For India CTV programmatic buying, three DSPs dominate: DV360 (Display & Video 360), The Trade Desk, and Amazon DSP. Each has different inventory access, India-specific strengths, and pricing models. DV360 is the default choice for Google ecosystem buyers: it provides direct access to YouTube CTV inventory, integrates with Google Ad Manager for publisher PMP deals, and connects to major India OTT publishers through Google's Open Bidding. The Trade Desk offers strong cross-publisher reach through Magnite, PubMatic, and other SSPs; it has robust audience targeting and measurement tools and is preferred by agencies wanting DSP-neutral inventory access. Amazon DSP is the only route to Fire TV CTV inventory in India and is strong for reaching Amazon Prime Video audiences; it also offers Amazon shopper data for targeting.
For most India CTV campaigns: DV360 if you are a Google ecosystem buyer or want YouTube CTV + programmatic OTT in one platform. The Trade Desk if you are an independent agency wanting transparent, neutral programmatic access across all SSPs. Amazon DSP if Fire TV or Amazon Prime Video audiences are a priority. Many large advertisers run multiple DSPs simultaneously: DV360 for Google properties + The Trade Desk for non-Google OTT inventory. Avoid running the same PMP deal ID across multiple DSPs simultaneously — it creates bid duplication and can inflate apparent reach.
Full guide
For a complete explanation, read: DSP evaluation for India CTV: DV360 vs The Trade Desk vs Amazon DSP