop video — the assumption is that a CTV in a living room is being watched by someone who chose to watch content, and the full-screen ad is therefore fully in view by definition.
What viewability measurement for India CTV actually focuses on: (1) Ad completion — did the ad play to 100% completion (VCR)? Non-skippable CTV inventory should deliver 85-95% VCR; anything below 80% indicates delivery problems. (2) Impression validity — was the impression delivered to a real CTV device and a real app (not a spoofed bundle ID or device type)? IAS and DoubleVerify both offer CTV-specific invalid traffic (IVT) detection in India. (3) Content environment — is the ad running in declared content (the publisher claimed it was running in a specific show/genre) versus content mismatch? Brand safety for CTV in India is an emerging concern but less acute than open web, since major platforms (JioCinema, JioHotstar, SonyLIV) have editorial control over their content libraries. Demand SIVT (Sophisticated Invalid Traffic) filtering as a minimum standard on all India CTV programmatic buys.
Full guide
For a complete explanation, read: Viewability standards for CTV advertising in India: MRC guidelines and what advertisers should demand