What is cross-screen measurement in India CTV and how does it work?

Cross-screen measurement connects ad exposures on a CTV (TV screen) to consumer actions on other devices — mobile app installs, website visits, online purchases — after the CTV ad plays. Because viewers cannot click on a CTV ad, the typical conversion path is: CTV ad exposure — viewer picks up their phone — searches for the brand or visits the app — converts. Cross-screen measurement attempts to credit the CTV exposure to that downstream action by linking the TV device ID to the viewer’s mobile device ID through an identity graph, then matching the CTV impression event timeline to the mobile conversion event timeline.

India cross-screen measurement uses a combination of deterministic and probabilistic identity linking: (1) IP address matching — if the CTV device and the mobile device share the same Wi-Fi IP address, they are probabilistically linked as the same household. Post-exposure, if that IP’s mobile device visits the advertiser’s site, the visit is attributed to the CTV campaign. (2) DSP household graph — DV360 and The Trade Desk maintain household-level device graphs for India that link GAID (mobile) to GAID (Android TV) within the same household. (3) App SDK attribution — mobile attribution platforms (AppsFlyer, Adjust) have CTV attribution modules that accept CTV impression data from DSPs and match against their mobile app conversion signals. In India, household IP matching is the most practical approach; user-level deterministic matching is limited by DPDPA consent constraints.

Cross-screen measurement accuracy in India CTV is limited compared to mobile-to-web attribution. Typical household match rates for IP-based linking: 40–60% of CTV exposures can be linked to a mobile device in the same household. Of those linked, a further 5–15% of exposed households are estimated to take a measurable post-exposure action (brand search, app visit) within the attribution window. The remainder are either not measurably influenced or take actions outside the tracked channels. Carrier-grade NAT (CGNAT) — common in India’s mobile networks — means multiple unrelated households may share the same IP address, creating false positive household matches. Use cross-screen measurement as directional signal for optimisation, not as exact conversion counting.