The Trade Desk (TTD) accesses India CTV inventory through its SSP integrations — primarily Magnite, PubMatic, Index Exchange, and other supply partners — and through direct publisher deals where publishers set up TTD-compatible deal IDs. The Trade Desk positions itself as a DSP-neutral buy-side platform with no owned-and-operated media, which appeals to agencies wanting transparent access to supply across all publishers without conflicts of interest. In India, TTD's CTV inventory access includes: OTT publishers whose inventory flows through Magnite or PubMatic SSPs, and direct deal IDs from publishers who have commercial relationships with TTD.
The Trade Desk's key strengths for India CTV: (1) Unified ID 2.0 integration — TTD is building the UID2 identity framework that may eventually bridge some of India's walled garden fragmentation; (2) Cross-channel planning — TTD's Koa AI and forecasting tools let planners see cross-publisher reach and frequency estimates before committing budget; (3) Transparent supply chain — TTD enforces strict supply quality standards and publishes data on which supply paths it accepts. Limitations in India: TTD does not access YouTube CTV (Google's walled garden) or Amazon Fire TV CTV (Amazon's walled garden), which together represent a large share of India premium CTV inventory. For full India CTV coverage, most sophisticated buyers use TTD for non-Google/Amazon CTV alongside DV360 for YouTube.
Full guide
For a complete explanation, read: The Trade Desk for India CTV: inventory access, strengths, and limitations