How does DV360 compare to The Trade Desk for India CTV?
DV360 advantages for India CTV: (1) YouTube CTV inventory — only accessible natively through Google’s stack. (2) Google Audience data — search and intent signals that integrate naturally with Google Search campaigns for cross-channel attribution. (3) Lowest technical barrier — most India agencies already have DV360 contracts; no incremental setup required. (4) Open Bidding integration — native access to publishers using Google Ad Manager (Sony LIV, Zee5, MX Player). The Trade Desk advantages: (1) UID2 adoption — TTD is seeding Unified ID 2.0 with India CTV publishers, which may offer better identity resolution as adoption grows. (2) Koa AI — TTD’s bid optimisation algorithm is well-regarded for performance CTV buying. (3) More transparent buying — TTD’s fee structure and supply path reporting are generally considered more transparent than DV360.
What are the key differences between these DSPs for India CTV measurement?
Measurement differences: DV360 — integrates natively with Google’s measurement stack (GA4, CM360, Brand Lift in YouTube). Cross-publisher reach and frequency reporting available in DV360 Reach Planner. Attribution connects CTV exposure to Google-tracked conversions. The Trade Desk — Koa measurement includes CTV campaign reach modelling; integrates with third-party attribution vendors (AppsFlyer, Adjust, Nielsen). Better for cross-device attribution outside Google’s walled garden. Amazon DSP — unique closed-loop measurement to Amazon.in purchases; Amazon Attribution connects CTV exposure to product page visits and purchases on Amazon. Weakest for off-Amazon conversion measurement. For comprehensive India CTV measurement, many sophisticated buyers run DV360 and TTD simultaneously — using DV360 for Google-ecosystem measurement and TTD for cross-publisher reach management.
Which DSP should I use for my India CTV campaign?
Recommendation by objective: (1) Brand awareness (national, multi-publisher) — DV360 for YouTube CTV + major India publishers via Open Bidding; supplement with TTD for publishers not on Google’s stack. (2) Performance (app install, e-commerce) — Amazon DSP if selling on Amazon.in (closed-loop measurement); TTD with Koa for non-Amazon e-commerce (better intent-based bidding). DV360 for Google app campaigns (UAC) run in parallel with CTV. (3) Premium content (JioHotstar sports, Sony LIV originals) — deal IDs work across all three DSPs; use whichever has the existing publisher relationship and strongest negotiated rates. (4) Budget under ₹10 lakh — DV360 self-serve has the lowest barrier; TTD and Amazon DSP have higher managed-service minimums that are impractical at this scale.