How do you measure CTV campaign performance in India?

India CTV measurement is less developed than mobile or display. No cookies, incomplete third-party verification coverage, and first-party platform impression counts that diverge from DSP numbers. Setting up measurement correctly before launch — and agreeing source of record — prevents disputes and gives actionable optimisation data.

What are the key metrics to measure for a CTV campaign?

Primary metrics: video completion rate (VCR) — target 75–90% for non-skippable pre-roll; unique reach — estimated households reached; frequency — 3–5× for brand awareness; eCPM; cost per completed view (CPCV). CTV is an upper-funnel medium — completion and reach are the core KPIs. Click-through rate does not apply to most India CTV ad formats. Brand lift (measured by Kantar or Nielsen) measures the outcome that matters most: awareness and purchase intent change.

Why do impression counts differ between my DSP and the publisher?

Discrepancy is normal: DSP vs SSP is typically 3–8%; DSP vs publisher is 10–20% in India CTV. Causes: SSAI measurement methodology differences, tracking pixel failures in low-connectivity environments, and event-timing differences. Agree measurement source of record (typically the DSP) and an acceptable discrepancy tolerance before campaign launch, documented in the insertion order. Do not attempt to reconcile after the fact without a pre-agreed methodology.

How does CTV attribution work in India?

CTV ads are non-interactive — no click-through. Attribution options: view-through attribution (VTA) via device ID matching; household IP matching (conversions from the same household IP as the CTV impression); incrementality testing (geo holdout for causal measurement). India CTV VTA accuracy is lower than the US because device ID schemas (GAID, TIFA, AFAI) are non-interoperable and cross-device matching is imprecise. Incrementality testing provides the most reliable measurement but requires larger budgets (₹1Cr+) and advance planning.