How does Amazon DSP work for India CTV advertising?

Amazon DSP accesses India CTV inventory through three routes: (1) Fire TV native — Amazon DSP has direct access to ad inventory within Fire TV Stick and Fire TV Cube devices in India, including the Fire TV home screen and within Prime Video (ad-supported tier). This is the most premium Amazon DSP CTV supply. (2) Streaming TV programmatic — Amazon DSP buys CTV inventory from Indian publishers (JioHotstar, Sony LIV, Zee5, MX Player) through SSP connections, similar to how DV360 or The Trade Desk access the same supply. (3) IMDb TV and Freevee — Amazon’s owned AVOD content surfaces, limited India-specific content but available as CTV inventory. For India CTV campaigns, Amazon DSP’s primary advantage is direct Fire TV access and Amazon’s first-party shopper data.

Amazon DSP’s targeting strength in India CTV comes from Amazon’s first-party shopper and app data: (1) Amazon.in purchase history — product category buyers (electronics, FMCG, fashion) can be targeted on CTV with relevant brand messaging. (2) App usage — Amazon app and Prime Video subscription data indicates household income and content preferences. (3) In-market segments — Amazon builds “in-market” audience segments from search and browse behaviour (e.g., users who searched for laptops or cars on Amazon.in in the last 30 days). These segments are available for CTV targeting and are more intent-rich than generic demographic segments. Amazon DSP targeting in India CTV is strongest for e-commerce categories; it is less differentiated for pure brand-building campaigns where Google or TTD audience data is equally accessible.

Comparison on five dimensions: (1) Inventory access — both access major India CTV publishers programmatically; Amazon has unique Fire TV access; DV360 has unique YouTube CTV access. (2) Targeting data — Amazon’s shopper data is stronger for commerce-oriented campaigns; DV360’s Google Audiences are broader for reach-building. (3) Minimum investment — Amazon DSP requires a managed-service minimum (typically USD 10,000–35,000 per campaign); DV360 can be self-serve with no hard minimum through agencies. (4) Reporting — DV360 has more mature cross-publisher reach and frequency reporting; Amazon DSP reporting is strong for Amazon-owned inventory but less granular across third-party supply. (5) Attribution — Amazon DSP has closed-loop attribution to Amazon.in purchases; DV360 integrates with Google Analytics and third-party attribution vendors. For non-commerce brands, DV360 is typically preferred; for e-commerce brands selling on Amazon.in, Amazon DSP offers unique closed-loop measurement.