Audience measurement in CTV answers a deceptively simple question: who is actually watching? The answer involves panel methodology, census data from platforms, automatic content recognition from smart TVs, and a persistent co-viewing problem that no measurement system has fully solved. In India, the complexity is compounded by a fragmented platform landscape and limited independent verification infrastructure.
This hub covers how CTV audience data is collected, what each method can and cannot tell you, and what it means for planners buying audiences and publishers selling them. If you are comparing CTV to linear TV reach, or trying to understand deduplicated reach across platforms, start here.
Articles in this hub
- Panel vs census measurement for CTV: which approach India uses
- How Nielsen measures CTV audiences: panel, census, and what it means for India
- ACR data in CTV measurement: what automatic content recognition is and how it is used
- Co-viewing measurement in CTV India: why household viewing breaks device-level data
- Deduplicated reach in CTV advertising: why it matters and how to measure it in India
- Unique reach measurement for CTV campaigns: methodology and India approach
- Cross-device measurement for CTV: connecting TV exposure to digital outcomes
- OTT audience measurement in India: platform self-reporting vs third-party data