Identity data connects a CTV impression to a known user or household — enabling targeted delivery, cross-screen frequency management, and attribution beyond the device. India's CTV identity landscape is shaped by phone-number-as-identity-hub (every platform uses mobile OTP registration), logged-in streaming accounts, and the walled gardens of JioHotstar, SonyLIV, and YouTube. Cross-platform identity remains an unsolved problem, but within-platform identity is strong.
Audience & Data