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.
Articles in this hub
- Identity resolution for CTV advertising in India: how it works and why it matters
- Contextual targeting for CTV in India: how it works and when to use it
- Device IDs for CTV advertising in India: GAID, IFA types, and household matching
- Data clean rooms for CTV advertising in India
- CTV targeting options in India: a complete guide
- Device ID types in India CTV: GAID, AFAI, TIFA, and anonymous inventory
- Third-party data for CTV targeting in India: what's available and what works
- Audience segment activation for CTV in India: DSP, PMP, and publisher routes
- DPDPA and CTV advertising in India: data privacy compliance for programmatic
- Cookieless targeting on CTV in India: how audience targeting works without cookies
- UID2 in India CTV: how Universal ID 2.0 works for programmatic identity